haku: @indexterm Multimedia industry / yhteensä: 43
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| Tekijä: | Franz, G. |
| Otsikko: | The future of multimedia research |
| Lehti: | International Journal of Market Research
2000 : WINTER, VOL. 42:4, p. 459-472 |
| Asiasana: | CONSUMER BEHAVIOUR MEDIA RESEARCH MULTIMEDIA INDUSTRY |
| Kieli: | eng |
| Tiivistelmä: | This paper proposes a practical explosion by integrating and complementing the already existing media surveys. Planning of multimedia campaigns currently relies on a medium-by-medium procedure. For the integration of the existing surveys in a multimedia planning system, two additional surveys are required to close the missing link: a multimedia survey, which establishes the usage of media categories, and a target group core survey, which is needed to collect consumer behaviour for target group definition. |
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