What should be included in a strategy during pre-production testing?

In a public communication campaign, the pre-production testing phase is critical for refining and validating the concepts that will ultimately be communicated to the target audience. Concept development is integral during this phase as it focuses on crafting and testing initial ideas and messages to ensure they resonate with the audience. This would involve gathering feedback on the proposed concepts, which can help inform adjustments that better align with audience expectations and campaign objectives.

Choosing concept development underscores the importance of foundational elements of a campaign before moving into production. This period is all about exploring creative angles, ensuring the messaging is clear, appealing, and effectively addresses the campaign goals. Thus, testing the concepts during pre-production helps guide the overall direction of the campaign and provides insights that can lead to a more impactful execution in later stages.

In contrast, media buying plans, finalizing design elements, and implementation timelines typically occur after the concept has been tested and refined, making them less relevant in the pre-production testing phase.