Back to Search
Start Over
Issues in Media Planning Research from 99 to 03.
- Source :
- Conference Papers -- International Communication Association; 2005 Annual Meeting, New York, NY, p1-13, 16p, 1 Diagram, 1 Chart
- Publication Year :
- 2005
-
Abstract
- The article identifies specific research streams in the academic media-planning literature from the Journal of Advertising Research, covering the period of 1999-2003. The literature also provides an understanding of the contributions of academic research, as well as insight into the practical implications of the research applications. A review of the research literature on media planning indicates that attention has been paid to the issues connected to the media-planning research itself.
Details
- Language :
- English
- Database :
- Supplemental Index
- Journal :
- Conference Papers -- International Communication Association
- Publication Type :
- Conference
- Accession number :
- 18655405