PROBLEMS OF COMPARATIVE‐TEST COMMERCIALS

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