3 Companies Consider Joint Research Service
From Reuters
Consumer products maker Procter & Gamble Co., market research group VNU and radio ratings service Arbitron Inc. said they would explore developing a research service to study how consumers react to advertising.
The service would study how exposing consumers to advertising on multiple media affects their shopping and purchasing behavior. Arbitron and VNU said the service would be separate and distinct from any rating services already provided for TV and radio.
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