Split-cable transmission is an option for pilot testing television commercials. The direct mail equivalent of this technique is called

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A split-list experiment is the direct mail equivalent of split-cable transmission. In this technique, a random sample of the mailing list is divided into two or more segments, with each segment receiving a different version of the mailing. This allows for testing different variables, such as headlines or offers, to determine which version is more effective in generating responses. By comparing the response rates between the segments, marketers can make informed decisions about which version to use for the full mailing.

Split-Cable Transmission Is an Option for Pilot Testing Television Commercials