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A reassessment of the role of the pre-test in advertising research

Date of publication: June 1, 1966

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising

Author: Peter A. Rusby

Abstract:

What I would like to do is to suggest that ad pre-testing (or "copy-testing") techniques can be simplified considerably and their efficiency greatly improved by a reassessment of the role which the pre-test should play in improving the effectiveness of advertising. First of all, I would like to discuss the question of the role of the pre-test and then the question of suitable techniques.

Peter A. Rusby

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Research Papers

Advertising research

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Flemming Hansen

 

September 1, 1998

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Citation

Hansen, F. (1998a, September 01). Advertising research . ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/advertising-research-


Research Papers

Advertising pretesting

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Ian D. Greig

 

June 15, 1991

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Citation

Greig, I. D. (1991a, June 15). Advertising pretesting. ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/advertising-pretesting


Research Papers

Can results of pre-tests be related to results of post-tests?

Catalogue: ESOMAR Congress 1966

Author: J. E. Adriessens

 

September 1, 1966

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Citation

Adriessens, J. E. (1966a, September 01). Can results of pre-tests be related to results of post-tests?. ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/can-results-of-pre-tests-be-related-to-results-of-post-tests-


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Citation

Rusby, P. A. (1966a, June 01). A reassessment of the role of the pre-test in advertising research. ANA - ESOMAR. Retrieved June 07, 2023, from


https://ana.esomar.org/documents/can-results-of-pre-tests-be-related-to-results-of-post-tests-