Abstract:

Media planning in New Zealand has altered dramatically since tho McNair on-line media research system has been available. The major advantages are due to the integration of data such as audience research, marketing information and television monitoring into a common data base, and the availability of immediate access to this data with very flexible specifications through the on-line system. The system now forms an integral part of the daily operation of most major advertising agencies and has resulted in substantial improvements in media planning and advertising effectiveness.