Arbitron And VNU Set Second Meeting For National Marketing Research Service
December 1, 2005 at 10:22 AM (PT)
ARBITRON and VNU have scheduled a second PROJECT APOLLO STEERING COMMITTEE meeting on JANUARY 11, 2006 with advertisers, agencies and market research firms gathering in NEW YORK to set the direction for the pilot test for a new national marketing research service, called PROJECT APOLLO. The service is designed to collect multi-media exposure and purchase information from a common sample of consumers who are wearing ARBITRON’S PORTABLE PEOPLE METER (PPM).
The first meeting was OCTOBER 19. Discussions included how to develop the capability to measure the return on investment for marketing efforts and how to realize the full value of this better understanding of the link between consumer exposure to advertising on multiple media, and their shopping/purchase behavior.