Media planning in New Zealand

Date of publication: June 15, 1984

Author: Brian J. Potter


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.

Brian J. Potter


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