Measuring ad effectiveness

08/16/2005 | Wall Street Journal, The

WPP Group CEO Sir Martin Sorrell has taken to referring to econometric analysis as "the Holy Grail" of advertising. WPP's Mindshare along with Omnicom Group's OMD Metrics and other media agencies are making significant investments in developing econometric models for measuring the impact of advertising on sales.

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Wall Street Journal, The

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