Common Methods Used in Pretesting Marketing Research
Advertisements can be pretested at several points in the creative development process. This report examines some of the common methods used in pretesting marketing research. The creative process consists of several stages, typically:
1. Creative strategy stage
2. Layout stage
3. Pre-production stage
4. Post-production stage
Authors John Elmer and Partha Krishnamurthy, Ph.D., evaluate different types of commonly used advertising techniques and suggest some more sophsticated, but effective, methods used by best practice marketing organizations.
