Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.

Question

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Copytesting is often used by advertising professionals due to the need for increased accountability and pressure to produce measurable results. However, some professionals may believe that copytesting is not always an effective method for evaluating ads.

Due to Demands for Increased Accountability, Advertising Professionals Continue to Use