Measure twice and cut once

Date of publication: June 3, 2007

Catalogue: WM3 2007


Author: John Hallward


Media planning should concern itself with measuring what matters most. This is not the number of media exposure since ad recall does not follow media consumption well, high share-of-voice is not efficient, and advertising does not work in a linear fashion. This paper introduces Ipsos' new Brand*Graph 360 tool which uses 'consumer mix modeling' to assess the reach and response of each touch-point on key brand objectives.

John Hallward


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