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Episode Info:

This episode is a second exploration of an age-old question within the advertising industry: Is it better to target brand buyers or non-brand buyers. To shed light on the topic, we brought back Leslie Wood, chief research officer at Nielsen Catalina Solutions, and Linghan Wang, Director of Research and Development at Nielsen Catalina Solutions, to share some new insights from their “How to Build Brands” study, which focuses on three-and-a-half years worth of retail data. 

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