Abstract:

Today, we want to share with you some new and exciting advertising research that The Coca-Cola Export Corporation, and Seymour Smith Associates have conducted in the past year. It is new in the sense that it marks the first adaptation of the T-Meter technique to the advertising research needs of the brand Coca-Cola. And, despite the fact that the T-Meter technique has been in use since 1960, this marks the first time this technique has been extended into behavioural data. We have been successful in designing a series of international studies that demonstrate advertising is responsible for sales that would not occur otherwise.