Testing Commercials Pre-Launch

Is it possible to test the impact of commercial likeability on short-term brand equity and recall and therefore test commercials pre-launch on their effectiveness? Prior research shows that it is hard to measure brand equity and recall by observing the commercial likeability as outcomes differ significantly. A model to test commercials pre- launch is however still desirable as even minor refinements can have a definite impact on a campaigns effectiveness. Following traditional and tested methods this study develops a model to pre- test commercials before being launched on television. This study further emphasizes that companies should make use of different commercial likeability. As annoying neutral and appealing commercials all result in a different outcome companies can choose which commercial to use depending their purpose.