Abstract:
There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pretest advertisements (or elements that would go into advertisements like themes, artwork, slogans etc.) without assumptions about what post- testing of the same advertisements is supposed to show. And finally: theories that cannot be tested for proof or disproof are not very useful. It should also be realised that in most fields of scientific endeavour the theories have followed rather than preceded every day-life and observations of what went on in actual practice.
This could also be of interest:
Research Papers
Post-testing and pre-testing consumer behavior caused by advertising
Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Jan Stapel
Company: NIPO
June 15, 1967
Research Papers
TV advertising pre-testing
Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Roger S. Parkyn
 
June 15, 1980
Research Papers
TV advertising pre-testing
Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Roger S. Parkyn
 
September 1, 1976
