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| Tekijä: | Speetzen, R. |
| Otsikko: | Media mix and advertising effectiveness. An analysis of the long term advertising effectiveness of target groups reached by different media (Zeitungswerbung; Fernsehwerbung) |
| Lehti: | Marketing and Research Today
1990 : AUG, VOL. 23F2 - 18:3, p. 144-152 |
| Asiasana: | |
| Vapaa asiasana: | MEDIAFORSCHUNG, WERBEFORSCHUNG |
| Kieli: | eng |
| Tiivistelmä: | Considerable North American , British and German experience indicates that advertising campaigns using both print and broadcast media have a '2+2=5' effect. The German data do not only prove the point, they also give us clear indications on how to optimize the mix of media. This article reveals the state of a new art. |
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