Back

Added value of the media mix

Date of publication: June 15, 1999

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Company:

Author: Christian Stahl

Abstract:

The paper describes three case studies of real market tests that have been carried out with GfK-BehaviorScan in Germany and France. In these tests parts of the media budget for fast moving consumer goods have been shifted from TV to print. The aim of these tests was to investigate the benefits and risks of stronger print support to the performance of the brands tested. Although being quite different in terms of product category or stage in lifecycle the results strongly suggest moving away from TV- dominated media strategies.

Christian Stahl

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Media mix

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Rolf Speetzen

 

June 15, 1992

×

Citation

Speetzen, R. (1992a, June 15). Media mix. ANA - ESOMAR. Retrieved June 04, 2025, from


https://ana.esomar.org/documents/media-mix-3922


Research Papers

Media mix

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Christine Graf

Company: GfK

November 1, 1995

×

Citation

Graf, C. (1995a, November 01). Media mix. ANA - ESOMAR. Retrieved June 04, 2025, from


https://ana.esomar.org/documents/media-mix


Research Papers

The radio-tv media mix

Catalogue: ARF/ESOMAR Worldwide Radio 2001

Authors: Craig T. Gugel, Roberta M. McConochie

 

April 1, 2001

×

Citation

Gugel and McConochie (2001a, April 01). The radio-tv media mix. ANA - ESOMAR. Retrieved June 04, 2025, from


https://ana.esomar.org/documents/the-radio-tv-media-mix


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Stahl, C. (1999a, June 15). Added value of the media mix. ANA - ESOMAR. Retrieved June 04, 2025, from


https://ana.esomar.org/documents/the-radio-tv-media-mix