Should Marketers Test Advertising?
Advertising creatives have long lamented ad pretesting. They believe it inhibits their creative process and results in too much sameness in commercials. Marketers, on the other hand, believe pretesting provides necessary checks and balances to ensure the ad campaign will connect with consumers and be well received in the marketplace.
Take a position: Ad pretesting is often an unnecessary waste of marketing dollars versus Ad pretesting provides an important diagnostic for marketers as to the likely success of an ad campaign.