What are some of the problems with existing effectiveness measures? Discuss the essentials of effective testing methods.

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Advertising and Promotion An Integrated Marketing Communications Perspective

ISBN: 978-0078028977

10th Edition

Authors: George Belch, Michael Belch

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Question Posted: Jan 14, 2015 09:44 AM

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What are some of the problems with existing effectiveness measures? Discuss the essentials of effective testing methods.

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Many measures of effectiveness that are used are not truly measuring outputs but rather they are tes...View the full answer

Advertising and Promotion An Integrated Marketing Communications Perspective

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