The author discusses the development of media plans within advertising campaigns. She pinpoints four key trends that affect the shaping of media planning and negotiation:-population diversity (ethnic and age changes), audience fragmentation (due to media proliferation), consolidation (the creation of multimedia conglomerates) and the new economy.
Media Evolution Four Factors Shaping
How We Plan and Buy Media
Denise M. Cumberland
Advertising works. Really. All you need is the right product
to catch the consumer's eye, the right price to hook her with,
the right creative execution...