Viewpoint: testing -- lifeblood of direct marketing

Testing is essential to direct marketing's success. Pretesting of a campaign's creative element seems attractive, but is hobbled by a severe problem: no method has yet been found that eliminates the "lying quotient" (people giving answers to questions that say how they think they...

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Bibliographic Details
Published in:Journal of interactive marketing 1988-06, Vol.2 (3), p.48
Main Authors: Smith, Robin B, Sayer, David C
Format: Article
Language:English
Subjects:
Advertising
Direct marketing
Market strategy
Marketing
Test Marketing
Online Access:Get full text
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Summary:Testing is essential to direct marketing's success. Pretesting of a campaign's creative element seems attractive, but is hobbled by a severe problem: no method has yet been found that eliminates the "lying quotient" (people giving answers to questions that say how they think they should act, not how they really will behave). Until an accurate pretesting method is found, marketers will tend to avoid this technique.
ISSN:1094-9968
1520-6653