Project Apollo's spotlight on consumers and ROI - results preview from USA pilot

Don Gloeckler, Linda Dupree and Leslie Wood

Project Apollo's results are relevant to all the critical stages of marketers’ brand evaluations – from initial planning to bottom-line payoff.

Project Apollo's spotlight on consumers and ROI – results preview from USA pilot

Don GloecklerMedia Research North America, The Procter & Gamble Company, United States

Linda DupreePortable People Meter New Product Development, Arbitron Inc., United States

Leslie WoodLeslie Wood Research, United States

INTRODUCTION

Background

Over the past several years, advertisers have identified the difficulties of capturing consumers' full media experiences and the failure to provide an adequate accountability basis for media planning (e.g., Glock 2004). The marketers' call to action focuses on two critical assertions:

  • First, advertisers require more complete, integrated understanding of consumers' total media experiences,...

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