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...

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