Seeking the Holy Grail
This paper explores the potential of single source research to measure the association of an advertising campaign by a major U.S. retailer to product purchase behaviours in their stores. In a 2003 Single Source research pilot, the same research panelists scanned their product purchases and carried portable people meters (PPMs) that collected their television and radio media exposure. The paper explores how Single Source research can be used by marketers to better assess their return on media investment, by identifying media that are the best opportunity to reach behaviour-based customer targets, instead of using surrogate targets based on demographic characteristics.
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