Not too many years ago, the challenges facing advertising planners revolved around media-mix allo... more Not too many years ago, the challenges facing advertising planners revolved around media-mix allocations between, for example, TV and magazine, or whether to add radio or out-of-home to the plan. In today's world, the planning process has become far more complex. Besides the sheer number of options that are now available, the nature of how marketers can communicate in some of the socially interactive media venues is radically different than was true of the traditional, broad-based media tools.
Not too many years ago, the challenges facing advertising planners revolved around media-mix allo... more Not too many years ago, the challenges facing advertising planners revolved around media-mix allocations between, for example, TV and magazine, or whether to add radio or out-of-home to the plan. In today's world, the planning process has become far more complex. Besides the sheer number of options that are now available, the nature of how marketers can communicate in some of the socially interactive media venues is radically different than was true of the traditional, broad-based media tools.
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