Abstract:

We have chosen to illustrate the theme "Prom market research to media plan" with three actual application which are amongst the most interesting of their kind, of the computer to the marketing process at the "plan" level. The diagram shows the general outlines of the method which was chosen. Two independent sources of information are available : -an index of reading and television viewing habits; -an index of habits concerning the product, obtained through a special survey. The problem consists in defining the target-group for the given product, first in terms of attitudes, then in terms of socio-demographic criteria, and to define the best media plan for the group in question.