A pharmaceutical business reads a research report published by a leading university that suggests consumers are 20 per cent less likely to use over-the-counter medicines if these have not been...

A pharmaceutical business reads a research report published by a leading university that suggests consumers are

20 per cent less likely to use over-the-counter medicines if

these have not been advertised on TV over the last 12

months. What questions might the business want to ask of

the research conducted before making any decision on

whether to advertise?