media ink
Media planning's new crossroads
Just when it seemed Madison Avenue had finally settled on a new mediaplanning doctrine another has begun to emerge. The new culprit, ROI as in return on investment has been looming on the fringes of the business, but recent developments have given it new impetus and some think it is beginning to give reachbased planning a run for its money.
The problem: both approaches make a good deal of sense depending on the goals of a marketer, but they cannot be used interchangeably. 'You cannot plan for reach...