With reference to Frito-Layâ€™s copy tests in Table 17.3, the results reveal that of the 23 commercials tested, o
72 % (659 Review)
With reference to Frito-Layâ€™s copy tests in Table 17.3, the results reveal that of the 23 commercials tested, only 57 percent of the tests generated significant differences in sales between the split panels tested. Assume that Frito-Layâ€™s results are applicable to television advertising in general. What is your general conclusion from this key finding?
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