TY  - JOUR
AB  - 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.
VL  - 6
IS  - 4
SN  - 0309-0566
DO  - 10.1108/EUM0000000005149
UR  - https://doi.org/10.1108/EUM0000000005149
AU  - Grønhaug Kjell
PY  - 1972
Y1  - 1972/01/01
TI  - Some factors influencing the media decision
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 281
EP  - 287
Y2  - 2024/09/20
ER  -