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Predicting advertising efficiency

Date of publication: September 21, 2005

Catalogue: Congress 2005: Making A Difference

Authors: Bruno Poyet, Olivier Koening

Abstract:

To anticipate and understand the impact of an advertising message, marketing professionals are looking for new solutions. This presentation presents the IM! (Impact Memoire) Method, particularly useful in increasing effectiveness during the campaign conception phase. The IM! methodology was invented to help create and deliver effective advertising messages in conjunction with discoveries from Cognitive Sciences on the functioning of our memory.

Bruno Poyet

Author

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Olivier Koening

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Poyet and Koening (2005a, September 21). Predicting advertising efficiency. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/efficiency-of-investments-into-advertising