I’m not a big fan of pre testing advertising. However, biking to work the other day it struck me that there are some cases where you can really benefit from it. Riding like a mad man, all of a sudden there are 3 guys in yello shirts in the middle of the lane trying to hit me with something. I feared for my life. They’re students who have had too much to drink, now they’re picking a fight!!?? Not at all. It’s some company (didn’t have time to see which) handing out “free juice in the morning” to people passing by. Pre-testing would have shown that not a single bicyclist stand a chanse to 1 – get the message and 2 – grab the bag with the juice inside. As a matter of fact, pre testing isn’t necessary here either, I take it back. Anyone understands that handing out juice to people riding to work isn’t going to work. Maybe not the typical pre-testing but still.