Measuring Responsiveness From a 360 Angle
Are You Reaching Consumers Who Respond to Advertising For Your Brands?

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Author(s): Joan Fitzgerald
Collection: WM3 - Worldwide Multi Media Measurement 2008
Keywords: Audience Research

ESOMAR Best Paper Award 2007/2008
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EUR 15.00
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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!

Date of publication: 01.06.2008
ISBN: 92-831-0222-3
Order Code: S330_05
Number of pages: 17

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