oa Communicare : Journal for Communication Sciences in Southern Africa - Media trend match: an introduction
|Article Title||Media trend match: an introduction|
|© Publisher:||University of Johannesburg|
|Journal||Communicare : Journal for Communication Sciences in Southern Africa|
|Affiliations||1 Market Research Africa|
|Publication Date||Jan 1981|
|Pages||34 - 41|
|Keyword(s)||Advertising, Media selection and Media trends|
The author argues that there is an increasing need for Qualitative criteria for media selection in advertising. A number of guidelines for Qualitative media selection are proposed and, illustrated by an explication of Media Trend Match, a media selection system which has been developed in South Africa.
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