Some factors influencing the media decision

By Kjell Grønhaug (Markedsøkonomisk Institutt, Bergen, Norway)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1972


Reports on an empirical study of media decisions: the findings show, not unexpectedly, that advertising agencies with a separate media department use more information and carry out more detailed selection processes. Decides to consider some of the factors that may influence the choice of media and believes the type of insight this approach could give might be of benefit to the parties involved. Considers advertising to be an effective weapon in competition – it is they who bear the advertising costs. Sums up that it is reasonable to assume that better media choice can be achieved by taking account of the conditions to which attention is drawn.



Grønhaug, K. (1972), "Some factors influencing the media decision", European Journal of Marketing, Vol. 6 No. 4, pp. 281-287.

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Copyright © 1972, MCB UP Limited

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