Evaluating advertisements

J. Armstrong

A chapter in Persuasive Advertising, 2010, pp 287-292 from Palgrave Macmillan

Abstract: Abstract Develop alternative campaigns, nurture them, and then test them. Many firms do this, especially with TV commercials. Investments in developing TV commercials can be high, and the media costs are also high; therefore, firms should try to ensure that their ads are persuasive.

Keywords: Expert Judgment; Advertising Campaign; Vacuum Cleaner; Relevant Principle; Celebrity Endorsement (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-28580-4_6

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DOI: 10.1057/9780230285804_6

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