GRP et Internet : une transposition sans risque ?

Abstract : It is often tempting to use for any new media the advertising indicators used for others media: Internet does not escape the rule and for some months one attends a transposition of the concept of GRP in the optimization of the on-line media plans. But the specificities in the way Internet works call certain reserves.
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https://hal-upec-upem.archives-ouvertes.fr/hal-01132953
Contributor : Philippe Jourdan <>
Submitted on : Wednesday, March 18, 2015 - 11:41:59 AM
Last modification on : Wednesday, September 4, 2019 - 1:52:18 PM
Long-term archiving on : Monday, April 17, 2017 - 5:39:18 PM

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Philippe Jourdan. GRP et Internet : une transposition sans risque ?. Décisions Marketing, Association Française du Marketing, 2002, pp.73-77. ⟨hal-01132953⟩

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