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

Guillaume Saint, Edgard Tagnon and Thomas Merchant

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

As a result, six major European automotive manufacturers have combined their financial resources to form a multi-client programme, the Brand and Advertising International Tracking service from TNS. This programme enables their respective budgets to go much further, i.e. to collect significantly more information. This paper...

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