Where is the limit, in this field, of the computer's role? Is there, on a short-term basis, further progress to be made? 1. The aim of the advertising message; 2. The factors enabling us to attain this aim; 3. The two levels of the media-planning problem; 4. At the first level the problem is scientifically solvable, with accuracy; 5. The solution of the problem on the second level, on the other hand, depends on empirical methods; 6. The interest of the division into two levels is to permit the media planners to use data processing only with full knowledge of the case, and deliberately; 7. On a short-term basis the only real progress remains tied at the first level to the operational aspects of data processing; 8. The TOM-Terminal System: a solution to media-planning in "time-sharing" on the European level.
Where is the limit, in this field, of the computer's role? Is there, on a short-term basis, further progress to be made? 1. The aim of the advertising message; 2. The factors enabling us to attain this aim; 3. The two levels of the media-planning problem; 4. At the first level the problem is scientifically solvable, with accuracy; 5. The solution of the problem on the second level, on the other hand, depends on empirical methods; 6. The interest of the division into two levels is to permit the media planners to use data processing only with full knowledge of the case, and deliberately; 7. On a short-term basis the only real progress remains tied at the first level to the operational aspects of data processing; 8. The TOM-Terminal System: a solution to media-planning in "time-sharing" on the European level.
Where is the limit, in this field, of the computer's role? Is there, on a short-term basis, further progress to be made? 1. The aim of the advertising message; 2. The factors enabling us to attain this aim; 3. The two levels of the media-planning problem; 4. At the first level the problem is scientifically solvable, with accuracy; 5. The solution of the problem on the second level, on the other hand, depends on empirical methods; 6. The interest of the division into two levels is to permit the media planners to use data processing only with full knowledge of the case, and deliberately; 7. On a short-term basis the only real progress remains tied at the first level to the operational aspects of data processing; 8. The TOM-Terminal System: a solution to media-planning in "time-sharing" on the European level.
The words "Typology and "Segmentation" are now widely known and used by everybody. However, it seems that it is not always easy to give them a clear and precise meaning. The aim of this paper is to try and focus ideas by proposing a tentative definition of these two processes of data handling. This definition should be as formal as possible, that is, independent of any particular method or technique.
We have chosen to illustrate the theme "Prom market research to media plan" with three actual application which are amongst the most interesting of their kind, of the computer to the marketing process at the "plan" level. The diagram shows the general outlines of the method which was chosen. Two independent sources of information are available : -an index of reading and television viewing habits; -an index of habits concerning the product, obtained through a special survey. The problem consists in defining the target-group for the given product, first in terms of attitudes, then in terms of socio-demographic criteria, and to define the best media plan for the group in question.
We have chosen to illustrate the theme "Prom market research to media plan" with three actual application which are amongst the most interesting of their kind, of the computer to the marketing process at the "plan" level. The diagram shows the general outlines of the method which was chosen. Two independent sources of information are available : -an index of reading and television viewing habits; -an index of habits concerning the product, obtained through a special survey. The problem consists in defining the target-group for the given product, first in terms of attitudes, then in terms of socio-demographic criteria, and to define the best media plan for the group in question.