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| Author: | Katz, H. |
| Title: | How Major U.S. Advertising Agencies Are Coping with Data Overload |
| Journal: | Journal of Advertising Research
1991 : FEB/MAR, VOL.31, p.7-16 |
| Index terms: | ADVERTISING COMPUTER USERS LONG RANGE PLANNING |
| Language: | eng |
| Abstract: | The Video Electronic Media Council of the Advertising Research Foundation (ARF) set up a subcommittee which decided to conduct a survey of major advertising agencies to examine the extent of computerization and long range planning in such companies. The results show considerable interest in the data-access issue. Computer usage seems to be increasing rapidly in media departments. |
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