Advertising creative believe ad pretesting inhibits their creative process and results in too much sameness in commercials. Marketers, on the other hand, believe that ad pretesting ensures the ad campaign 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 for marketers as to the likely success of an ad campaign.