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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

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Wilfried Wenzel

Author

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Speetzen, R. (1992a, June 15). Media mix. ANA - ESOMAR. Retrieved June 03, 2025, from


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Graf, C. (1995a, November 01). Media mix. ANA - ESOMAR. Retrieved June 03, 2025, from


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Vincent, M. (1987a, September 01). Advertising strategy and media mix under control. ANA - ESOMAR. Retrieved June 03, 2025, from


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Citation

Speetzen and Wenzel (1970a, June 15). Criteria of decision on media-mix. ANA - ESOMAR. Retrieved June 03, 2025, from


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