The difficulties and practicalities of advertising testing amongst doctors

Date of publication: March 1, 1975

Abstract:

This short paper is an attempt to outline some considerations, approaches and problems found in researching advertisements aimed at influencing doctors, particularly drawing attention to those problems which occur in new product advertisements. Advertisement pre-testing can range from trying to help find a creative concept, through the development of that concept in layout form, to a pre-test of the advertisement as it is intended to be seen. The scope of this paper is limited to the latter type of research - the final pre-test.

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