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Research papers

Beyond pretesting advertising

We are living in a time in which consumers consider brands and products as more or less interchangeable. In this context, advertising offers a solution to marketing executives how to avoid this dilemma. It allows for instance to differentiate brands...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Karl-Georg Muslol, Uwe Munzinger
Company: GfK
June 15, 1988
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Citation

Muslol and Munzinger (1988a, June 15). Beyond pretesting advertising. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/beyond-pretesting-advertising