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Research papers

Using consumer panels in media research

This paper examines two distinct but related hypotheses: advertising does have short term effects; and incremental exposures do have incremental effect. This paper aims at tracking the effects of TV and press on the purchase of brands by an upmarket...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Ravi Moorthy, Praveen Tripathi
October 20, 1998
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Citation

Moorthy and Tripathi (1998a, October 20). Using consumer panels in media research. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/using-consumer-panels-in-media-research


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 April 16, 2024, from


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