search query: @indexterm Media research / total: 210
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| Author: | Neumann, T. |
| Title: | Media landscape in transition - the media research needs of advertisers |
| Journal: | Marketing and Research Today
1993 : NOV, VOL. 21:4, p. 216-221 |
| Index terms: | MEDIA RESEARCH ADVERTISING MARKETING |
| Language: | eng |
| Abstract: | The current situation in Central and Eastern Europe offers an important opportunity to avoid many of the difficulties of the last few years experienced in Western Europe in the field of media research. Advertisers and advertising agencies are striving for harmonized methods and nowadays over 80% of advertising funds are being spent by companies advertising in three or more countries. The media in Central and Eastern Europe have gone through dramatic change. The media research results are indispensable for the development of advertising. |
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