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| Author: | Brennan, D. |
| Title: | Placing the consumer centre-screen: a view from the inside |
| Journal: | International Journal of Advertising
2000 : VOL. 19:5, p. 625-644 |
| Index terms: | CONSUMERS ATTITUDES PLANNING |
| Language: | eng |
| Abstract: | Reflecting over 20 years inside media companies, this paper is offered as a personal view and analysis of the changing attitudes towards, and use of, research in the management of audiences. The paper considers how in the 1980s the benefit of research to planning was viewed with scepticism, through to its present position as an invaluable, indeed indispensable tool within an increasingly competitive marketplace pressured by rapid technological change. |
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