This paper discusses the creativity impact of pretesting at various advertising campaign stages in 5 pages. Five sources are cited in the bibliography.
Name of Research Paper File: JL5_JLpretest.rtf
Unformatted Sample Text from the Research Paper:
for Enterprises Inc By , January 2013 To Use This Report Correctly, Please
There are a number of issues regarding pre-testing in
advertising which need to be considered in order to establish whether it is necessary, who benefits from it, whether it has a negative impact on creativity, and how it affects
the final advertising campaign. For example Prue (2001) makes the point that there are so many diverse approaches to advertising which can be found in different media that it is
almost impossible to find a means of pre-testing which will encompass all of them.
However, he thinks that it is possible to overcome these difficulties by taking a less pre-emptive
view of the way that advertising is structured. He also points out that if all the participants involved in the process, such as the researcher and the agency, maintain an
informed and open dialogue throughout the process of pre-testing then it is possible to present it in a more valuable and productive light.
The student could therefore look at
the different ways in which pre-testing is perceived by the different participants involved in the advertising process as a whole, and consider what part it plays in the decisions which