Effective and fast media planning tools for TV

Uwe Czaia

Only a few companies and agencies in Germany offer specialized software for media planning. The following paper would like to give a general view of the common features and methods of calculation those programs offer and which are agreed of throughout German media agencies.

Effective and fast media planning tools for TV.

Uwe CzaiaImmediate Software GmbH, Germany

INTRODUCTION

In January 1995 there was a very interesting ESOMAR-Seminar held in Brussels about information technology called 'How can research keep up with the pace of change'. The emphasis of the papers presented there - even though the sessions topic promised something different - was put on the field of collecting data and how new technologies can make this process easier. The seminar referred more towards new methods of research instead of the exploitation and analysis of data.

The following paper would like to start out...

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