The rationale behind imagery transfer is that the two exposures across media count almost as three exposures because of the recall of the first during the second.
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Q9: The Shifting Reach Pattern is quite easy
Q10: Pre-season advertising is not worth using because
Q11: The "media balloon" represents just the trade-off
Q12: The primary medium has only to deliver
Q13: Secondary media are usually chosen to boost
Q15: Prime-time TV advertising is the best option
Q16: The Internet and magazines are not appropriate
Q17: There are two ways to select P-O-D
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Q19: Roberts' data suggest that the 1 day
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