Client-agency perspectives of information needs for media planning

While there are relatively few advertising studies that deal with media planning, there are even fewer studies that deal with the issue of information needed to make sound media decisions.

Client-Agency Perspectives of Information Needs for Media Planning

Russell Abatt University of the Witwatersrand, andDeanna Cowan University of the Witwatersrand.

The media planning process is increasingly formidable because of the complexity of advertising phenomena, the multiplicity of reasonable alternatives, and because of the economic consequences of the decision (Dyer, Forman, and Mustapha, 1992). Media planners are faced with the task of communicating with a larger total, yet increasingly splintered, audience. Sophisticated developments in marketing and personalized media will force the current generation of media planners to match these with equally sophisticated information inputs.

Despite the growing...

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