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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

Author

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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 September 13, 2025, from


https://ana.esomar.org/documents/a-reassessment-of-the-role-of-the-pre-test-in-advertising-research