Measuring responsiveness from a 360 degree angle - are you reaching consumers who respond to advertising for your brands?

This paper explores consumer responsiveness to advertising, in order to establish the relationship between product sales and individuals' exposure to advertising.

Measuring responsiveness from a 360° angle – are you reaching consumers who respond to advertising for your brands?

Joan FitzGeraldNew Product Development, Arbitron Inc., United States

INTRODUCTION

Imagine being able to target advertising to consumers who are responsive to advertising. Imagine being able to exclude from the media plan those consumers who are not responsive to advertising, because they may be more price sensitive, or sensitive to promotions. Imagine the improvements in return on investment of your media spend!

Marketing best practices includes targeting consumers who are the most promising prospects for brand growth. Marketers typically consider purchasing behaviors...

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