Abstract:

In talking here about pre-testing we are not concerned with decisions about budget setting or about the choice of media, or about the various aspects of campaign scheduling. We are dealing exclusively with content, the design of the advertisements as such. The content of advertising is on the whole an under-investigated area. It has over the years generated considerable debate and argument and seen the promotion of many alternative testing systems; but in recent times it has produced relatively little comparative research and objective analysis, still less attempts to validate our methods.