Hard edged consumer issues and hard nosed media solutions

Hard edged consumer issues and hard nosed media solutions
Document type
Paper
Corporate author(s)
Chartered Institute of Marketing
Publisher
Chartered Institute of Marketing
Date of publication
1 June 2001
Series
Chartered Institute of Marketing Paper
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

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This paper reviews the changing media scene from the perspective of an advertiser organising the management of a communication planning project. It was presented by Billetts Consultancy at the 2001 marketing seminar 'Media Cocktail Anyone?' to an audience of advertisers, advertising agencies, marketing service agencies and media planning and buying companies. The purpose of the paper was to show how advertisers could best tackle the segmenting communication scene and to resolve the apparent paradox between advertisers' needs for integrated systems and services, and the fragmenting and ever more specialist marketing services companies' offerings.

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