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.