Some companies test their commercials in rough formats described in the chapter. Others only test the commercials

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Some companies test their commercials in rough formats described in the chapter. Others only test the commercials in finished form. Discuss some of the advantages and disadvantages of conducting tests at both stages.

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Advertising and Promotion An Integrated Marketing Communications Perspective

ISBN: 978-1260152302

11th Edition

Authors: George E Belch, Michael A Belch

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Question Posted: Jun 11, 2019 11:51 AM

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Some companies test their commercials in rough formats described in the chapter. Others only test the commercials

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The clear advantage of rough testing is the cost savings Given that roughs correlate so ...View the full answer

Advertising and Promotion An Integrated Marketing Communications Perspective

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