... Doesn’t provide a before-the-fact indication Offers important information for evaluating a commercial’s effectiveness and whether it should continue to run © 2010 South-Western, a part of 10–17 ... brand is advertised under real-world, in-market conditions © 2010 South-Western, a part of 10–26 Table 10.2 ARS Persuasion Scores and In-Market Results © 2010 South-Western, a part of 10–27 Measures ... advertisements Explicate the role of persuasion measurement, including pre- and post-testing of consumer preference © 2010 South-Western, a part of Cengage Learning All rights reserved 10–2 Chapter...