8. Which kinds of firms are likely to invest in advertising and sales experiments? Why are experiments

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8. Which kinds of firms are likely to invest in advertising and sales experiments?

Why are experiments used infrequently? What are the problems and limita¬

tions of experiments? Why are experiments involving tests of reduced adver¬

tising expenditures so rare?

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Advertising Management

ISBN: 199027

5th Edition

Authors: David A. Aaker

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