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Research papers

Criteria of decision on media-mix

The paper shows the problems of deciding on media-mix, which is one of the most difficult marketing measures. Although most media analyses are so-called multi-media-analyses, they do not provide the vital data dealing with the completely different...

Catalogue: Seminar 1978: The Business Of Advertising
Authors: Rolf Speetzen, Wilfried Wenzel
June 15, 1970
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Citation

Speetzen and Wenzel (1970a, June 15). Criteria of decision on media-mix. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/criteria-of-decision-on-media-mix