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Key reading

Pre-testing

A revolution in ad testing

This article looks at how pre-testing techniques are evolving. It argues that, while communications should change a business outcome, such as increasing market share, strategies need to be measured on both buyers' rational and emotional drivers in the testing phase. This means pre-testing should be complemented by other techniques.
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Predicting sales from ad testing

This paper examines the relationship between TV ad pre-testing and sales at McDonald's in the US.

How emotional tugs trump rational pushes

Illustrating the flaws in conventional pre-testing measures of persuasion, cut-through, and message receipt. 

Is creative and planner intuition better than pre-testing?

Paul Feldwick argues that pre-testing research should inform good advertising decisions, not make them.

The trouble with pre-testing 

A sceptical take on the industry, arguing that both explicit and implicit memory needs to be measured.


Latest articles

Millward Brown: AdReaction: Video creative in a digital world

This paper details Millward Brown's AdReaction Video study, an attempt to find out what people think of video ads on different screens, how they watch videos – and for how long – and how to create ads that customers won't want to skip.

Developing the Boots Christmas TV ad using facial coding

This article discusses how the development of the Christmas advert for Boots, the high street retailer and chemist, used facial coding techniques to identify emotional reactions to verbal narratives.

Marketing to the senses: Activate multiple senses using audio

This article outlines research into radio and multisensory responses, which found that audio can trigger imagination and rich multisensory experiences.

Back to the Future: The problem of premature evaluation

This article examines the continued relevance of the 1974 book 'Testing to Destruction' by Alan Hedges.

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