A Test of Media Effectiveness for Imperial Margarine
Sharon PaskowitzACNielsen, CanadaandBill BennettBBM Bureau of Measurement, Canada
BACKGROUND
BBM Bureau of Measurement is an industry cooperative that collects ratings data for both radio and television. BBM is a notforprofit organization that discovered a surplus had accrued in its radio division at the end of the 1997 fiscal year. BBM used this surplus to fund a study that demonstrated the effectiveness of the radio medium in generating sales. Working with the Radio Marketing Bureau, we found a willing national consumer packaged goods advertiser to act as the test...