Affinity-based media selection: magazine selection for brand message absorption

Kazuya Kusumoto

The basic role of advertising media has been considered to be simply delivering the brand message to its target audience.

Magazine effectiveness
Magazine planning & buying
Newspaper effectiveness

Affinity-based Media selection

Selection for brand message absorption

Kazuya KusumotoDentsu Inc.

The traditional method of selecting magazine vehicles is based on syndicated data. Planners use computer systems, typically optimizers developed by advertising...

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