Syndicated, other research: Project Apollo

 

This paper argues the case for the industry-wide development of a consumer-centric approach to media audience measurement, as advocated by the WFA's Blueprint initiative. Despite the termination of Pr ...

This paper reports on early research results aiming to establish how media selection contributes to an advertisement's ability to motivate incremental brand sales, above and beyond its ability to deli ...

The best time to reach a potential buyer with advertising is immediately before they make their choice. This model of 'recency planning' is often ignored, however, as a result of a considerable amount ...

Understanding and measuring advertising and buyer loyalty have been on marketers' agendas for many decades. However, the act of bringing the two together has been limited due to the data requirements ...

This paper explores consumer responsiveness to advertising, in order to establish the relationship between product sales and individuals' exposure to advertising. It aims to move beyond a 'retail-cent ...

This article discusses the value to marketers of pure single-source data (such as Project Apollo), and that the need for accountability, at a time of increasing media fragmentation, is driving interes ...

Project Apollo is a single-source service developed to provide direct links between advertising and purchasing behavior at the household level. The goal is to achieve a consumer-centered view across a ...

The elusive, often hoped for and most desirous forms of data for most advertising researchers are single source data. Project Apollo has begun to deliver these data in the United States and we are all ...

Project Apollo's results are relevant to all the critical stages of marketers’ brand evaluations – from initial planning to bottom-line payoff. This paper will review Project Apollo’s multimedia techn ...

Dr Roberta McConochie, a director of Arbitron Inc, argues that current media measurement methods are failing to cope with declining consumer cooperation, conservative media owners (still preferring tr ...

This article discusses the VNU/Arbitron 'Project Apollo', which uses portable people meters (PPMs) to pick up encoded messages, combined with barcode scanning of purchases, to deliver single-source da ...

In his regular comment on the US advertising scene, Joe Mandese discusses the two big marketing initiatives taken by Proctor & Gamble in 2004. Firstly, their championing of ‘a channel neutral approa ...