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, United States
WHAT HAPPENED TO MY AD BUDGET?
Advertising Age's 2003 “100 Leading National Advertisers” reported that General Motors, Ford, DaimlerChrysler, Toyota, Honda, Nissan, Volkswagen, Mitsubishi, and Kia spent a combined total of $12,268,000,000 in U.S. advertising spending. That's more than $12 billion dollars in just the United States alone for just nine companies, a lot of money by anyone's standards.
Nearly a century ago department...