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An element in the choice of advertising media

Date of publication: June 15, 1963

Catalogue: ESOMAR/WAPOR Conference 1963

Author: Jacques Durand

Abstract:

Duplication is an essential element in the choice of advertising media, but in many cases, it is not known. It would thus be desirable to calculate the methods which would allow this element to be estimated. The calculation of these methods requires two preliminary tasks: - A theoretical analysis of the problem, in order to determine the models which offer certain interesting logical characteristics; - A statistical analysis of cases where duplication is known, in order to check which of the models is nearest to reality.

Jacques Durand

Author

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Citation

Durand, J. (1963a, June 15). An element in the choice of advertising media . ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/an-element-in-the-choice-of-advertising-media-