Pre-testing advertisements at early stages of campaign development

Company: Ogilvy

Author: P. A. Hoyes


I am going to talk first of all about a measure we have used to pre-test commercials at early stages of their development and then I'm going on to suggest how it might be possible to use this method to assess techniques used for evaluating finished commercials .

P. A. Hoyes


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Research Papers

Research Papers

Research Papers

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