The usage of qualitative media research data in the practice of media planning

Date of publication: March 1, 1976


The purpose of this paper is to show how quantitative and qualitative media research data can be used in every step of advertising planning and especially in the practice of the media planning. This practice is the situation in The Netherlands at this moment and based on the information of available media research data.

Bonny G.J. Stoelinga


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Research Papers

Research Papers

Research Papers

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