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Disadvantages of an aggregate level of analysis are that advertising may not be the only causal factor, variables may interact, and factors outside the realm of the company may be responsible for aggregated effects. Response modelling is based on input-output representations without regard for the underlying processes that are responsible for the occurrence of a relationship between advertising input and sales output. Sales output is a behavioural measure and thus a behavioural approach is needed to complement the modelling approach in understanding advertising effects.