A consistent advertising budget does not guarantee a successful advertising campaign. Two companies can spend the same amount of work and get results that completely different. Research demonstrates that creative messages may have greater importance for the success of advertising campaigns than...

This deliverable contains the cost-benefit analysis results (CBA) for the piloted services in order to feed the Business Model discussions. First, a brief description of the method and the main hypotheses are shown. Then, each single system is presented, making several CBA analyses...