In an ad campaign, the researchers evaluate the promotion effort while it is running in the market place. This process is called;

Name: In an ad campaign, the researchers evaluate the promotion effort while it is running in the market place. This process is called;
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Concurrent Testing refers to the evaluation of a promotion effort or campaign while it is active in the market. This allows researchers to make real-time adjustments to improve the campaign's effectiveness.

In an Ad Campaign, the Researchers Evaluate the Promotion Effort