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Media continuity VS. concentrated flights

Date of publication: June 15, 1998

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Company: MarketingScan

Authors: Patrick Ballarin, Laurent Battais

Abstract:

Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe. In France, the great majority of advertisers continue to use pulsing strategies. Single-source data has been available in France since 1996 creating new research concepts in addition to direct STAS application. This document describes sixty-nine STAS calculation results. Also developed in this document are different approaches to recency and the best way to test media planning alternatives.

Patrick Ballarin

Author

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Laurent Battais

Author

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Citation

Ballarin and Battais (1998a, June 15). Media continuity VS. concentrated flights. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/multi-media