Conn-Action
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.
This could also be of interest:
Research Papers
Action research and social welfare
Catalogue: Seminar 1978: Social Research in the Public Sector
Authors: Ray Lees, Nick Bailey
December 1, 1978
Research Papers
Belief, intent, action!
Catalogue: Congress 2015: Revelations
Authors: Anurag Vaish, Ram Prasad, Sema Sgaier, Jeff Mulhausen, Katie Plocheck, Maaya Sundaram, Maria Eletskaya, Steve Kretschmer, Tim Sweeney
Company: Ipsos MRBI
October 1, 2015
