How The Impact Of TV Branding Campaigns Is Measured

Do most advertisers really make seat-of-the-pants judgements about the kinds of commercials they should air to promote their products—as some critics maintain—or are they more sophisticated and data-driven in making such decisions? This report traces the evolution of TV ad impact studies and the various methods now utilized by national advertisers to guide them in evaluating the effects of their TV campaigns. (5 pages text)

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