Pre-Testing Advertisements


Pre-Testing Advertisements

A valuable overview on the importance of advertisement pre-testing and how it should be used. This monograph reviews the main approaches to advertisement pre-testing used in Europe and the US and examines such issues as how people respond to advertisements and problems with diagnostic measures. The author provides guidance for users of pre-testing on how it should best be approached.

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For Non-Members: £45.00 + p&p

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