| Author: | McConochie, R. |
| Title: | The difficult balance of media measurement |
| Journal: | Admap
2005 : VOL. 40:4, p. 24-27 |
| Index terms: | Marketing research Measurement Media research |
| Language: | eng |
| Abstract: | The article describes how a project called Apollo can revolutionise media measurement. It looks at the measurement from all the different angles: from consumer, media and buying perspective. |
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