Abstract:

This is a case history of an attempt to use established, non- innovative research techniques to construct a system of T. V. advertisement pre-testing which could provide actionable results. For marketing management the research results must relate directly to their specific marketing problems and be actionable in a detailed sense i.e. diagnostic rather than simply "go/no go". There appeared to be a trend from quantitative to qualitative pre-testing because the latter seemed more readily adapted to these objectives. However from the research point of view quantification and a degree of standardisation seemed essential for control and reliability. The main problem therefore was to provide sensitivity without sacrificing control.