What do we want, and how do we get it?

Date of publication: June 15, 1990

Author: Jane Perry

Abstract:

This paper is concerned with how Young & Rubicam is tackling these 2 issues. It describes how we use the existing research to plan media, and what steps we are taking to augment it. These include working with the JICÏ system in the UK to try to adapt those surveys to our changing needs, co-operation with media owners regarding their own private research, encouraging new pan-European initiatives, and carrying out an active programme of supplementary European research ourselves. Examples are included of some of the results of the first of these surveys, a study of top European businessmen.

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