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Ad pretesting is an important diagnostic function for marketers. Pretesting is done prior to putting the ad into media and after it is printed or broadcast, this helps the marketer to determine if the advertisement is communicating its message effectively (Kotler & Keller, 2012). There are several different pretest techniques available to marketers based on the type of advertisement. A successful pretest will help to evaluate the advertising effectiveness, and thus, will give the organization a degree of confidence what the impact of the marketing ads will be.
In a previous company where I worked and did sales, our marketing department refused to conduct any pretests on their advertisements. I remember it was incredibly stressful waiting for the results of a given marketing ad and very time-consuming and confusing when it came to budgeting. I believe that pretesting is a valuable technique that (just about) every company should consider.
Kotler, P., & Keller, K., L. (2012). Marketing Management (S. Yagan, Ed., 14th). Upper Saddle River,NJ: Pearson Education Inc
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