An international approach to data processing for media selection

Date of publication: June 15, 1968

Author: Peter Masson

Abstract:

The paper deals with the formation and development of the MAP Service, which is a data analysis service for campaign/media planning, available to all members of the London Press Exchange Group, for both their national and international clients throughout Europe. The MAP Service enables a common and sophisticated approach in each market to the problems of campaign/media planning, and affords assistance in problems of the allocation of resources between markets.

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