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1. Compare and contrast the Ipsos-ASI Next*TV measure with rsc’s ARS Persuasion method. 2. In the context of the discussion of single-source data, explain the difference between weight tests and copy tests. Illustrate your understanding of the difference between these two types of tests by designing a hypothetical weight test and then a copy test for the same brand. 3. With reference to Frito-Lay’s copy tests in the results reveal that of the 23 commercials tested, only 57 percent of the tests generated significant differences in sales between the split panels tested. Assume that Frito-Lay’s results are applicable to television advertising in general. What is your general conclusion from this key finding?

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