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Research papers

Media mix

The paper will briefly present the electronic testmarket GfK-BehaviorScan. Two cases will show, how print advertising and TV advertising integrated in a media mix and enbedded in a complex marketing mix scenario, supported the market success of both...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Christine Graf
Company: GfK
November 1, 1995
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Citation

Graf, C. (1995a, November 01). Media mix. ANA - ESOMAR. Retrieved April 27, 2024, from


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