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Research papers

In quest of the Holy Grail

Advertisers seek accountability: ad effectiveness of media should be an integral part of planning and evaluating schedules, taking into account both single media and cross media effects.It is important that all media types are comparable from OTS...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Marion Appel, Herman Bos, Lucas Hulsebos
June 16, 2004
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Citation

Appel, Bos and Hulsebos (2004a, June 16). In quest of the Holy Grail. ANA - ESOMAR. Retrieved June 02, 2023, from


https://ana.esomar.org/documents/in-quest-of-the-holy-grail