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| Author: | Forde, C. (et al.) |
| Title: | A classic formula. End-to-end insight with added productivity |
| Journal: | Journal of Advertising Research
2009 : SEP, VOL. 49:3, p. 266-270 |
| Index terms: | market segmentation advertising consumer research life style media research planning marketing brands international companies |
| Language: | eng |
| Abstract: | The Coca-Cola Company (hereafter as: C-C-C.) company has introduced an innovative way to maximize insights and minimize costs despite an era of belt tightening. The successful formula is SPAN (Segmentation of People, Attitudes, and Needs) which links consumer research with syndicated lifestyle and media research on a global scale, providing enhanced and integrated insights. The benefits of SPAN found by the C-C-C. are better connections and media planning, more effective and efficient media investment, and better portfolio planning and targeting. |
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