TITLE

Initiative Puts Value on Placement

AUTHOR(S)
Lafayette, Jon
PUB. DATE
August 2005
SOURCE
Television Week;8/22/2005, Vol. 24 Issue 34, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Presents information on PreSENSE, a tool developed by advertisement buying firm Initiative that can help marketers analyze the impact of product placement integrations and predict the value of integrations being proposed by television networks and production companies. Other uses of PreSENSE; Advantages of the tool; Reasons behind the difficulty experienced by brands in generating recall within scripted shows than within reality television programs.
ACCESSION #
18120367

 

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