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In tough economic times it's more important that investment in advertising are profitable. In consideration of shrinking advertising budgets, benefits and impact of campaigns are increasingly viewed critical. However in advertising research it is not a priority whether a campaign or a subject suits but if the advertising reaches the targeted revenue or brand-building goals. During pre-tests are designed to reduce the risk of flopping and evaluate the estimate of advertising effectiveness before the actual circuit, is in Post-Tests the differentiated control of advertising success in focus.
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