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Research papers

Added value of the media mix

The paper describes three case studies of real market tests that have been carried out with GfK-BehaviorScan in Germany and France. In these tests parts of the media budget for fast moving consumer goods have been shifted from TV to print. The aim...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Author: Christian Stahl
Company: GfK
June 15, 1999
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Citation

Stahl, C. (1999a, June 15). Added value of the media mix. ANA - ESOMAR. Retrieved May 05, 2024, from


https://ana.esomar.org/documents/added-value-of-the-media-mix