Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 6

Television commercials are tested in various stages of completion, including storyboards, animatics, photomatics, ripomatics, liveamatics, and finished commercials (see IMC Focus ). What reservations might you have concerning the ability to project results from testing prefinished commercials to actual marketplace results with real commercials Be specific and refer to the PACT principles where appropriate.