Question: Television commercials are tested in various stages of completion including
Television commercials are tested in various stages of completion, including storyboards, animatics, photomatics, ripamatics, liveamatics, and finished commercials (see IMC Focus). What reservations might you have concerning the ability to project results from testing pre-finished commercials to actual marketplace results with real commercials? Be specific and refer to the PACT principles where appropriate.
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