Making the right choices in the online media planning tool shed

Date of publication: June 20, 2003


The purpose of this paper is to provide end-user guidelines on deploying the types of tools to achieve branding and/or direct response media planning objectives. Included is a discussion on methodological issues and challenges for industry adoption of reach/frequency systems and automated optimizers. Since online campaigns often have hybrid direct response/branding goals, the recommendation is to use both tools, where appropriate, when planning and executing online advertising.

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