Back

Measure twice and cut once

Date of publication: June 3, 2007

Catalogue: WM3 2007

Company:

Author: John Hallward

Abstract:

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

Author

This is a long description of some author details.

  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Hallward, J. (2007a, June 03). Measure twice and cut once. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/measure-twice-and-cut-once