Fine tuning the media vehicle selection.

Stan Sthanunathan

This paper attempts to provide marketing and media professionals with a new way of looking at how their money is being spent.

Fine Tuning the Media Vehicles Selection

Stan Sthanunathan, MERAC WLL, United Arab Emirates

BACKGROUND

The marketing environment over the past three decades has witnessed a significant metamorphosis. In the era following the oil price hike, buying power increased significantly and consumer needs and wants started growing steadily. Sensing this as an opportunity, traders started importing various products from different parts of the world to meet consumer demand.

This era was characterised by demand far...

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