Abstract:
Early in 1974 Albemarle Market Research were asked by John Player & Sons to conduct a review of TV advertising pre-testing methods and to devise an optimum research solution. The theme of this conference is Research that works for todayâs marketing problems. Playerâs brief to us was exactly that. Having tried various methods of advertising pre-testing they were still looking for one which worked in terms of providing reliable and actionable results for marketing management. We were also required to produce a solution which could begin to work right away, with a minimum of time for experimentation, so by definition we needed to work with fairly well-tried, established research techniques, and to avoid technical innovations. Our approach was first to consider the problem from the marketing managerâs point of view, and try to establish what he required from advertising pre-testing; and secondly to consider what research approach would meet those requirements best.
This could also be of interest:
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
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
Diagnostic and predictive advertising pre-testing
Catalogue: MENAP Forum 1996: Pressure On Profit
Author: Ravi Miglani
 
March 1, 1996
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