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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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Can advertising pre-tests predict the longevity of advertising effects?

Catalogue: ESOMAR Congress 1995: Making The Decision

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September 1, 1995

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Blackston, M. (1995a, September 01). Can advertising pre-tests predict the longevity of advertising effects?. ANA - ESOMAR. Retrieved September 17, 2025, from


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A pre-test procedure which works

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: Erik Bache, Flemming Hansen

Company: AIM Create

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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 17, 2025, from


https://ana.esomar.org/documents/the-changing-role-of-advertising-campaigns-in-french-market-