10 lessons for media planning

With ever-growing pressure on budgets, advertisers need to maximise the effectiveness of their campaigns.

10 lessons for media planning

Deborah McCruddenIpsos MORI

Ultimately, outspending your rivals on various media channels is unlikely to achieve the recall you want for your ad or brand. A more measured approach needs to be taken, says Deborah McCrudden of Ipsos.

Advertising tracking has several forms but the most powerful is continuous weekly tracking. Ipsos ASI's global database tracks 2,500 campaigns, combined with their media schedules. From this data, we get a reference point for results, which is the source for these 10 Media Lessons. These are general observations - any one brand situation may be uniquely different....

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