Abstract
How can concept testing be used to reduce the risk of advertising failures? For which specific purposes is concept testing well-suited; for which is it ill-suited? The author examines the logic of four specific rationales and techniques, and provides some interesting answers.
Subject
Marketing,Business and International Management
Cited by
2 articles.
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1. Concept Testing;Classroom Companion: Business;2022
2. AN ANALYTICAL MODEL OF BUYER-SELLER BEHAVIOR;Decision Sciences;1970-07