The Evaluation of Pre‐tests by Advertising People: Results of a Survey in Belgium

Abstract

Looks at the opinions and attitudes of advertisers and agencies with regard to pre‐testing and pre‐test methods in a small market like Belgium. Evaluates the criteria of the study into four components: motivation and/or behaviour; attitude and attitude change; visual impact and recall; and information transfer. Reveals that the importance attached to the criteria increases in the same order. Concludes that the respondents are relatively favourable to message ratings, but have a negative attitude to forced exposure ratings.

Citation

Vanden Abeele, P. and Luysterman, P. (1981), "The Evaluation of Pre‐tests by Advertising People: Results of a Survey in Belgium", European Journal of Marketing, Vol. 15 No. 1, pp. 48-57. https://doi.org/10.1108/EUM0000000004870