Dictionary of Marketing Terms: playback
playback
Broadcasting: reproduction of an audio or video recording, immediately after it has been made, in order to determine if the recording is of high standard. After viewing the playback, editing changes are usually made and problems that have been uncovered are rectified.
Research: respondent's verbatim account of answers to a market research survey or the details of an advertisement recently seen. A playback is generally used in qualitative market research studies to assess consumers' attitudes about a product and/or their specific recollection of an advertisement.
