The long media tail

Date of publication: June 3, 2007

Catalogue: WM3 2007

Author: Sue Elms

Abstract:

This paper maps out how the media and advertising world is evolving and growing a Long Media Tail. It refers to advertisers and how they are approaching media communications in this new world and outlines what questions they have when making decisions. It then shows how research is answering such questions in the planning arena and the challenges faced in the evaluation arena.

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