Framework:Advertsing Measurement

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Reach × Resonance = Reaction

Reach

Who saw the campaign?

• Impressions
• GRPs
• Frequency
• Recall

Resonance

Did it influence their opinion?

• IAAU Testing
• Copy Testing
• Message Testing

Reaction

Was there a business impact?

• Market Mix Model
• Test & Learn Insights
• Campaign Wrap Results