Back

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

This is a long description of some author details.

This could also be of interest:

Research Papers

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

Catalogue: ESOMAR Congress 1995: Making The Decision

Author: Max Blackston

 

September 1, 1995

×

Citation

Blackston, M. (1995a, September 01). Can advertising pre-tests predict the longevity of advertising effects?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/can-advertising-pre-tests-predict-the-longevity-of-advertising-effects-


Research Papers

A pre-test procedure which works

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: Erik Bache, Flemming Hansen

Company: AIM Create

August 1, 1975

×

Citation

Bache and Hansen (1975a, August 01). A pre-test procedure which works. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-pre-test-procedure-which-works


Research Papers

The changing role of advertising campaigns in French market

Catalogue: Seminar 1978: The Business Of Advertising

Author: Sylvère Piquet

 

June 14, 1978

×

Citation

Piquet, S. (1978a, June 14). The changing role of advertising campaigns in French market . ANA - ESOMAR. Retrieved April 27, 2024, from


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


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
×

Citation

Rusby, P. A. (1966a, June 01). A reassessment of the role of the pre-test in advertising research. ANA - ESOMAR. Retrieved April 27, 2024, from


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