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Ad pretesting

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Pretest critics uphold that agencies can devise ads that test well, but may not necessarily execute well in the marketplace. Proponents of ad pretesting maintain that useful analytical information can materialize and that pretests should not be used as the sole assessment standard anyway. When viewing any type of advertisement what is it that prompts a response of "what were they talking about in that ad"? Do you discuss comical ads with colleagues but never purchase the product?

Consider the statements "Ad pretesting is often an unnecessary waste of marketing dollars" and "Ad pretesting provides an important diagnostic function for marketers as to the likely success of an ad campaign." Take a stand and justify one statement, supporting it with examples from sources.

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Solution Summary

The solution discusses the pre-testing of advertised products. While products pre-test well, the solution discussed how analytical information can properly assist in finding the right outlet for the product(s) and how focus groups play a role in the marketing.

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I will stand and justify the statement "Ad pretesting is often unnecessary wast of marketing dollars." Why did I choose this statement? Hiring a marketing firm to do pretesting, is costly and antiquated. This was ...

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