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Brand Studies True Now, Maybe Later

MediaPost: Where Has My Audience Gone?

Jim Meskauskas harkens back to Yoda's wise comment from Empire Strikes back: "Always in motion is the future" to explain why branding studies done to ascertain advertising effectiveness may be true in one quarter and irrelevant in another. Marketers can't assume that stale research can help determine relative merits of sites and creative.

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Brand Studies True Now, Maybe Later

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