Question: Most clients want a quick and easy answer to the question of whether the ad works. Advertising professionals, however, tend to believe that a one-score

Most clients want a quick and easy answer to the question of whether the ad works. Advertising professionals, however, tend to believe that a one-score approach to copy testing is not appropriate. Why do they feel that way? If you were helping an agency prepare for a presentation on its copy testing results, what would you suggest the agency say to explain away the idea that you can evaluate an ad with a single test?

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