Advertising is an expenditure that ultimately must be justified in terms of its effect on sales and

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Advertising is an expenditure that ultimately must be justified in terms of its effect on sales and profits, yet most evaluations of advertising are in terms of the effects on attitudes. How do you account for this apparent mismatch?
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Marketing Research

ISBN: 978-1118156636

11th edition

Authors: David A. Aaker, V. Kumar, Robert Leone, George S. Day

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