In evaluating advertising, concept tests are evaluations of completed or nearly completed advertisements.
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Q34: The percentage-of-sales method of determining a communications
Q35: A major problem with the percentage-of-sales method
Q36: The historical budgeting method is not recommended
Q37: A danger with all-you-can-afford method of communication
Q38: Although it is difficult to measure the
Q40: In evaluating advertising, copy tests are evaluations
Q41: In evaluating advertising, recall tests are evaluations
Q42: In evaluating advertising, day-after recall (DAR) tests
Q43: The goal of copy tests is to
Q44: Because of the short-term impact of promotions,
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