Abstract:

The outcome of the association between McCollum/Spielman and GfK has been a great delight. In addition to-giving us the opportunity to visit Jutland in the dead of winter nd Duseeldorf in the midst of a major snow storm, it has proved a stimulating and productive business arrangement. The advertising agency has in hand cost-efficient tools for pre- testing that will give agency creatives greater flexibility to experiment and develop the unusual and offbeat at minimum risk. Most importantly, the multi-national company has tools that its management can consistently understand and use as guides for the successful movement of advertising throughout i:he world. The local company and agency now has the tools that allow them to develop first rate advertising for their own market. From the GfK view this has been an extraordinarily successful partnership. In just three years we have ’tested over 800 commercials and are rapidly expanding the AC-T/Advantage procedure throughout Europe. We look forward to the day — not very far off - when you will be able to execute a consistent, multi-dimensioned AC-T/Advantage test in any country in Europe and perhaps soon throughout the world.