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Research papers

Application of life style studies media planning by motivational-psychological criteria

In our agency, advertising campaigns are developed in principle in the aspect of individual reach of target persons, and not with alignment to the mass public. The advertising is to reach the individual person, and not a more or less heterogeneous...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Heinz Retsch
June 15, 1980