moment early in the creative process when someone asks, ‘Is this going into a pre-test?’ It is not simply a matter of pressure on the schedule: quant pre-testing can stop everything dead, despite all the meetings, creative development work and various incarnations of the ad. One hears agencies and clients complaining that something has to ‘get through’ a quant pre-test: it has become the Beecher’s Brook of ad development research, and many ads fall at it.
Download
No comments:
Post a Comment