für 44.10€ kaufen ··· 9783843391771 ··· 10361102814 ··· 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. Hersteller: LAP Lambert Academic Publishing Marke: LAP Lambert Academic Publishing EAN: 9783843391771 Kat: Hardcover/Sozialwissenschaften, Recht, Wirtschaft/Wirtschaft/Werbung, Marketing Lieferzeit: Sofort lieferbar Versandkosten: Ab 20¤ Versandkostenfrei in Deutschland Icon: https://www.inforius-bilder.de/bild/?I=1hVQxSFPf%2BsVu%2F0uZqtGMk6ctdi1B19oJgFpDUAfoIc%3D Bild:
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