The combining of two separately derived data-sets into an integrated intermedia planning system:
Abstract:
The discussions and planning sessions all led to the formation of a 'partnership model'. This is built up from the data acquired from separate samples using various measurement techniques. They were then merged, using a mathematical process suitable for intermedia planning. The fixed blue-print of the partnership model shows the breakdown of the oral questioning into two tranches. One takes in the performance against the broadcast media with the best tool for this purpose - the behaviour yesterday. The other tranche surveys the reading behaviour of consumer magazines with the proven methods. Daily papers and a raft of demographic data are included in both tranches, and are combined into a single data set by the addition of samples.
This could also be of interest:
Research Papers
An integrated marketing planning system
Catalogue: Seminar 1977: Marketing Management Information Systems
Authors: Derek Bloom, Michael Stewart
June 15, 1977
Research Papers
The integrated market information system in Poland
Catalogue: Seminar 1977: Marketing Management Information Systems
Authors: Teodor Kramer, Leszek Zabinski
June 15, 1977
