求翻译：The article examines the use of scanner-panel data, the record of consumer behavior created by automatic price scanners used to record purchases in retail stores, in advertising research. An overview of the history of such research is offered, and it is noted that initial studies indicated that advertising had a low rate of return in terms of increased sales. Methodological problems with the use of scanner-panel data in advertising research which caused some studies to underestimate advertising effectiveness are considered. A need is seen to incorporate other variables, such as pricing, into models of consumer decision making generated by scanner-panel data. INSET: Examining "Conventional Wisdoms" about...是什么意思？

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