Multimedia: plays not monologues

With his considerable experience of how print advertising works, Alan Smith looks at some of the factors that can be incorporated in models for planning multi-media campaigns (or building into a multi-media optimiser program).

Multimedia: Plays Not Monologues

Alan Smith

In a recent article by Jarvis and McElroy in Admap [1]the authors included a list of 12 data requirements that need to be satisfied before any multimedia optimiser (MMO) programme could be ...