Plan weekly, accumulate optimally

Date of publication: June 15, 2004


The authors recently analyzed the audience delivery and efficiency patterns of selected schedules for three different client planning scenarios. This analysis was undertaken in order to identify which of three analytical approaches would deliver the most efficient and effective results for print advertising under different marketing conditions. This paper briefly outlines the strategic and client accountability changes that are driving the marketplace today. It then highlights the planning results from both initial and improved media schedules and provides our observations on what the publishing and media planning communities should strive for business-wise as we move further into the marketing mix-multimedia optimization era.

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