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OTX, a relatively young research firm making its mark through online-based surveys, is rolling out a new custom service that could affect how advertisers plan integrated campaigns. The service, MediaCEP (for cognitive and emotive power), for the first time links copy testing and ad-effectiveness research for all media combinations in the planning process. Two years in development, OTX partnered with research consultants Sequent Partners and Pointlogic, which made it possible for MediaCEP
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