You are hiring a research consulting company to help a client evaluate the effectiveness of its advertisements.

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You are hiring a research consulting company to help a client evaluate the effectiveness of its advertisements. One of the consultants recommends using focus groups to evaluate their effectiveness. Another consultant suggests that focus groups aren’t very effective for post-testing and recommends other measures. Which viewpoint do you believe is most insightful?

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Advertising & IMC Principles & Practice

ISBN: 978-0132163644

9th Edition

Authors: Sandra Moriarty, Nancy Mitchell, William Wells

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