Paper InstructionsM7D1: Should Marketers Test Advertising?Pretest critics uphold that agencies can devise ads that test well but may not necessarily executewell in the marketplace. Proponents of ad...

Paper InstructionsM7D1: Should Marketers Test Advertising?Pretest critics uphold that agencies can devise ads that test well but may not necessarily executewell in the marketplace. Proponents of ad pretesting maintain that useful analytical informationcan materialize and that pretests should not be used as the sole assessment standard anyway.When viewing any type of advertisement what is it that prompts a response of “what were theytalking about in that ad”? Do you discuss comical ads with colleagues but never purchase theproduct?Based on your readings, respond to the following:• Consider the statements “Ad pretesting is often an unnecessary waste of marketing dollars”and “Ad pretesting provides an important diagnostic function for marketers as to the likelysuccess of an ad campaign.” Take a stand and justify one statement, supporting it with examplesfrom your textbook and other sources.