Media planning: Media selection, choice

 

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media ...

As the involvement of media professionals in the overall communications process becomes greater, new tools and approaches toward target identification and media selection are being developed. These as ...

The demand of the market, especially in the field of cross-national media planning and media selection for editorial or advertising purposes, points to the direction that everyone should have access t ...

The paper describes the real situation with media planning and media research in Russia which may be similar to the problems of most developing countries but extremely complicated with the enormous ge ...

As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personn ...

It is commonly assumed, often with little evidence, that some media are better than others at delivering particular advertising objectives. The authors describe French research, from the SESAME surve ...

Describes a mail and telephone survey among local advertisers to determine how they select advertising media. Findings: what media are used (daily newspapers are dominant, but many media are prominent ...