Abstract
Develop alternative campaigns, nurture them, and then test them. Many firms do this, especially with TV commercials. Investments in developing TV commercials can be high, and the media costs are also high; therefore, firms should try to ensure that their ads are persuasive.
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© 2010 J. Scott Armstrong
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Armstrong, J.S. (2010). Evaluating advertisements. In: Persuasive Advertising. Palgrave Macmillan, London. https://doi.org/10.1057/9780230285804_6
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DOI: https://doi.org/10.1057/9780230285804_6
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-51189-1
Online ISBN: 978-0-230-28580-4
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