PROBLEMS OF COMPARATIVE‐TEST COMMERCIALS
Charles B. Schneider
(Manager of Commercial Evaluations at National Broadcasting Company, Inc)
442
Abstract
The fact that there is no apparent single standard, or guideline, within the advertising research community causes several dilemmas for those who are responsible for broadcast acceptance.
Citation
Schneider, C.B. (1984), "PROBLEMS OF COMPARATIVE‐TEST COMMERCIALS", Journal of Consumer Marketing, Vol. 1 No. 4, pp. 73-77. https://doi.org/10.1108/eb008117
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited