Making the right choices in the online media planning tool shed

The purpose of this paper is to provide end-user guidelines on deploying the types of tools to achieve branding and/or direct response media planning objectives.

Making The Right Choices In The Online Media Planning Tool Shed

Gerard Broussard and Jim Dravillas mOne

Background/Purpose

During the past few years in the United States there has been much debate on approaches to planning and scheduling advertising on the Internet. A fundamental issue of debate is whether to...

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