Procter & Gamble launching new ad effectiveness measurement system

Procter & Gamble is launching a system, code-named Project Apollo, to measure advertising effectiveness and calculate the return on marketing investment to help pick the best medium for a particular advertising message.

Procter & Gamble is launching a system, code-named Project Apollo, to measure advertising effectiveness and calculate the return on marketing investment to help pick the best medium for a particular advertising message.

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