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Part One: Avoid the “Check Box” Approach to Advertising Pretesting

123 years since Harlow Gale’s attempt to measure the relative values of illustrations versus text in print advertising in 1896, advertising pretesting research has been shrouded in controversy and conflict.

This controversy and conflict finds its roots way back in the 1920s when Daniel Starch, and others, began the commercialisation of copy research. The primary driver of this commercialisation was to try to establish “universal truths” about how advertising works, and which commercials work better than others, and then to make money from judging ads against these claimed universal truths.

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