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Testing Commercials Pre-launch

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description
 

Is it possible to test the impact of commercial likeability on short-term brand equity and recall, and therefore test commercials pre-launch on their effectiveness? Prior research shows that it is hard to measure brand equity and recall by observing the commercial likeability, as outcomes differ significantly. A model to test commercials pre- launch is, however, still desirable as even minor refinements can have a definite impact on a campaigns effectiveness. Following traditional and tested methods, this study develops a model to pre- test commercials before being launched on television. This study further emphasizes that companies should make use of different commercial likeability. As annoying, neutral and appealing commercials all result in a different outcome, companies can choose which commercial to use depending their purpose.

Product Specifications
SKU :COC71093
AuthorMay Witjes
LanguageEnglish
BindingPaperback
Number of Pages68
Publishing Year2011-01-11T00:00:00.000
ISBN978-3843391771
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00
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