Pretesting advertising: Before the rubber hits the road

R. Pieters, M. Wedel

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Original languageEnglish
Title of host publicationThe Sage Handbook of Advertising
EditorsG. Tellis, T. Ambler
Place of PublicationLos Angeles
PublisherSage Publications
Pages217-232
Publication statusPublished - 2007

Cite this

Pieters, R., & Wedel, M. (2007). Pretesting advertising: Before the rubber hits the road. In G. Tellis, & T. Ambler (Eds.), The Sage Handbook of Advertising (pp. 217-232). Sage Publications.