search query: @indexterm MEDIA RESEARCH / total: 210
reference: 23 / 210
Author: | Cambell, M. Bayliss, J. |
Title: | How to make media investments accountable |
Journal: | Admap
2005 : VOL. 40:4, p. 78-80 |
Index terms: | Accountability Advertising Investment Media research |
Language: | eng |
Abstract: | The paper examines the challenges in accounting for media and shows how these could be met. Ultimately the lesson is that marketing investments need to be evaluated in its language. |
SCIMA