Quality planning - Bridging the gap between marketing and media planning

To what extent does present day media research fulfill the needs of the user? From advertisers, especially, there is guite some criticism regarding the relevance of existing readership surveys.

Quality Planning - Bridging The Gap Between MArketing And Media Planning

Vivian BeckandJohn Rodenburg, VNU/AdMedia, The Netherlands

BACKGROUND

Developments in Marketing Segmentation

In the past few years, much has been written and discussed about brands, brand values and brand strategies. The emphasis has switched from the target group (popular in the '70's and '80's) to brands and brand related issues in marketing and research. Brands will be the focus point in the coming decennia; the traditional focus on target groups - even when this occurs on the basis of psycho-graphical variables - will become less and less...

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