Media Planning for Ad Impact: Use the Consumer Point of View

The author uses the illustration of a fictitious case study for an anti-dandruff shampoo to highlight the wide range of research techniques available to the media planner.

Media Planning for Ad Impact: Use the Consumer Point of View

Edward PapazianMedia Dynamics

Regardless of the medium, advertising impact has always been difficult to define, let alone measure, and the criteria used vary from one advertiser to another,...