Based on data provided from existing studies, there are in Portugal sophisticated models for media planning, in particular TOM model from Odec, operating with Euroteste data, and MARKSEL model, operating with BAREME and AGB Portugal's data. In Portugal media surveys suppliers are independent and compete freely in the market. Until now there has been no organization to supervise market research surveys. However, by the end of 1991 it was announced that there would be the creation of an organization called CAEM which would integrate representatives from advertisers, media owners and advertising agencies.
Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising messages. Today I will talk to you about one of those models: MARKSEL - which has been developed for personal computers and combines a set of characteristics together, namely the speed and the capability of processing great volume of information, until not long ago, only possible and imaginable in main frames.
Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising messages. Today I will talk to you about one of those models: MARKSEL - which has been developed for personal computers and combines a set of characteristics together, namely the speed and the capability of processing great volume of information, until not long ago, only possible and imaginable in main frames.