PT  - JOURNAL ARTICLE
AU  - Spike Cramphorn
TI  - What Advertising Testing Might Have Been, If We Had Only Known
AID  - 10.1017/S0021849904040115
DP  - 2004 Jun 01
TA  - Journal of Advertising Research
PG  - 170--180
VI  - 44
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/44/2/170.short
4100  - http://www.journalofadvertisingresearch.com/content/44/2/170.full
SO  - J Advert Res2004 Jun 01; 44
AB  - 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?