Abstract
There are seven empirical research studies on the Lister-ine corrective advertising campaign, the first such campaign ordered by the courts. Five of these studies were conducted in experimental settings, and the two studied the actual corrective advertising campaign in a real world environment. This paper presents the results of research which attempts to link the “experimental world” to the “real world” by comparing the effectiveness of previously tested hypothetical corrective ads with the “real” corrective ad copied from national TV.
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© 2015 Academy of Marketing Science
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Armstrong, G.M., Gurol, M.N., Russ, F.A. (2015). A Comparsion of the Listerine Corrective Advertisement with Specially Designed Corrective Messages. In: Rogers III, J., Lamb, Jr., C. (eds) Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16937-8_134
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DOI: https://doi.org/10.1007/978-3-319-16937-8_134
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16936-1
Online ISBN: 978-3-319-16937-8
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