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Research papers

Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model (French)

The model described here is intended to predict the effect of an advertising campaign on the breakdown of a market between brands. It applies to mass consumption repeat purchase products whose sales are strongly influenced by advertising and it is...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model (French). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/measuring-the-competitive-effect-of-advertising-on-buying-behaviour-with-the-marketing-match-model-french-


Research papers

Predicting media schedule effectiveness by the "media planex" method (French)

The objective of media planning is to prepare a schedule which, for a given cost, obtains registration of the message by the largest possible proportion of the target population. This criterion of effectiveness is measurable. One can at any time, by...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
×

Citation

Agostini and Steinberg (1966a, September 01). Predicting media schedule effectiveness by the "media planex" method (French). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method-french-