Brand Keys launches ad measurement model

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New York--Brand Keys Inc., which develops brand and customer loyalty measurement services, will launch a new methodology to determine how media selections help or hurt an advertiser’s brand. The service, which will be unveiled at the Advertising Research Foundation’s annual convention in New York on April 11, is called the Brand-to-Media Consonance Model. It compares the relative effectiveness of media within or across categories (such as TV versus TV, or magazines versus TV), and helps advertisers determine how specific media choices affect brand value.
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