The refinement of multi-media analyses about useful criteria for media planning (German)

Date of publication: September 1, 1980


The following contribution should make it clear even to researchers outside this specific field that media planning studies have tested many different approaches to see whether they led to a more highly discriminating description of the media and its users. Part A deals with the question to which degree media selection can depend on descriptive and psychological material about the consumer; Part B deals with the quality of the individual media and with special relationships to them; Part C treats the possibility of linking different investigations (marriage), in view of the plethora of data demanded by media analyses.

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