The impact and effect of new user-oriented computer facilities in media planning
The paper outlines what has happened to Media Planning, Media Buying and Advertisement Sales as a result of the impact and wide-spread proliferation of micro computers. The paper also highlights the practical problems still prevalent with Users that inhibit the fullest exploitation of such facilities and may limit future developments. The paper argues that, as with on-line facilities in the early 1970's, the advertising and marketing industry is one of the slowest and most reactionary when it comes to change and that the users sadly lag behind the rate of the product development. Finally, the paper offers some friendly advice for those about to enter the market or considering developing their own micro software for these purposes and forecasts some likely, some unlikely and some controversial directions for the next five years.
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