In quest of the Holy Grail. The bumpy road from OTS to Certainty to See
Lucas Hulsebos, Herman Bos and Marion Appel
Advertisers seek accountability: ad effectiveness of media should be an integral part of planning and evaluating schedules, taking into account both single media and cross media effects.
In Quest of the Holy Grail
The Bumpy Road from OTS to Certainty to See
Herman BosVerify Nederland, Netherlands
Lucas HulsebosIntomart GfK BV, Netherlands
Marion AppelReed Business Information, Netherlands
BACKGROUND: THE ARF CIRCLE
Looking at the ARF model,...
