A clothing manufacturer spends $6 million on trade promotions and $3 million on consumer promotions. How would you measure the impact of these expenditures? If an agency were hired to manage these expenditures, what type of measures would you insist the company utilize?

The Esomar website ( has a listing of all of the companies in the United Arab Emirates that offer advertising research services. Examine the advertising research services available. Write a short report about how advertising research services provided by your chosen agency could be used by companies to evaluate advertising campaigns.

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