Good data for good media deals for advertisers

Date of publication: June 15, 1986

Author: Martin West

Abstract:

This paper outlines the perspective that one international advertising agency currently has for the developing market in Pan-European television. The paper seeks to act as an agenda-setter for discussion as to the best way to make this come about in the near future. The principle of a 'minimum acceptable standard' is established as a way of achieving a basic set of norms for audience measurement without restricting the aims of media owners to create measurable differences in their programme products.

Martin West

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