Издательство: | Книга по требованию |
Дата выхода: | июль 2011 |
ISBN: | 978-3-8433-9177-1 |
Объём: | 68 страниц |
Масса: | 123 г |
Размеры(В x Ш x Т), см: | 23 x 16 x 1 |
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.
Данное издание не является оригинальным. Книга печатается по технологии принт-он-деманд после получения заказа.