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Transcript 
Why to not measure ad effectiveness?
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Creative “history” doesn’t often repeat itself
Cost-benefit analysis is prohibitive
No agreement on what to test
Pre-testing stifles creativity
Results don’t generalize to actual market conditions
Tests can’t account for wearout/repetition effects
Consumer preference/market volatility issues
No clear way to measure the link between cause
and effect (did ad really affect sales?)
5/23/2017
Advertising & Public Relations - Lecture
13
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