In these uncertain times, decision making gets tougher and tougher. It is more important than ever to rely on what is known. Wharton, the ARF and the Ehrenberg‐Bass Institute convened a “What Do We Really Know About Advertising” conference last December. This session includes five papers on audience measurement topics that have the power to reduce uncertainty:

Videos are now available. A password from the ARF is required to view them.

What We Know About Advertising: Implications for Management and Measurement Special Session

SEI Center for Advanced Studies in Management, The Wharton School, comScore, Inc., Mars, Inc., The
ARF, Ehrenberg‐Bass Institute, University of South Australia