Back

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

This is a long description of some author details.

This could also be of interest:

Research Papers

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

×

Citation

Halpern, R. S. (1981a, August 23). The position and role of research within strategic marketing planning. ANA - ESOMAR. Retrieved May 13, 2025, from


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


Research Papers

Ten years of media research and planning in Italy

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Vittorio M. Meroni

 

June 15, 1980

×

Citation

Meroni , V. M. (1980a, June 15). Ten years of media research and planning in Italy. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/ten-years-of-media-research-and-planning-in-italy


Research Papers

Managing media planning and brand positioning across media platforms

Catalogue: WM3 2009: Change Is In The Air...

Authors: Fredrik Nauckhoff, Per Asberg, Carl Hemmingsson

Company: Nepa

May 7, 2009

×

Citation

Nauckhoff, Asberg and Hemmingsson (2009a, May 07). Managing media planning and brand positioning across media platforms. ANA - ESOMAR. Retrieved May 13, 2025, from


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


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
×

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 May 13, 2025, from


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