Media Continuity vs. Concentration Flights. Which Works Best in France and How Do We Know?

Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe.

Media Continuity Vs. Concentrated Flights: Which Works Best in France and How Do We Know?

Patrick Ballarin France Espace (France Tlvision), France. andLaurent Battais and Laurent Spitzer MarketingScan, France.

INTRODUCTION

French advertising is currently competing in a race where each brand wants to emerge. Each advertiser tries to build a campaign that, in itself, will be viewed as better than those of its competitors - a campaign that has such influence on the consumer that at one point the visibility of the campaign 'explodes'. A perverse effect can also occur and the campaign...

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