Summary
Contents
Subject index
Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarizing of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J. Tellis achieve their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation.
Pretesting: “before the Rubber Hits the Road”
Pretesting: “before the Rubber Hits the Road”
Would you have your child continue boarding Flight KX32 if you knew that, although from a trustworthy operator, the airplane has not been inspected for defects? If brands are the firm's most valuable asset, would you let them board a communication campaign under such conditions? This chapter is about pretesting, known in the US as “copy testing,” advertising, i.e., researching a campaign before it runs to determine its likely effectiveness and efficiency.
When the above airline operation that carries your brand is at “Six Sigma,” it allows only 3.4 defects per million. By contrast, 99.9% perfection would result in 20 domestic airplane crashes each day. Nowadays, most manufacturers adopting Six Sigma achieve ...
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