search query: @author Cowan, D. / total: 4
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| Author: | Abratt, R. Cowan, D. |
| Title: | Client-agency perspectives of information needs for media planning |
| Journal: | Journal of Advertising Research
1999 : DEC, VOL. 39:6, p. 37-52 |
| Index terms: | INFORMATION MEDIA RESEARCH PLANNING |
| Language: | eng |
| Abstract: | While there are relatively few advertising studies that deal with media planning, there are even fewer studies that deal with the issue of information needed to make sound media decisions. This study investigated the information inputs needed for media planning. Two samples, one of marketing managers and the other of media planners, were the subject of this research. The findings show that marketing managers and media planners differ in their rankings of the various constructs. |
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