I Did Not Hear You the First Time

Chris Mee and Tim Foley

This paper demonstrates the use of econometrics in the research environment. Traditional media econometrics has used a decayed TVR approach to account for the effects of advertising.

I Did Not Hear You The First Time

How media focused econometrics helped us boost sales

Chris MeeHead of Brand Analysis (Brand Science), PHD Network, United Kingdom. and Tim FoleyDirector, Communications Insights - Worldwide, Omnicom Media Group, United Kingdom....

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