No advertising "absolutely can be measured" because no one has access to time machines nor alternate universes to see what a consumer would have done without th

No advertising "absolutely can be measured" because no one has access to time machines nor alternate universes to see what a consumer would have done without the advertising. This is a simple fact. Of course, when you can invent your own criteria ("brand consideration," "shopping behavior," "incremental purchase value,"), you can't be wrong.