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An empirical application of multidimensional scaling to advertising pretesting


  • Wilkes, RE
  • Uhr, EB


One of the least-managed aspects of advertising management may well be that of effectiveness measurement. The problem of obtaining satisfactory indications of advertising effectiveness is particularly critical in pretesting since the rationale for pretesting is to evaluate advertisements before their release for broadscale media distribution. Therefore, the primary purpose of the research reported here is to provide empirical evidence of the value of multidimensional scaling methods to pretesting advertising. The article demonstrates how nonmetric methodology obviates the disadvantages of such methods as consumer jury tests and rating scales. A secondary purpose of the research project is to demonstrate the value of pretesting itself by comparing the perceptions of target market consumers with those of selected group of advertising professionals.

Suggested Citation

  • Wilkes, RE & Uhr, EB, 1978. "An empirical application of multidimensional scaling to advertising pretesting," Omega, Elsevier, vol. 6(2), pages 173-181.
  • Handle: RePEc:eee:jomega:v:6:y:1978:i:2:p:173-181

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    References listed on IDEAS

    1. Richard Ehrhardt, 1979. "The Power Approximation for Computing (s, S) Inventory Policies," Management Science, INFORMS, vol. 25(8), pages 777-786, August.
    2. Richard Ehrhardt & Charles Mosier, 1984. "A Revision of the Power Approximation for Computing (s, S) Policies," Management Science, INFORMS, vol. 30(5), pages 618-622, May.
    3. Arthur F. Veinott, Jr. & Harvey M. Wagner, 1965. "Computing Optimal (s, S) Inventory Policies," Management Science, INFORMS, vol. 11(5), pages 525-552, March.
    4. Eliezer Naddor, 1975. "Optimal and Heuristic Decisions in Single-and Multi-Item Inventory Systems," Management Science, INFORMS, vol. 21(11), pages 1234-1249, July.
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