Question: It is desirable that the measurement of advertising effectiveness focuses
It is desirable that the measurement of advertising effectiveness focuses on sales response rather than on some precursor to sales, yet measuring sales response to advertising is typically difficult. What complicates the measurement of sales response to advertising? To answer this question, please return to Chapter 8 and the section on using sales as an objective for marcom programs, as well as the Marcom Insight in this chapter.
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