5. Review the validity problems inherent in the McCollum/Spielman theater testing approach. Compare these to a. The

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5. Review the validity problems inherent in the McCollum/Spielman theater¬

testing approach. Compare these to

a. The Mapes & Ross method.

b. The ASI Apex method.

c. The Tele-Research approach.

d. The Behavior Scan approach.

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Advertising Management

ISBN: 199027

5th Edition

Authors: David A. Aaker

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