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Building Brands: Heavy Buyers or Non-Buyers – The Debate Goes On

  • Leslie Wood, Chief Research Officer, Nielsen Catalina Solutions and Rachel Kennedy, Associate Director, Product Development, Ehrenberg-Bass Institute
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Summary

The industry has oversimplified messages from Ehrenberg-Bass Institute and Nielsen Catalina Solutions on the question of who do you target in your advertising? The answer: neither and it depends on brand characteristics, strategic choices, who resonates with the brand/ad, etc.