In copy testing, people said our ad would increase their purchase. Did it?
Questions like this cannot be answered through follow-up of conventional copy testing because the testing experience can influence people's purchase behavior and the extent of the influence is unknown. Once your media is verified, AMC can immediately isolate the people who had exposure to it and (without having to interview them) their purchase behavior can be compared to a period before going on air. It can also be compared to people non-exposed to the ad. A definite answer is possible which can also be normalized.
This question can also be addressed to some degree through continuous tracking or post-testing.
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