1. When would a business use cost-based pricing??
2. Most clients want a quick and easy answer to the question of whether the ad works. Advertising professionals, however, tend to believe that a one-score approach to copytesting is not appropriate. Why would they feel that way? If you were helping an agency prepare for a presentation on its copytesting results, what would you suggest the agency say to explain away the idea that you can evaluate an ad with a single test?
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