Media planning: Media values, costs, CPM

 

This paper describes how the mainstream media channels are fragmenting across Asia, and new digital communications possibilities are proliferating. With so many new channels to experiment with, and so ...

Erwin Ephron, founder of Ephron Papzian & Ephron media consultancy, asks do we really understand media vale. He argues that ‘impressions per dollar’ is a more explanatory measure than ‘cost per thous ...

Joe Mandese, in his regular column, reports on the new doctrine of ROI (return on investment) media planning in the USA. He recounts that interactive media planners are moving from reach-based media ...

Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and plann ...