CPG giants launch own Apollo Project

03/20/2006 | MediaPost Communications

Project Apollo, created by Arbitron and VNU, is a joint venture of Kraft, Pfizer, Procter & Gamble, Unilever and SC Johnson to develop a better meter for determining ROI on marketing expenditures. The pilot project, which is being tested in more than 5,000 households with product scanning technology from VNU's ACNielsen unit and 10,000 portable people meters from Arbitron, aims to correlate product sales with media exposure.

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