INTEGRATED MEDIA MEASUREMENT - Out with old research, in with the new - Integrated media measurement requires new research methods attuned to the theatre of modern brand communication.
Year of publication: |
2012
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Authors: | Spencer, Claire ; Baines, Paul |
Published in: |
ADMAP : for decisionmakers in advertising, marketing, media, planning & research. - London : Reed Publ. Serv., ISSN 0001-8295, ZDB-ID 10488297. - 2012, p. 10-13
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