Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

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It is desirable that measurements of advertising effectiveness focus on sales response rather than on some precursor to sales, yet measuring sales response to advertising is typically difficult. What complicates the measurement of sales response to advertising To answer this question, please return to Chapter 8 and the section on using sales as an objective for marcom programs, as well as the Marcom Insight in this chapter.