TV Press

Print is traditionally valued for its long-term effects on image and awareness building. This paper shows how data from the Nielsen Homescan Panel can also be used to measure its short-term effects on sales for fast moving consumer goods.

TV Press

Measurement of short-term effectiveness on sales

Carole Fagot Media Marketing Manager, EMAP France, France. andFrançois Charton Research Manager, CIA Le Lab, France.

INTRODUCTION

Several methodologies have been developed to measure the effects...