Abstract:

In many cases, advertising pre-tests are seen as uncomfortable exams brands have to pass before executing a campaign; as strange as it sounds, we are used to failing them. Approximately 75% of campaigns pre-tested for the first time fail such advertising pre-tests. In Alicorp?a multi-Latin company with a presence in more than 30 countries, which launches around 90 advertising campaigns per year?we had normalised that having 40% passing pre-tests in the first run was a good ratio.