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Research papers

Two practical market research tools for assessing the value of television advertising

This paper is in three parts, to be delivered in turn by the three speakers. First, we comment on the fact that the development of computing and of scanners has revolutionized both market and media research. We point out that the boundary between the...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Authors: Steve Coffey, Valentine Appel, Timothy Joyce
Company: Nielsen
June 15, 1992
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Citation

Coffey, Appel and Joyce (1992a, June 15). Two practical market research tools for assessing the value of television advertising. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/two-practical-market-research-tools-for-assessing-the-value-of-television-advertising