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Research papers

Adapting advertising to the media environment, or: The way to kill two birds with one stone

The significance of the media environment with respect to the effectiveness of advertising can be considered as one of the most arbitrary subjects in the field of media research and media planning. Systematical research in this field, however, has...

Catalogue: Seminar 1992: Media Research Meets The Future
Authors: Bouke Walstra, Piet L. C. Nelissen
June 15, 1992
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Citation

Walstra and Nelissen (1992a, June 15). Adapting advertising to the media environment, or: The way to kill two birds with one stone. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/adapting-advertising-to-the-media-environment-or-the-way-to-kill-two-birds-with-one-stone