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The Marketer's Dilemma: Focusing on a Target or a Demographic? The Utility of Data-Integration Techniques
Hess, Mike; Doe, Pete - In: Journal of advertising research 53 (2013) 2, pp. 231-230
Persistent link: https://www.econbiz.de/10010145086
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Mythbuster: The death of TV
Dodd, Matthew - In: ADMAP : for decisionmakers in advertising, marketing, … (2010), pp. 8-8
Persistent link: https://www.econbiz.de/10008393693
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AUDIENCE MEASUREMENT - Understanding zero ratings - Zero or hero? Does a zero rating really mean there's no one out there, and how can you tell? Basic maths provides a guide.
Doe, Pete - In: ADMAP : for decisionmakers in advertising, marketing, … 38 (2003) 11, pp. 42-45
Persistent link: https://www.econbiz.de/10006759226
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MARKETING RESEARCH - Measuring the outcome of marketing activity - Cognitive Tracking combines qual and quant techniques with modelling to explore and measure the whole brand experience.
Beirne, Helen; Drummond, Alison; Dodd, Matthew - In: ADMAP : for decisionmakers in advertising, marketing, … 38 (2003) 2, pp. 34-37
Persistent link: https://www.econbiz.de/10006763893
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MEDIA PLANNING - Mixed-media planning for the 21st century - How do you plan mixed media? A dose of fusion helps clarify relationships and build better schedules.
Dodd, Matthew; Crellin, Michelle - In: ADMAP : for decisionmakers in advertising, marketing, … 37 (2002) 4, pp. 37-39
Persistent link: https://www.econbiz.de/10006768900