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Research papers

Making the right choices in the online media planning tool shed

The purpose of this paper is to provide end-user guidelines on deploying the types of tools to achieve branding and/or direct response media planning objectives. Included is a discussion on methodological issues and challenges for industry adoption...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Authors: Gerard Broussard, Jim Dravillas
June 20, 2003
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Citation

Broussard and Dravillas (2003a, June 20). Making the right choices in the online media planning tool shed. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/making-the-right-choices-in-the-online-media-planning-tool-shed