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,...