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Advertising Pre-Testing

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Ad pretesting is an important diagnostic function for marketers. Pretesting is done prior to putting the ad into media and after it is printed or broadcast, this helps the marketer to determine if the advertisement is communicating its message effectively (Kotler & Keller, 2012). There are several different pretest techniques available to marketers based on the type of advertisement. A successful pretest will help to evaluate the advertising effectiveness, and thus, will give the organization a degree of confidence what the impact of the marketing ads will be.

In a previous company where I worked and did sales, our marketing department refused to conduct any pretests on their advertisements. I remember it was incredibly stressful waiting for the results of a given marketing ad and very time-consuming and confusing when it came to budgeting. I believe that pretesting is a valuable technique that (just about) every company should consider.

Kotler, P., & Keller, K., L. (2012). Marketing Management (S. Yagan, Ed., 14th). Upper Saddle River,NJ: Pearson Education Inc.

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I agree, ad pretesting is a great way to determine the likelihood of success of an advertisement. It is an effective way to determine if an advertisement is likely to communicate as expected. It is unfortunate that some companies choose to skip this step- that must have been very frustrating for you when ...

Solution Summary

This solution discusses the benefits and drawbacks of ad pretesting. Includes APA formatted reference.

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Pretesting advertising

Advertising creatives have long lamented ad pretesting. They believe that it inhibits their creative process and results in sameness in commercials. Marketers, on the other hand, believe that ad pretesting provides necessary checks and balances as to whether an ad campaign is being developed in a way that will connect with consumers and be well-received in the marketplace.

Take a position on the issue by supporting one of the following statements:
- Ad pretesting in often an unnecessary waste of marketing dollars.
- Ad pretesting provides an important diagnostic function for marketers as to the likely success of an ad campaign

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