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New approaches in study of media consumption A research project of the C3 Foundation and OmnicomMediaGroup

As an evergreen question among advertising specialists, impact and effectiveness has been a really hot issue recently. The company being one of the largest media buyer in the market initiated research based on its own interest, while involving C3 Foundation as a professional partner. The foundation of this nonprofit organization is associated with the name of George Soros, with colleagues having high experience in a large number of vision research projects. Their affinity towards the media market can be best illustrated by the experience gained during the implementation of new technologies within the society, or the launch of the most popular free Hungarian e-mail service, Freemail.

The recent project firstly aimed at the Internet, by monitoring users' perception and recall. The first results based on a sample group of 120 persons are very promising and the companies plan to extend the project into further boundaries, with larger samples and examining more communication channels.

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