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An advertising copy analysis reveals different effects in terms of several attributes of the spot: its quality, position, length, airing time, etc... It also takes into consideration the interactions between these attributes. For example, the effect of the early positions is different depending on the quality of the spot, the amount of overall advertising pressure and other variables, so that the mean effect taking into account the advertising pressure (green line), is heavily modified when considering the crossed effects of the rest of the advertising variables (orange line).
