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Date: oldest first
Living in the slow lane? Media data and the information super highway
Bob Hulks, ESOMAR, Managing Media Data, Rome, November 1996
This paper questions the contribution that new information technology has made to the 'sharp end' of the media business at the interface between the buyers and sellers of advertising.
This paper questions the contribution that new information technology has made to the 'sharp end' of the media business at the interface between the buyers and sellers of advertising. Although the author argues that the basic processes of media trading have remained largely unchanged for some three decades, irresistible commercial pressures are now building for radical change. Such change can readily embrace existing information technology already in use. In other industries but will have significant impact on all aspects of media planning and buying.
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Planning and buying
Electronic media trading
Planning and buying
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Continuity bursts and flighting
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Editorial context and position of advertising
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Media behaviour and response effects
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Planning media budgets
Scheduling mixed media
Theories and ideas of media planning
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