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Research papers

Measuring the immeasurable

The effectiveness of advertising is diminishing. A fragmenting audience, increasing advertising overload and the consumer's growing possibilities of avoiding commercials threaten the relevance of 'above the line' advertising. 'Traditional' measures...

Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Nicole Scheibenreif, Andy Santegoeds, John H. Faasse
June 1, 2008
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Citation

Scheibenreif, Santegoeds and Faasse (2008a, June 01). Measuring the immeasurable. ANA - ESOMAR. Retrieved May 13, 2024, from


https://ana.esomar.org/documents/measuring-the-immeasurable