Advertising strategy and media mix under control
Abstract:
In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each class of criteria. Results will allow for a media mix decision adapted to the specific campaign goals from the beginning. Such second order feed-back process should constitute a milestone in media research, and will speed up the present ad hoc adaptation process.
This could also be of interest:
Research Papers
Advertising strategy and media mix under control (French)
Catalogue: ESOMAR Congress 1987
Author: Marc Vincent
September 1, 1987
Research Papers
Media mix and advertising effectiveness
Catalogue: Seminar 1990: The Quality Of Media Information
Author: Rolf Speetzen
June 15, 1990
Research Papers
Media mix
Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Christine Graf
Company: GfK
November 1, 1995
