Magazine Media Planning for “Effectiveness”: Getting the People Back into the Process

Abstract

Considers media budgets and how their allocation is managed. Proposes a media plan that selects media that work harder by building on the three‐way relationship between the reader, the publication, and the advertiser, as a superior alternative to computer‐led plans centred around buying efficiency. Concludes that all parties should benefit – the advertising agency justifies its claim on media planning, the publications have the opportunity to actively sell, and the advertiser gains from the best thinking of a team of professionals.

Citation

Kelliher, N. (1990), "Magazine Media Planning for “Effectiveness”: Getting the People Back into the Process", Journal of Consumer Marketing, Vol. 7 No. 3, pp. 47-56. https://doi.org/10.1108/EUM0000000002582