Advertising testing inspires confidence in both creative agencies and their clients.  At the concept stage, creative testing provides direction and insight from your target audience.  Once a concept is developed, pre-production testing offers clarification for the final creative execution.  Most concept and pre-production testing is done in a focus group setting.  In television and radio ad testing, the addition of Perception Analyzer technology enhances the experience by providing an in-depth view of how each second within a spot is perceived by audience members.  Telephone research also is useful in testing the impact of an advertising campaign through pre and post-tests.