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Research papers

Criteria of decision on media-mix

The paper shows the problems of deciding on media-mix, which is one of the most difficult marketing measures. Although most media analyses are so-called multi-media-analyses, they do not provide the vital data dealing with the completely different...

Catalogue: Seminar 1978: The Business Of Advertising
Authors: Rolf Speetzen, Wilfried Wenzel
June 15, 1970
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Citation

Speetzen and Wenzel (1970a, June 15). Criteria of decision on media-mix. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/criteria-of-decision-on-media-mix


Research papers

Passive learning from television

The purpose of this paper is to identify some of the differences between passive and active learning, and to suggest some implications for education and for television.

Catalogue: ESOMAR/WAPOR Congress 1969
Authors: Herbert E. Krugman, Eugene L. Hartley
June 15, 1969
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Citation

Krugman and Hartley (1969a, June 15). Passive learning from television. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/passive-learning-from-television


Research papers
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Citation

Schmidtchen, G. (1959a, June 15). Measuring the effects of mass-communication. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/measuring-the-effects-of-mass-communication