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Research papers

Assessing the benefits of combined weeklies and television advertising

In the autumn of 1991 we conducted, through matched area samples and covering both weekly magazines and television, the biggest ever controlled advertising experiment in Sweden. Using 2,6 telephone interviews and 1,3 home interviews we evaluated the...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Ake Wissing
June 15, 1992
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Citation

Wissing, A. (1992a, June 15). Assessing the benefits of combined weeklies and television advertising. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/assessing-the-benefits-of-combined-weeklies-and-television-advertising