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4min chapter
Les & Sarah’s big review of the year
Uncensored CMO
Share of Voice and Market Share
Examining the effectiveness of share of voice in predicting market share and the impact of tactical media and audited vs unordered share of voice. Also discussing the findings of the ARF Copy Validation Project on pre-testing ads and the importance of variables and methodology in building models.
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Discover
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Listen to the best highlights from the podcasts you love and dive into the full episode