Media ink - media planning's new crossroads

Joe Mandese, in his regular column, reports on the new doctrine of ROI (return on investment) media planning in the USA.

media ink

Media planning's new crossroads

Joe MandeseMediaPost

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...