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|Author(s): Leslie Wood, James Spaeth
Collection: WM3 - Worldwide Multi Media Measurement 2008
Keywords: Media Testing, Sales Forecasting
|PDF version (download)|
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This presentation reports on early, but very promising, research results toward an innovative media selection factor. Media Ad Xponent(SM) isolates a program’s contribution to a commercial’s ability to motivate incremental brand sales, above and beyond its ability to deliver recent category purchasers. This new learning evidences the economic value of single source data and supports our belief that it will soon return to the marketplace.