Running to stand still?

In this introduction to Admap's focus on media research, Roderick White ponders the changing and increasing complex world of media planning (now appropriately renamed channel or communication planning) - and the media research required to evaluate mixed media campaigns, non-traditional media vehicles and new communication concepts.

Running to Stand Still?

Roderick White

The changes that have taken place in the media and the ways in which people consume media over the past 10–15 years have been massive. This has put great pressure on media planners and on the research they need...