Contact Gordon Hooper for more insights or a discussion on advertising pretesting.
We would love to hear your views on advertising pretesting. You can leave your comments
here. Let us know what you think about this field of research.
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.
If you would like to read more of this article then please leave your email address below. Alternatively, you can email firstname.lastname@example.org and the article will be sent to you via email.
To discuss this article or your business enhancement needs, contact Gordon on email@example.com