Relevant Pieces to the Chinese Media Puzzle
Don E. SchultzNorthwestern University, United States
Martin P. BlockNorthwestern University and Entertainment and Gaming, United States
INTRODUCTION
Media planning, as a subject of detailed analysis and scholarly study, has produced limited published output over the past 10 years. With the exception of a handful of media planning texts (Sissors and Baron, 2002, Katz, 2006, Kelley and Jugenheimer, 2004, Calder, 2008, Karten, 2001) and a few articles devoted specifically to advertising planning (Cannon, 2001, Mihiotis and Tsakiris, 2004, Zufryden and Pedrick, 1993, Gabriel, Kottasz and Bennett, 2006) most of our knowledge about...