How to define the target audience with single source scanned data
Carole Fagot EMAP, France
INTRODUCTION
Conclusions from a series of several seminars presented in 1992 as part of the Advertising Research Federation (with R. Baron, T. Joyce, B. Uyenco, et al) validated media use of scanned data. One of these conclusions was the need to introduce a single standard automated method of data treatment.
Media research in France has followed the same direction. After accepting the concept of 'single source', the market needed an operating tool which would allow data processing and standardization of results. As the access...