Must. Pilot study for strategic media planning

Erwin Weibel

This paper describes how more market profit can be derived out of media data when (a) users are offered easy and practice-oriented access to the data, and when (b) new data are created which can provide answers to old questions.

MUST. Pilot study for strategic media planning

Erwin Weibel Publicitas Holding, Switzerland

MEDIA STRATEGY - A RISKY BUSINESS

Recent years have seen massive growth in advertising possibilities in both the traditional media (such as TV and radio) and the new media (such as sponsoring, online services, and Audiotex). In view of this fast-changing environment, it is becoming increasingly difficult to develop efficient media strategies. And although spending on advertising is rising over-proportionately compared to other marketing expenditure, an innovative approach and new ideas are still required to maintain a 'share of voice' in the stormy sea of communications....

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