Abstract:
This paper is very different from the last in that it is a methodical review of the pre-test measures then available. The objectives of this stage are clearly set out and these are still current. The six methods are also familiar (though the last is not one applied to an individual problem, it is an attempt to generalise about how styles of advertising are associated with advertisement recall). The conclusions are sensible: each method has its own advantages and none of them is enough on its own; the researcher must communicate clearly (nowadays we would not say âso easy . . . that even the advertising man can grasp the definitionsâ!); he and the creative man must be partners.
This could also be of interest:
Research Papers
Experiments in comparative content of copy-test
Catalogue: ESOMAR Congress 1964
Author: Heinz Alpers
 
September 7, 1964
Research Papers
Complementary of methods in copy-testing
Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Authors: Piet Vanden Abeele, I. Butaye
 
June 15, 1979
