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.
Answer the following statement true (T) or false (F)
True
While it is important that marketers' attempts to measure effectiveness be guided by all of the principles stated, the research should be guided by a model of human response to communications that encompasses reception, comprehension, and behavioral response. A problem with digital metrics is that they often don't provide insights into the consumer response processes because the measures are behavioral and provide no insights into the emotional side. An effective measure must include some relationship to the communication process.
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