2.4. Measuring Media Efficacy
With more consumer information available, it is increasingly possible to assess ROI.
- In the face of media fragmentation and audience loss, how should firms trade off reach versus targeting in advertising and promotion?
- What are the key advances in audience measurement as television shifts to digital, and how can this information be used to measure advertising response.
- Why are ad elasticities so low?
- What are the best approaches to validating purveyed advertising metrics?