Evolution of beauty: Dove case study - a new brand activation research model

Tom De Ruyck, Niels Schillewaert, Steven Van Belleghem and Severine Distave

In traditional campaign post-testing, only the impact of direct exposure (people actually having seen the creative) is measured.

Evolution of beauty: Dove case study – a new brand activation research model

Tom De Ruyck and Steven Van BelleghemInSites Consulting, Belgium

Niels SchillewaertVlerick Leuven Gent Management School, Belgium; and InSites Consulting, Belgium

Severine Distave...

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