Predicting advertising efficiency

Date of publication: September 21, 2005

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.

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