Pre-testing on the "creative workshop"

Author: Robert Fletcher

Abstract:

Creative Workshop is a quick, relatively inexpensive pre-testing service designed for the J. Walter Thompson Company Limited to help the creative people and to improve the quality of the advertising. Broadly speaking, in our approach we hope to get an answer to two main questions : - What is communicated by the advertising - directly or indirectly ? - How do people feel about the product as a consequence of exposure to the advertising ? In doing so, we attempt to find out why it is that a particular advertising treatment is - or is not - saying the required things about the product.

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