How to compare focal lengths of full frame and APS-C lenses?

How to compare focal lengths of full frame and APS-C lenses? My understanding is that APS-C cameras effectively crop the image, giving the appearance of a longer focal length. I grasp this concept. However, I'm unclear whether this effect is considered in the marketing or naming of lenses. To clarify with a specific example, which lens would have a longer focal length on an APS-C camera?
A Tamron 17-70m...

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