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Flashcards in chap 9 Deck (5)
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1

reasons to measure effectiveness

avoiding costly mistakes
-evaluating alternative strategies
-increasing advertising efficiency
-determing if objectives have been achieved

2

reasons not to measure effectiveness

-cost
-research problems
-disagreement on what to test.
-objectived of creative specialists.

3

what to test

-creative strtegy decisions
-creative tactic decisions
-other promotional tools.

4

pretests

results tken before test.

5

post tests

results after media exposure