-Discuss the types of research that can be used by an advertising agency during the preparation, illumination, and incubation stages of the creative process. Find an example of an advertising campaign that has used research as input to the creative process and discuss how it was done.

-Digital and Social Media Perspective 8-2 discusses the pros and cons of pretesting advertising creative work and how it is being impacted by the digital revolution. Discuss the pros and cons of the pretesting of creative work done by agencies and how the shift to digital media is impacting copy testing.

(Advertising and Promotion, 11th Edition, Chapter 8)