No one would willingly fly in a plane with faulty gauges. No pilot would chance a takeoff without a complete set of working instruments. And yet, the CPGs (Consumer Packaged Goods companies) seem to be flying with faulty gauges to measure their advertising.
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Mike is a 40+ year veteran of advertising measurement that spans: measurement system development, copy testing, split-cell test markets, predictive market models, ad awareness tracking, media analysis and sales response modeling. . He has extensive exp… read more