Why won't my text-tone play?

I have the new iPhone 4s and the latest software update.  I recently purchased a new alert tone from the iTunes store.  I open up my sounds/settings and for my text alrert, I click on my newly purchased tone and it previews totally fine.  So I select it.  But then when someone texts me, it doesn't play the sound.  If I pick one of the sounds that came with the phone, it plays those when I receive a text. 
How do I get the sound that I purcahsed, to be used for the text?

Try turning off your phone by holding the Sleep and Home Button until the Apple Logo appears. It'll soft reset your phone to start up again. I was having this same exact problem. Simply turning off the phone this way resolved my issue.

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