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Research papers

Should we forget advertising awareness?

Advertising awareness, the most used ad efficiency metric, is increasingly questioned by advertisers. Indeed, this measure is based on old economic theories of the consumer behaviour. In the 90s, academic researches, in particular those based on...

Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Valerie Morrisson, Pierre Gomy
Company: KANTAR TNS Malaysia
June 1, 2008