> The "I" way.
One way to evaluate creative work is based on statistical stupidity. But clients love it anyway.

> R.O.I.
Not the ROI you might think.

> A Direct response check list. R
If you're flying direct, you need this pre-flight check list for email, DRTV, Internet, print and snail mail.

> Pre / Post Persuasion. R
A research method that yields the most predictable results.

Here's the deal. There is no universal “right way” to pre-judge or test an advertising campaign.

There is no "check-list” that guarantees the campaign will achieve the desired results.

There is no "guaranteed" research methodology.

In fact, there have been several high profile campaigns that performed poorly in research, then went on to win awards and market share.

But there are several approaches. And here you will find three of the best. As well as the very worst.