The effectiveness of promotional spending is best determined by the methods of direct sales results tests and indirect evaluations.

Question

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Direct sales results tests measure the immediate impact of promotional activities on sales, providing clear, quantifiable data. Indirect evaluations, such as brand awareness and customer satisfaction surveys, help assess the longer-term effects of promotions on consumer attitudes and behaviors, offering a comprehensive view of promotional effectiveness.

The Effectiveness of Promotional Spending Is Best Determined by the Methods