Findus fish in a tray

Date of publication: June 15, 1970

Author: Bengt Lindh


The purpose of this study was to explore and demonstrate our ideas about a different approach to media research. In Sweden we had since many years sufficient comparative media data on the exposure level. Several individual media have also published reading and noting data for their own media. But nothing was yet available to enable our business to compare media beyond exposure. The basic idea in this project was to approximate the normal everyday procedures in planning and production. We started with a fixed budget and a communication frame.

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