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1. What’s the distinction between the pre- and post testing forms of advertising research? Which in your opinion is more important? Be sure to justify your response. 2. The  test is based on a measure of recognition in comparison to day after recall testing, which, of course, is based on a recall measure. Present an argument as to why the  recognition measurement might be more appropriate than the recall measurement in attempting to determine the effectiveness of television commercials. To facilitate your discussion, consider the difference between multiple-choice testing (a form of recognition measurement) and essay testing (a form of recall measurement).


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