Addressing New Media With Conventional Media Planning
Wayne State University
Addressing New Media with Conventional Media Planning
One of the side effects of the media revolution has been a shying away from traditional research in conventional quantitative media planning. There are a host of reasons. One is that media are prolipherating faster than the sources of data needed to measure them. But research is addressing this problem. In Internet media, measurement is relatively easy. The question is more what should be measured (Novak and Hoffman 1996; Pavlou and Stewart 2000). Leckenby and his colleagues have made considerable progress in developing measures of reach and frequency for evaluating Internet media plans (Leckenby and Hong 1998; Kim and Leckenby 2000).