Addressing new Media with Conventional Media Planning

Accepted industry wisdom is that many new, and particularly Internet, media cannot be addressed through conventional media planning procedures.
  

Addressing New Media With Conventional Media Planning

Hugh M. CannonWayne State University

Addressing New Media with Conventional Media Planning

One of the side effects of the media revolution has been a shying away from traditional research in conventional quantitative media planning. There are a host of reasons. One is that media are prolipherating faster than the sources of data needed to measure them. But research is addressing...

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