TITLE

A new media-mix strategy

AUTHOR(S)
Ephron, Erwin
PUB. DATE
February 2000
SOURCE
Advertising Age;2/28/2000, Vol. 71 Issue 9, ps10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article introduces a new media-mix strategy in media planning. The old way of media planning was about picking individual media. New media planning is about picking combinations of media. This increases relevant media choice from a manageable few hundred to an unruly few hundred thousand. Media consolidation has focused sellers on cross media packaging. And the Internet is certainly destined to be a big player in the media mix. Furthermore, media mix is not a selling tool, it is a buying strategy. Media mix gives advertisers a way beating the curve. Where market-driven costs per thousand reflect relatively comparable media value, spending fewer dollars in more media will produce a greater response.
ACCESSION #
2841544

 

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