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Research papers

The media multiplier and the growing significance of scanner data

The essence of the Media Multiplier concept is that the combination of print and television advertising does a better job for the advertiser than the use of television on its own. This paper is divided into 4 parts. In the first part I discuss the...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Alan Smith
June 15, 1991
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Citation

Smith, A. (1991a, June 15). The media multiplier and the growing significance of scanner data. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-media-multiplier-and-the-growing-significance-of-scanner-data


Research papers

The multiplier effect

In the past our Company was part of the international network of publishers experimenting the Multiplying the Media Effect Research Programme. In Italy, as with all the countries where these experiments were carried out, the results substantially...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Arnaldo Aisa, Luisa Pogliana
June 15, 1991
×

Citation

Aisa and Pogliana (1991a, June 15). The multiplier effect. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-multiplier-effect