Zusammenfassung
What was once a fairly simple task of selecting a basic media vehicle from a very limited assortment of alternatives, i.e., newspapers or magazines, radio or television, signs or outdoor locations, etc., the addition of digital alternatives, such as social media, email, interactive TV, and the like means the planner’s choices have grown exponentially. Hundreds, if not thousands of old and new media forms are clamoring, for not just consumer attention, but that of the media planner as well. Thus, the media planner’s chief task, that of making the right alternative media selection to optimize the marketer’s investment is fraught with choices.
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Schultz, D.E., Block, M.P. (2018). Beyond Demographics: Enhancing Media Planning with Emotional Variables. In: Cauberghe, V., Hudders, L., Eisend, M. (eds) Advances in Advertising Research IX. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22681-7_13
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