Integrated campaign evaluation - estimating campaign contacts in multimedia effect studies

Lex van Meurs

Since 1997, Intomart GfK has applied the Integrated Campaign Evaluation method in television effect studies.

Integrated campaign evaluation – estimating campaign contacts in multimedia effect studies

Lex van MeursIntomart GfK, Netherlands

PREFACE

Respondents in media effect studies such as campaign tracking studies have difficulty estimating how many times...

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