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Research papers

Managing media planning and brand positioning across media platforms

A new tool, Touchpoint, uses co-branding theories to plan a media mix across platforms that best match the brand profile of an advertiser. This is done by matching the brand profile of the advertiser to that of a media vehicle through hundreds of...

Catalogue: WM3 2009: Change Is In The Air...
Authors: Fredrik Nauckhoff, Per Asberg, Carl Hemmingsson
Company: Nepa
May 7, 2009
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Citation

Nauckhoff, Asberg and Hemmingsson (2009a, May 07). Managing media planning and brand positioning across media platforms. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/managing-media-planning-and-brand-positioning-across-media-platforms


Research papers

Moving tracking studies on-line

This paper describes how the idea, set-up, test and the following transition of a large field data (100% open answers) process from telephone to the internet was carried out. It also describes what problems were encountered and how these were dealt...

Catalogue: Panel Research 2007
Authors: Fredrik Nauckhoff, Bo Mattson, Fredrik Östgren
Companies: Cint AB, Nepa
October 28, 2007
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Citation

Nauckhoff, Mattson and Östgren (2007a, October 28). Moving tracking studies on-line. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/moving-tracking-studies-on-line