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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.

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Citation

Speetzen and Wenzel (1970a, June 15). Criteria of decision on media-mix. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/criteria-of-decision-on-media-mix