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Research papers

Improving multi country media planning

The paper describes a project that has been launched in Switzerland (MUST) and is proposed to be extended internationally. A common currency for intermedia planning across national borders has yet to be established. Since reach figures need a high...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Erwin Weibel
October 20, 1998
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Citation

Weibel, E. (1998a, October 20). Improving multi country media planning. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/improving-multi-country-media-planning


Research papers

MUST

This paper describes how more market profit can be derived out of media data when: A) users are offered easy and practice-oriented access to the data, and when; B) new data are created which can provide answers to old questions. The problem is that a...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Author: Erwin Weibel
November 11, 1996
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Citation

Weibel, E. (1996a, November 11). MUST. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/must