RT Journal Article
SR Electronic
T1 What Advertising Testing Might Have Been, If We Had Only Known
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 170
OP 180
DO 10.1017/S0021849904040115
VO 44
IS 2
A1 Spike Cramphorn
YR 2004
UL http://www.journalofadvertisingresearch.com/content/44/2/170.abstract
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?