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Scoring media for ROI potential

Date of publication: June 1, 2008

Catalogue: WM3- Worldwide Multi Media Measurement 2008

Authors: Leslie Wood, James Spaeth

Abstract:

This presentation reports on early, but very promising, research results toward an innovative media selection factor. Media Ad Xponent(SM) isolates a program's contribution to a commercial's ability to motivate incremental brand sales, above and beyond its ability to deliver recent category purchasers. This new learning evidences the economic value of single source data and supports our belief that it will soon return to the marketplace.

Leslie Wood

Author

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James Spaeth

Author

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Wood and Spaeth (2008a, June 01). Scoring media for ROI potential. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-roi-imperative