Pre-testing animatic television spots that have not yet finished the production process can be as useful as testing the final ad if the correct methodology is employed, a study in the Journal of Advertising Research (JAR) has argued.

BEST OF 2017: Effective marketing rarely involves an either/or choice of media, and WARC’s most-read articles on this subject in 2017 indicated that effectiveness will often require a balanced mix in which TV is likely to play a prominent role.