Monitoring advertising performance: Measuring effects - a new perspective

Tim Bowles

A review of the interest in single-source data, argued to be a superior alternative to fusion techniques, and the most recent developments in this approach, especially IRI's BehaviorScan.

Measuring Effects – A New Perspective

Monitoring Advertising Performance

Tim BowlesAudits of Great Britain

Target marketing is the phrase on everyone's lips, and the enthusiasm for target marketing is driven by a number of developments in the market and media world. At the same time as we are experiencing a fragmentation of the media, with the development of additional broadcast channels, cable TV, satellite and a new generation of newspapers, we are also seeing a corresponding fragmentation in consumer markets. In branded goods much of the profitable growth in recent times has been centred on the development of...

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