While it is important that marketers' attempts to measure effectiveness be guided by all of the principles of PACT, the research should be guided by a model of human response to communications that encompasses reception, comprehension, and behavioral response.

Question

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The statement is true, as it suggests that marketers should adhere to the principles of PACT while conducting research on measuring effectiveness, and also use a model that includes reception, comprehension, and behavioral response.

While It Is Important That Marketers' Attempts to Measure Effectiveness