Advertising strategy and media mix under control (French)

Date of publication: September 1, 1987

Author: Marc Vincent

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.

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