{"product_id":"testing-commercials-pre-launch-von-may-witjes","title":"Testing Commercials Pre-launch","description":"\u003cp\u003eIs 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.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783843391771\"\u003e\u003ch3\u003eThe Impact of Commercial Likeability on Short-term Brand Equity and Recall\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783843391771","offer_id":39470059389021,"sku":"9783843391771","price":49.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/fd953d7d-3143-4a86-a0d9-c8e180c73db1.jpg?v=1775195297","url":"https:\/\/shop.autorenwelt.de\/products\/testing-commercials-pre-launch-von-may-witjes","provider":"Autorenwelt Shop","version":"1.0","type":"link"}