Back

Criteria of decision on media-mix

Date of publication: June 15, 1970

Catalogue: Seminar 1978: The Business Of Advertising

Authors: Rolf Speetzen, Wilfried Wenzel

Abstract:

The paper shows the problems of deciding on media-mix, which is one of the most difficult marketing measures. Although most media analyses are so-called multi-media-analyses, they do not provide the vital data dealing with the completely different standards between media exposures and exposures to the message.

Rolf Speetzen

Author

This is a long description of some author details.

Wilfried Wenzel

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 April 25, 2024, 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 April 25, 2024, from


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


Research Papers

Advertising strategy and media mix under control

Catalogue: ESOMAR Congress 1987

Author: Marc Vincent

 

September 1, 1987

×

Citation

Vincent, M. (1987a, September 01). Advertising strategy and media mix under control. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/advertising-strategy-and-media-mix-under-control


  • 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
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
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
×

Citation

Speetzen and Wenzel (1970a, June 15). Criteria of decision on media-mix. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/advertising-strategy-and-media-mix-under-control