PT  - JOURNAL ARTICLE
AU  - Clodagh Forde
AU  - Stan Sthanunathan
AU  - Dave Patten
AU  - Geoff Wicken
TI  - A Classic Formula
AID  - 10.2501/S0021849909090461
DP  - 2009 Sep 01
TA  - Journal of Advertising Research
PG  - 266--270
VI  - 49
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/49/3/266.short
4100  - http://www.journalofadvertisingresearch.com/content/49/3/266.full
SO  - J Advert Res2009 Sep 01; 49
AB  - In an era of belt tightening, retrenching, and doing more with less, The Coca-Cola Company introduced an innovative way to maximize insights and minimize costs. The successful formula was SPAN or Segmentation of People, Attitudes, and Needs. SPAN links proprietary consumer research with syndicated lifestyle and media research on a global scale and provides enhanced and integrated insights. The benefits of SPAN seen by The Coca-Cola Company are better portfolio planning and targeting, better connections and media planning, and more effective and efficient media investment.