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What Advertising Testing Might Have Been, If We Had Only Known

Published online by Cambridge University Press:  18 May 2004

SPIKE CRAMPHORN
SPIKE CRAMPHORN
Affiliation:
Add+Impact International, spike@addimpact.net
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Abstract

Today's pretesting is based on concepts of consumer behavior that were devised over a hundred years ago and which were largely discarded in the 1980s. What would it look like if we had known, and then applied what we know now, 25 years ago?

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 2 , June 2004 , pp. 170 - 180
Copyright
© Copyright © 1960-2004, The ARF

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References

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