Optimising advertising expenditures - how business constraints resulted in an original approach to a multi-client study

Automotive manufacturers are fighting to maximise their advertising efficiency in the context of an increasingly competitive market and significant pressure on market research budgets.

Optimising advertising expenditures – how business constraints resulted in an original approach to a multi-client study

Guillaume SaintTNS Sofres, France

Edgard TagnonRenault, France

Thomas MerchantAutomobiles Peugeot, France

INTRODUCTION

Automotive...

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