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Research papers

Brand-to-media consonance assessments

This paper describes the work conducted by Kohler Co. and Brand Keys, Inc. in support of a Brand-to-Media Consonance Model as a way of optimizing traditional media planning tools. Media planning has become increasingly difficult: the lines are...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Robert Passikoff, Manuel Gutierriez
Company: Brand Keys, Inc.
June 13, 2002