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The contribution of intermedia response technique to media comparison

Date of publication: June 15, 1984

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: François Embs

Abstract:

Starting from a case history and supported by similar studies the paper shows how media comparison is measurable and what factors influence intermedia equivalence. Sophisticated media-planning models suppose media equivalences hypotheses. The case history of the launching of PHILIPS "Double Action" new shaver evoked here is particularly interesting, because the advertising objectives were clear, easy to measure and new (not biased by residual effects of previous campaigns), and the same message was expressed in an homogeneous way in 3 media: TV, magazines and radio.

François Embs

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Inter media comparison

Catalogue: Seminar 1990: The Quality Of Media Information

Author: Marion Appel

 

June 15, 1990

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Appel, M. (1990a, June 15). Inter media comparison. ANA - ESOMAR. Retrieved April 19, 2024, from


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Toward better media comparison

Catalogue: ARF Guidelines Handbook

Authors: Seymour Banks, Stanley Canter, Richard F. Casey, Paul E. J. Gerhold, Jack R. Green, Robert E. Hughes, John H. Kofron, Frank W. Mansfield, Herbert M. Steele

 

June 15, 1971

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Banks et al. (1971a, June 15). Toward better media comparison. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/toward-better-media-comparison


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The combining of two separately derived data-sets into an integrated intermedia planning system:

Catalogue: Seminar 1986: New Developments In Media Research

Author: Jörgen Wiegand

 

June 15, 1986

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Wiegand, J. (1986a, June 15). The combining of two separately derived data-sets into an integrated intermedia planning system:. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-combining-of-two-separately-derived-data-sets-into-an-integrated-intermedia-planning-system-


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Citation

Embs, F. (1984a, June 15). The contribution of intermedia response technique to media comparison. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-combining-of-two-separately-derived-data-sets-into-an-integrated-intermedia-planning-system-