Beware the Advertising Pretest

Some of the most successful campaigns flunked out in pretesting, which still can't predict well how ads will be received in the real world

It may seem odd that anybody would have a problem with pretesting an ad or marketing campaign. It's hard to argue with the potentially money-saving (and mistake-preventing) insights research can provide. And in theory, pretesting makes total sense. The problem is that the science of advertising pretesting just isn't there yet.

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