Redefining media value

This paper argues that changes in the business environment have resulted in media value being redefined so that it is more about 'outcomes' (sales effectiveness) and less about 'inputs' and 'outputs' (media efficiency).

Redefining Media Value

Arthur AndersonandSteve Fajen Morgan Anderson Consulting

Media spending is still one of the largest annual G&A investments of marketers, but getting a good return is increasingly difficult because of today's chaotic economic...