Efficient assessment of campaign value

This paper describes a newspaper study carried out for the Swedish Newspaper Association using short message service (SMS) interviews with a panel of mobile phone users.

Efficient Assessment of Campaign Value

Torbjrn MrtenssonMrtensson Marknadsinformation andAnders WestlundStockholm School of Economics

 

A Swedish study on newspaper coverage on a daily basis, conducted by short message service (SMS) interviews with a panel of mobile phone users, shows promising results. It can be developed into a useful tool for campaign evaluation and bring new insights to coverage and frequency estimates.

The study was initiated by the Swedish Newspaper Publishers Association, and it is a response to the demands from advertisers that newspapers must report their actual coverage with reliability, but without time delay, and...

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