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Research papers

Media consumption: Product consumption nexus

The media planning process traditionally uses data on media habits of a target group defined in terms of broad demographic variables to make decisions about the media mix and specific vehicles that are relevant to a brand. Media mix decisions are...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Praveen Tripathi, Duraiswami Sriram
June 15, 1994
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Citation

Tripathi and Sriram (1994a, June 15). Media consumption: Product consumption nexus. ANA - ESOMAR. Retrieved May 30, 2023, from


https://ana.esomar.org/documents/media-consumption-product-consumption-nexus