14. Planning an Advertising Campaign Budget Approach/ Method Methodology Arbitrary Setting the advertising budget at a level of specified by a high level of executive in the firm.
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23. Planning an Advertising Campaign Unaided Recall Test A post test in which respondent identify ads as they have recently seen but are given no recall clues. Aided Recall Test A post test that asks respondents to identify the recent ads and provides clues to joy their memories.