Scoring media for ROI potential

Leslie Wood and James Spaeth

This paper reports on early research results aiming to establish how media selection contributes to an advertisement's ability to motivate incremental brand sales, above and beyond its ability to deliver recent category purchasers.

Scoring media for ROI potential

Leslie WoodMedia Trust LLC and Leslie Wood Research, Inc., United States

James SpaethMedia Trust LLC and Sequent Partners, United States

INTRODUCTION

Accountability, the ability to make media evaluations and selections based...

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