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For many years, Northwest Petroleum Company, one of the large advertisers in the United States, had been concerned with the virtual impossibility of measuring the effectiveness of its advertising. The management which are the firms executive committee is having a trouble in deciding on a particular advertising campaign that they will run.
The advertising agency of Northwest Petroleum Company has the capability to present data on the ability of certain ads to catch consumer attention, the sales point remembered by consumers who read the ads and the consumer preferences among different ads...
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