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Research papers

The contribution of intermedia response technique to media comparison

Starting from a case history and supported by similar studies the paper shows how media comparison is measurable and what factors influence intermedia equivalence. Sophisticated media-planning models suppose media equivalences hypotheses. The case...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: François Embs
June 15, 1984
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Citation

Embs, F. (1984a, June 15). The contribution of intermedia response technique to media comparison. ANA - ESOMAR. Retrieved May 19, 2024, from


https://ana.esomar.org/documents/the-contribution-of-intermedia-response-technique-to-media-comparison