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VI): The Digital, the Classic, the Subtle, and the Alternative (Springer, 2015).Advertising is based on high-quality research, both as to what ads are most effective with existing and potential consumers as well as in the success of each.Greater budgets allocated to digital media in particular have driven the need for campaign pre-testing.
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Overall, advertisers use post-testing to plan future advertising campaigns, so the approaches that provide the most detailed information on the accomplishments of the campaign are most valued.
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