Toiling in the Media Data Mines

Toiling in the Media Data Mines

Robert Young (PHD Canada, Omnicom Group, Inc., Canada)
Copyright: © 2004 |Pages: 23
DOI: 10.4018/978-1-59140-243-5.ch008
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Abstract

At PHD Canada, we deal in “time and space” — a phrase used when the term “media management” draws blank stares at cocktail parties. There are thousands of people like us, in hundreds of companies like ours, responsible for managing advertising media budgets. We all go to great lengths to create crisp target group definitions for consumer brands. We determine which media channels should be employed in support of our clients’ messages — time and space channels such as TV, radio, magazines, Internet, and newspapers. We recommend when our clients should run the media weight afforded by their budgets. And finally, we recommend how the weight should be distributed throughout the country, in which cities and which regions.

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