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Apollo Booster from WFA
Project Apollo, Arbitron and VNU's proposed marketing information service linking advertising exposure and consumer purchase behaviour, has received the official endorsement of the World Federation of Advertisers (WFA).
The WFA is a worldwide network of 55 national advertiser associations on five continents and of over 40 of the world's top 100 advertisers. In a statement on its web site the Association says Project Apollo 'is deemed to fulfill a significant number of the criteria identified in its Blueprint for Consumer-Centric Holistic Measurement', which calls for the ability to 'know our customers beyond demographics.' The Blueprint (www.wfanet.org/blueprint.asp ) was announced earlier this year.
The WFA says Project Apollo 'promises to enable us to know our customers as buyers of our brands as well as consumers of media in a very strategic and actionable way, thus enabling a new level of media planning effectiveness and a substantial leap in media spending productivity.' It also answers the calls for 'the transition of audience measurement to accommodate the increasingly complex media consumption behavior of consumers' and for 'measurement systems [that] leave their single media silo approaches and accommodate multi-media measurement'.
The Association, several of whose members are contributing to the development of Project Apollo in the States, says it hopes to see the Project successful in the US and launching overseas. The WFA is online at www.wfanet.org and the partner companies at www.arbitron.com and www.vnu.com .
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