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Predictive Pre-Testing: An Outline for an Ad Pre-Testing Model Based on Prediction Markets

Iqbal Mohammed
affiliation not provided to SSRN

September 8, 2008

Abstract:
The fundamental principles behind current advertising pre-testing models have hardly changed in the past few decades. This paper argues that it's time to update the discipline with contemporary paradigms of collaborative thinking and decision-making. Using the thinking behind prediction markets, the paper constructs a completely revamped model for ad pre-testing - offering another avenue for advertisers seeking precious market information, while also clarifying the role played by traditional ad pre-testing.

Keywords: advertising, pre-testing, marketing, research, copytesting

JEL Classifications: M37

Working Paper Series

Date posted: September 10, 2008 ; Last revised: September 10, 2008

Suggested Citation

Mohammed, Iqbal, Predictive Pre-Testing: An Outline for an Ad Pre-Testing Model Based on Prediction Markets (September 8, 2008). Available at SSRN: http://ssrn.com/abstract=1265089

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Contact Information

Iqbal Mohammed (Contact Author)

affiliation not provided to SSRN ( email )