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1. It is desirable that measurements of advertising effectiveness focus on sales response rather than on some precursor to sales, yet measuring sales response to advertising is typically difficult. What complicates the measurement of sales response to advertising? To answer this question, please return to Chapter 6 and the section on using sales as an objective for marcom programs. 2. PACT principle 2 states that a good copy testing system should establish how results will be used in advance of each copy test. Explain the specific meaning and importance of this copy testing principle. Construct an illustration of an anticipated result lacking a sufficient action standard and one with a suitable standard.

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