Fourth generation media planning systems.
Jean-Louis Laborie The Media Partnership Research, France and Gilles Santini IMS, France
Media planning systems in use today are third generation systems.
The market has successively known:
- batch systems,
- time-sharing systems, and
- micro-computers systems;
Media planning models have successively been:
- formula models,
- approximation models, and
- full aggregation models.
No matter how much benefit users can draw from them, these systems are nevertheless technically limited in term of functions and reflect aging ways. Buying and pre-buying software is more up-to-date, but is functionally more specific and implements little or no optimisation...