The contribution of intermedia response technique to media comparison

Date of publication: June 15, 1984

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.

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