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The relative position of media planning and the relative importance in making one's own research and planning

Date of publication: June 15, 1984

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

Author: Hans Kratz

Abstract:

This paper demonstrates why a manufacturer of branded goods, line Henkel, does its own media planning and research although there are numerous free services offering media planning figures, media programmes and research in West Germany.

Hans Kratz

Author

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The position and role of research within strategic marketing planning

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Richard S. Halpern

Company: The Coca-Cola Company

August 23, 1981

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Citation

Halpern, R. S. (1981a, August 23). The position and role of research within strategic marketing planning. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-position-and-role-of-research-within-strategic-marketing-planning


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Nauckhoff, Asberg and Hemmingsson (2009a, May 07). Managing media planning and brand positioning across media platforms. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/managing-media-planning-and-brand-positioning-across-media-platforms


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Author: Jan A. Schipper

 

February 27, 1985

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Citation

Schipper, J. A. (1985a, February 27). Competitive analysis and media planning. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/competitive-analysis-and-media-planning


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Citation

Kratz, H. (1984a, June 15). The relative position of media planning and the relative importance in making one's own research and planning. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/competitive-analysis-and-media-planning