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...