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In addition, in order to provide some common currency across pre-tests and tracking, TRBI uses measures which are the equivalent of involvement or appreciation, interest or persuasion, and salience or distinctiveness.
TRBI bases its evaluation primarily on the extent to which the ad has achieved its stated objectives.
TRBI has also attempted to supplement 'question-and-answer' pretesting and tracking with questions which are designed to tap into the more subconscious sensory associations with brands.
Neil subsequently joined Hall & Partners as Head of UK Quantitative, and then three years ago established TRBI's Quantitative Advertising unit.
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