Driving automotive sales: Audience Medium Valuation (AMV). Integrating attitudinal and behavioral brand data to provide leading-indicator media ROI assessments

This paper describes an innovative audience assessment approach that integrates attitudinal and behavioral data as developed by Brand Keys, Inc.

Driving Automotive Sales: Audience Medium Valuation (AMV)

Integrating Attitudinal and Behavioral Brand Data to Provide Leading-Indicator Media ROI Assessments

Robert PassikoffBrand Keys, Inc., United States

Charlene WeislerDirector of Research, Rainbow Media, United States

WHAT HAPPENED TO MY AD BUDGET?

Advertising Age's 2003 “100 Leading National Advertisers” reported that General Motors, Ford, DaimlerChrysler, Toyota, Honda, Nissan, Volkswagen, Mitsubishi, and Kia spent a combined total of $12,268,000,000 in U.S. advertising spending. That's more than $12 billion dollars in just the United States alone for just nine companies, a lot of money by anyone's standards.

Nearly a century ago department...

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