Understanding the role of media in buying a car

Stuart McDonald, ad planning manager at News International, describes the results of research in 2003 to define the purchase process for car buyers, and help understand the role that particular media play in the process.

Understanding The Role Of Media In Buying A Car

Stuart McDonald News International

In 2003, News International undertook a major research initiative to research the UK car market a key category for our titles.

The aim of the research...

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