Living in the slow lane? Media data and the information superhighway
Bob HulksAlban Hulks Research, United Kingdom
THE BACKGROUND
Media Research as a 'Trading Currency'
Despite the valiant efforts of many great minds in the market research industry, the role of media research has hardly changed since the early sixties. There are few countries, for example that can claim to have won over advertisers as users of these data largely because media research has signally failed to provide answers to the real advertising questions. Few and far between are the research projects into the effectiveness of alternative advertising...