Television commercials are tested in various stages of completion, including storyboards, animatics, photomatics, ripamatics, liveamatics, and finished commercials (see IMC Focus). What reservations might you have concerning the ability to project results from testing pre-finished commercials to actual marketplace results with real commercials? Be specific and refer to the PACT principles where appropriate.
Answer to relevant QuestionsWhat are your thoughts about the value (or lack of value) of using measures of physiological responses, such as the galvanometer? Explain your understanding of why in the case of mature products with familiar brands greater advertising weight is effective in increasing sales only when affective cues are used in advertising the brand. Assume that several years from now, after you have graduated college and begun a career, you open your mail one day and find a letter from SymphonyIRI Group requesting you to become a BehaviorScan panel member. Would you ...Describe the factors that have accounted for sales promotion’s rapid growth. Do you expect a continual increase in the use of sales promotion throughout the following decade? Assume you are the brand manager of Mountain State Bottled Water. This new brand competes in a product category with several well-known brands. Your marketing communications objective is to generate trial purchases among ...
Post your question