Media planning enters the 21st century

There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches taken in the United Kingdom and United States.

Media Planning Enters The 21st Century

Using fusion to produce mixed media reach and frequency whilst preserving the currencies and its impact on the future of media planning

Michelle CrellinBMRB InternationalLisa RudmanKMR Software andMelissa HeathKMR...