Planning & Buying
in the 21st Century
"I know that half of my advertising dollars are wasted, I just don’t know which half."
~ John Wanamaker
What are some ways that media dollars are wasted?
From Louis M. Schultz (Forward).
It's all about communication planning.
There is no distinction such as
How does your media use compare to that of your parents?
Planning | Buying | Selling
Which is more important? Why?
Why do you think more money is spent in promotion (trade & consumer) than for advertising and related communications?
Why do you think cable television has overtaken the traditional television networks in advertising expenditures?
How are consumers taking more control over their exposure to media content?
How does greater consumer control of advertising and media consumption affect media planning?
For Next Time