In quest of the Holy Grail. The bumpy road from OTS to Certainty to See

Advertisers seek accountability: ad effectiveness of media should be an integral part of planning and evaluating schedules, taking into account both single media and cross media effects.

In Quest of the Holy Grail

The Bumpy Road from OTS to Certainty to See

Herman BosVerify Nederland, Netherlands

Lucas HulsebosIntomart GfK BV, Netherlands

Marion AppelReed Business Information, Netherlands

BACKGROUND: THE ARF CIRCLE

Looking at the ARF model,...