Inter-Media Decisions: the Right Use of the Right Data
Dick DodsonFoote Cone & Belding
When first considering this topic I quickly realised that any contribution I could make needed to be in the context of previous discussion of the subject. I therefore carried out a brief search of the FCB media research library for relevant papers. The first conclusion I arrived at in this investigation was that whilst in theory the inter-media decision has existed for as long as advertising itself, the advent of commercial television in the UK in 1955 heightened the debate. Indeed from the early sixties...