Predicting advertising efficiency - panel, neuromarketing, or theory-driven message analysis?

Bruno Poyet and Olivier Koenig

To anticipate and understand the impact of an advertising message, marketing professionals are looking for new solutions.

Predicting advertising efficiency – panel, neuromarketing, or theory-driven message analysis?

Bruno Poyet and Olivier KoenigImpact Mémoire!, France

INTRODUCTION

Predicting the efficiency of an advertisement campaign is extremely valuable for an...

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