Abstract:

Advertising research has always had two objectives: First, to help the creative person sharpen and improve the execution of strategic positioning and ideas. To help him push his imagination as far as the understanding of the consumer will permit. Second, to provide assurance to the advertiser that the advertising will work. To help the advertiser reduce the risk of his investment. In our pre-test work we often investigate these objectives by representing multi-country samples supplied by the international network of BUY(c)TEST affiliated institutes. The personal presentation will illustrate such research designs with special emphasis on how we obtain cross-cultural confirmation, evaluation and diagnostic insight. For a short introduction to the methodology and model of the BUY(c)TEST system we refer you to the description in the appendix.