Redefining media value
Steve Fajen and Arthur Anderson
This paper argues that changes in the business environment have resulted in media value being redefined so that it is more about 'outcomes' (sales effectiveness) and less about 'inputs' and 'outputs' (media efficiency).
Redefining Media Value
Arthur AndersonandSteve Fajen
Morgan Anderson Consulting
Media spending is still one of the
largest annual G&A investments of marketers, but getting a
good return is increasingly difficult because of today's chaotic
economic...
