Question: Television commercials are tested in various stages of completion, including storyboards, animatics, photomatics, ripomatics, liveamatics, and finished commercials. What reservations might you have concerning the

Television commercials are tested in various stages of completion, including storyboards, animatics, photomatics, ripomatics, liveamatics, and finished commercials.

What reservations might you have concerning the ability to project results from testing prefinished commercials to actual marketplace results with real commercials? Be specific and refer to the PACT principles where appropriate.

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