An ad cannot create any effect if it is not processed. And besides that, an ad cannot create impact if the ad is not correctly linked to the brand. In practice these two hurdles have proven to be the most difficult ones based upon years and years of tracking data for all possible brands. Only 20% of all ads get noticed and are correctly branded, which means that there is 80% waste. The reason why so many ads are not able to break through the clutter, get noticed and build brand memory structures is because they are pre-tested in the wrong way. DVJ Insights will illustrate why “Forced Exposure Testing” is misleading and should not be used in advertising testing.