Placement Bonanza Remains Elusive
Advertisers, Programmers Continue to Test the Waters
Advertising
Mastering the Art of Show and Tell
Media Presentations That Lean too Heavily on Numbers and Templates Fail to Capture the Client’s Enthusiasm
How to Restore Qualitative Diligence
Take These Steps to Bring Right-Brain Intuition Back Into Play and Apply Moderation to Left-Brain Strategies
Spot TV Strategy No Simple Matter
Determining Best Allocation Between National and Local Buys Is Starting Point for Decision-Making Process
Auditors Question Ad-Buying Logic
Media IQ Report Disproves Networks’ Claims that Spots Receive ‘Equitable’ Rotation in Commercial Pods
Digital Milestone Coming Into Focus
Aegis Group Predicts 50 Percent Threshold Will Be Met by 2007; Media Planners Begin Adjusting Strategies
On the Road to Measuring Placement
A New Way to Size Up Brand Mentions and a Different Kind of Product Integration Company Point to Future
Radio Ad Strategies Hold Lessons
Other Industries Also Have Stake in Movement Toward a Media Approach Focused on Audience’s Emotions
Knowing When to Advertise Is Key
Timing Is Important When Planning a Campaign, but Choice of Medium Is Another Major Consideration
Midsize Cablers Go Out for a Spin
Execs Gather to Compare Notes on How the Same Research Data Is Interpreted to Differentiate Networks