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Paper
1.
Measuring responsiveness from a 360 degree angle - are you reaching consumers who respond to advertising for your brands?
Joan FitzGerald, ESOMAR, Worldwide Multi Media Measurement (WM3), Budapest, June 2008
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 ...

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