Managing media planning and brand positioning across media platforms
Fredrik Nauckhoff, Per Asberg and Carl Hemmingsson
This paper discusses how the market research company Nepa and Sweden’s largest TV channel TV4 have developed a new way of looking at buying media space.
Managing media planning and brand positioning across media platforms
Per Åsberg and Fredrik Nauckhoff
Nepa, Sweden
Carl Hemmingsson
TV4 Group, Sweden
ABSTRACT
The complexity of investing in brand communication increases as the amount of available media...
