Advertising creatives have long lamented ad pre-testing. They believe that it in
ID: 2804205 • Letter: A
Question
Advertising creatives have long lamented ad pre-testing. They believe that it inhibits their creative process and results in much sameness in commercials. Marketers, on the other hand, believe that ad pretesting provides necessary checks and balances as to whether an ad campaign is being developed in a way that it will connect with consumers and be well-received in the marketplace.Take a position: Ad pretesting in often an unnecessary waste of marketing dollars and ad testing does not give valid results vs. ad pretesting provides an important diagnostic function for marketers as to the likely success of an ad campaign. Advertising creatives have long lamented ad pre-testing. They believe that it inhibits their creative process and results in much sameness in commercials. Marketers, on the other hand, believe that ad pretesting provides necessary checks and balances as to whether an ad campaign is being developed in a way that it will connect with consumers and be well-received in the marketplace.
Take a position: Ad pretesting in often an unnecessary waste of marketing dollars and ad testing does not give valid results vs. ad pretesting provides an important diagnostic function for marketers as to the likely success of an ad campaign. Advertising creatives have long lamented ad pre-testing. They believe that it inhibits their creative process and results in much sameness in commercials. Marketers, on the other hand, believe that ad pretesting provides necessary checks and balances as to whether an ad campaign is being developed in a way that it will connect with consumers and be well-received in the marketplace.
Take a position: Ad pretesting in often an unnecessary waste of marketing dollars and ad testing does not give valid results vs. ad pretesting provides an important diagnostic function for marketers as to the likely success of an ad campaign.
Explanation / Answer
Ad Pretesting
Pro:
Most advertisers try to measure the communication effect of an ad—that is, its potential effect on awareness, knowledge, or preference.
They would also like to measure the ad’s sales effect.
Communication-Effect Research called copy testing seeks to determine whether an ad is communicating effectively.
Marketers should perform this test both before an ad is put into media and after it is printed or broadcast.
Many advertisers use posttests to assess the overall impact of a completed campaign.
If a company hoped to increase brand awareness from 20 percent to 50 percent and succeeded in increasing it to only 30 percent, then the company is not spending enough, its ads are poor, or it has overlooked some other factor, giving them valuable information at a reasonable cost.
Con:
Pretest critics maintain that agencies can design ads that test well but may not necessarily perform well in the marketplace.
Proponents of ad pretesting maintain that useful diagnostic information can emerge and that pretests should not be used as the sole decision criterion anyway.
Widely acknowledged as being one of the best advertisers around, Nike is notorious for doing very little ad pretesting.
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