Hoe achterhaalt NS reizigers de effecten van reclame ?

Author(s)
Karenbeld, H.C.
Year
Abstract

The Netherlands Railways (NS) uses advertising to influence the behaviour of travellers. This paper describes the following: how the NS try to find out the effects of their advertising; how the NS measure at this moment and will measure in the future, and the difficulties when measuring and analysing effects. In the future there is a wish for integrated research, in which the influence of product performance and free publicity are also included. (A)

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Publication

Library number
C 11831 (In: C 11787 [electronic version only]) /10 /72 / IRRD 493636
Source

In: Colloquium Vervoersplanologisch Speurwerk CVS 1997 : sprong in het duister ? : lange termijn ontwikkelingen in het vervoersplanologisch onderzoek : bundeling van bijdragen aan het colloquium gehouden te Amsterdam op 27 en 28 november 1997, deel 2, p. 769-782

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