|Author(s): Joan Fitzgerald
Collection: WM3 - Worldwide Multi Media Measurement 2008
Keywords: Audience Research
ESOMAR Best Paper Award 2007/2008
|PDF version (download)|
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Imagine being able to target advertising to consumers who are responsive to advertising. Imagine being able to exclude from the media plan those consumers who are not responsive to advertising, because they may be more price sensitive, or sensitive to promotions. Imagine the improvements in return on investment of your media spend!