Title
Testing Commercials Prelaunch: The Impact of Commercial Likeability on Shortterm Brand Equity and Recall,Used
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Is it possible to test the impact of commercial likeability on shortterm brand equity and recall, and therefore test commercials prelaunch 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.
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