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If you want to know whether your communications attract attention, it is imperative that you test your creative in-context.
But why are so few campaigns tested like this? Why do marketers blithely accept data that is plainly wrong and misleading?
This masterclass, led by Mike Follett - attention expert and founder of an award-winning eye-tracking business - will show you the evidence for in-context ad testing, with particular reference to Alan Hedges Testing to Destruction, which is 47 years old this year.
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