Question: 8 . On p . 1 1 , it mentions A / B testing TV advertising. On p . 2 3 , it presents a

8. On p.11, it mentions A/B testing TV advertising. On p.23, it presents a table showing 4 cells, namely 2(before vs. after ads)\times 2(treated vs. control markets). Could you explain why they couldnt just run the ad on all the markets and see whether the sales differ comparing before and after the ad? Namely, why did they need to consider the difference between treated vs. control markets?

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