Is My Advertising Building Brand Equity

An emphasis on advertising awareness and advertising diagnostics is no longer sufficient for evaluating the impact of advertising and other marketing communications.

Is My Advertising Building Brand Equity?

Rosana CoutoBusiness Director, Indicator Pesquisa de Mercado, Brazil. Leda KayanoMarket Research Director, Motorola, Brazil. and Tom GallagherRegional Director (Americas), NFO MarketMind, United States.

OVERVIEW

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