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Measuring responsiveness from a 360° angle

Date of publication: June 1, 2008

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Company: Nielsen

Author: Joan Fitzgerald

Abstract:

Imagine being able to target advertising to consumers who are responsive to advertising. Imagine being able to exclude from the media plan those consumers who are not responsive to advertising, because they may be more price sensitive, or sensitive to promotions. Imagine the improvements in return on investment of your media spend!

Joan Fitzgerald

Author

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Fitzgerald, J. (2008a, June 01). Measuring responsiveness from a 360° angle. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/coca-cola-project-shopper-360-