Magazine Media Planning for “Effectiveness”: Getting the People Back into the Process
Considers media budgets and how their allocation is managed. Proposes a media plan that selects media that work harder by building on the three‐way relationship between the reader, the publication, and the advertiser, as a superior alternative to computer‐led plans centred around buying efficiency. Concludes that all parties should benefit – the advertising agency justifies its claim on media planning, the publications have the opportunity to actively sell, and the advertiser gains from the best thinking of a team of professionals.
Year of publication: |
1990
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Authors: | Kelliher, Neil |
Published in: |
Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 7.1990, 3, p. 47-56
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Publisher: |
MCB UP Ltd |
Subject: | Advertising effectiveness | Efficiency | Media |
Saved in:
Online Resource
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