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.
Research Papers
Advertising research
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Flemming Hansen
 
September 1, 1998
Research Papers
Advertising pretesting
Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Ian D. Greig
 
June 15, 1991
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
