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Media planning enters the 21st century

Date of publication: June 13, 2002

Catalogue: ESOMAR/ARF WAM Conference 2002: Print

Authors: Melissa Heath, Lisa Rudman, Michelle Crellin

Abstract:

There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches taken in the United Kingdom and United States. The second half of the paper offers insight into the benefits of a TV and Print fusion database and its likely impact on the future of media planning, particularly Print's role in mixed media campaigns.

Melissa Heath

Author

This is a long description of some author details.

Lisa Rudman

Author

This is a long description of some author details.

Michelle Crellin

Author

This is a long description of some author details.

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Heath, Rudman and Crellin (2002a, June 13). Media planning enters the 21st century. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/21st-century-woman-