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

Spike Cramphorn

Journal of Advertising Research, 2004, vol. 44, issue 02, pages 170-180

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?

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