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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.

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

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: Opportunities in multisensory marketing

This article explores multisensory marketing, which can improve memory encoding and trigger desirable brand associations by appealing to different senses.

Marketing to the senses: Music gets under your skin

This article outlines how skin conductance responses (SCR) - a neuroscience method - tests emotional response to music in advertising, helping to predict business success.

Pre-testing ads at speed

This article describes how ad researchers will need to adapt to a new pace of working and digital creatives must incorporate psychometric measures in order for digital advertising to reach its potential.

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Monique Dolbin
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