The PreTesting Company provides research on advertising effectiveness to clients in a wide range of industries and across a plethora of media channels. The company measures how consumers respond to ads in a real world environment (do they change channels?) and how they react to ads to which they are exposed. Not limited to television ads, the company helps measure effectiveness of advertising in print, packaging, radio, outdoor, and direct mail campaigns. PreTesting's research and insights can then be used as a solid basis for creating more effective advertising campaigns. The company's testing career began in 1983 when it was founded by CEO Lee Weinblatt and president Vivian Edelberg.