New ways of developing media planning using the Internet
Uwe CzaiaCzaia Marktforschung (Germany)
INTRODUCTION
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 to relevant databases at any given time.
In Germany the media planners (at least) of the big spenders and media buying agencies in general have these abilities. They almost always gather the latest update of planning data on their own computers. This applies for print, radio, posters and TV as well.
Just as a reminder:...