Why pre-testing is obsolete

Tim Broadbent, director of BrandCon Ltd, argues that little has changed in the world of pre-testing in the last forty years.

Why Pre-Testing Is Obsolete

Tim Broadbent BrandCon Ltd

In 1963, about the time Admap was born, Beecham began a review of advertising research methods. When I joined the company in 1976, the review seminars had become a major event for Beecham's...

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