1. A test of television advertising effectiveness performed by Behavior Scan will cost you, as brand manager of a new brand of cereal, over $250,000. Why might this be a prudent investment in comparison to spending $50,000 to perform an awareness study? 2. Assume that several years from now, after you have graduated college and begun a career, you open your mail one day and find a letter from Information Resources Inc. (IRI) requesting you to become a Behavior Scan panel member. Would you have any reservations about agreeing to do this? Assume that the letter is from ACNielsen, instead of IRI, requesting your participation in Scan Track. What would be your reservations, if any, in this case?
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