Abstract:

'Telpex' research is a fast low-cost method of pre-testing tv advertisements, ideas for tv campaigns and and ideas for new products. The technique has been developed by the London Press Exchange Ltd. and has been used successfully for more than a year. 'Telpex' research depends on two elements: 1. Video-tape production facilities, for making video-tape roughs of commercials quickly and cheaply; 2. Consumer research studies.