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Une nouvelle mesure d'affinité basée sur la personnalité des marques et des marques de presse
| Content Provider | Semantic Scholar |
|---|---|
| Author | Valette-Florence, Rita Chandon, Jean-Louis Darras, Thomas Valette-Florence, Pierre |
| Copyright Year | 2012 |
| Abstract | The affinity of a magazine with an audience has been measured by the personality of its readers, their centre of interest, their quality of reading and their socio cultural currents. We propose to renew with early attempts to measure affinity in terms of personality by computing the distance between the personality of the support and the personality of the brand. By quantifying the proximity between a brand and a magazine we can build a media plan that maximizes affinity in terms of personality. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://archives.marketing-trends-congress.com/2012/Materials/Papers/Brand%20Management/Valette-FlorenceChandonDarras.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |