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Theory and practice of media mix decisions

Date of publication: April 11, 1984

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

Authors: Rolf Speetzen, Hans Vorster

Abstract:

This paper is aimed to throw some light on the ways media research data are, indeed, affecting the media planning processes. Although the media availability in West Germany is entirely different from the availability of media in Canada, the planning processes follow the same patterns on both sides of the Atlantic.

Rolf Speetzen

Author

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Hans Vorster

Author

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Citation

Speetzen and Vorster (1984a, April 11). Theory and practice of media mix decisions . ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/media-mix-3922