How does pre-testing fit into the effectiveness agenda?
Pre-testing can be a useful tool for brands, but working out how to deploy it as part of a wider effectiveness agenda requires thought.
For many major brands, pre-testing advertising is now par for the course. Marketing Week columnist and Mini MBA professor Mark Ritson called using pre-testing a “no brainer” in his column in April.
“When the money involved in running these ads is so huge, the tiny costs of pre-testing make it a no brainer,” he wrote.
However, when it comes to how brands can integrate pre-testing into their effectiveness agendas and use it to best effect, there is less of an obvious answer.
Travel brand On the Beach utilises pre-testing as part of its advertising effectiveness regime. That said, CMO Zoe Harris explains a pre-testing score is just one component of effectiveness.
