As ad professionals with both client side and longtime agency experience, we’ve often wondered about the lack of pretesting done on ad campaigns. Doesn’t it make sense to gauge the perceived value of advertising among its intended audience before final production and media money is spent?
As the size of the advertising budget grows, the stakes get higher. Without pretesting, you may never discover potential messaging flaws. You could easily spend good money failing to get the audience’s attention. Or even worse, you could succeed in getting attention only to create the wrong perception. Either way, a loss of awareness and sales will likely result.
Here are our responses to some of the typical objections raised regarding pretesting of ads: