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Research papers

Measure twice and cut once

Media planning should concern itself with measuring what matters most. This is not the number of media exposure since ad recall does not follow media consumption well, high share-of-voice is not efficient, and advertising does not work in a linear...

Catalogue: WM3 2007
Author: John Hallward
Company: Ipsos MRBI
June 3, 2007
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Citation

Hallward, J. (2007a, June 03). Measure twice and cut once. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/measure-twice-and-cut-once