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Research papers

Making better media decisions

This paper is an update of the Advertising Research Foundation's historic 1961 monograph "Toward Better Media Comparisons". It has been revised to include new levels of paid media performance attentiveness, persuasion and response and to consider new...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Erwin Ephron, Bill Harvey, Denman Maroney, Bill Moran, Jim Spaeth
June 1, 2001
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Citation

Ephron, Harvey, Maroney, Moran and Spaeth (2001a, June 01). Making better media decisions . ANA - ESOMAR. Retrieved December 11, 2024, from


https://ana.esomar.org/documents/making-better-media-decisions-