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Advertising pre-testing is embraced by some advertisers and loathed by others.

At its worst, pre-testing leads to potentially strong advertising ideas being rejected before they have had the chance to shine.

At its best, pre-testing gives brand owners the confidence and insight required to realise the potential of a brilliant concept.

In the hand of true experts, pre-test data can be used to develop exceptional advertising, because, as this graph shows, it is extremely good at predicting in-market sales effects.


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  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business
    • Case Examples
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Contact