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 view the web as a way to increase consumer response or attain brand awareness. The reality is that many web campaigns seek to achieve both by soliciting electronically measurable actions like clicks, site browsing, online purchases, etc. and a shift in brand metrics such as awareness and purchase intent.