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Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews
Edition 9ISBN: 978-1111580216Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews
Edition 9ISBN: 978-1111580216 Exercise 8
The POPAI Consumer Buying Habits Study also revealed that the highest average brand lift index from signage (rather than displays) in massmerchandise stores was dishwashing soaps, with an index of 21.65. Provide an exact interpretation of this index value.
Explanation
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The brand lift index is a tool developed...
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews
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