Measuring responsiveness from a 360 degree angle - are you reaching consumers who respond to advertising for your brands?

Joan FitzGerald

This paper explores consumer responsiveness to advertising, in order to establish the relationship between product sales and individuals' exposure to advertising.

Measuring responsiveness from a 360° angle – are you reaching consumers who respond to advertising for your brands?

Joan FitzGeraldNew Product Development, Arbitron Inc., United States

INTRODUCTION

Imagine being able to target advertising to consumers...

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