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对广告信息传播的经济效果的测定是一项很有意义的工作．而目前国内这方面的工作才刚刚起步，本文试从事前、事中、事后的角度对这一问题进行了探讨。
The determination of the economic effects of advertising messages is a very meaningful exercise. At present, the work in this field in China has just started. This article tries to discuss this issue from the angle of before, during and afterwards.