Simulating single-source data: how it fails us just when we need it most

When single-source data are too expensive, or otherwise not available, efficient media planning requires an effective means of linking product usage and media audience data sets if media planners are to target their media efficiently. The simulation approach as a method of linking product usage with...

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Veröffentlicht in:Journal of advertising research 1995-11, Vol.35 (6), p.53
Hauptverfasser: Cannon, Hugh M, Seamons, Brett L
Format: Artikel
Sprache:eng
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