Abstract
Communications planners are, in effect, investment managers. We manage large sums of money. We advise our clients where to invest. We analyze which media are going to give better returns. And we recommend a strategy of how best to use them. In the case of an advertiser, those returns are defined by the communication goals.
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Note
Kamp, Boon and Bruin, “Sara Lee International Case Study,” Cross Media Effectiveness Research—ESOMAR Best Research Paper Award, June 2005.
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© 2014 Antony Young
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Young, A. (2014). Touch Point Selection. In: Brand Media Strategy. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137447715_10
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DOI: https://doi.org/10.1057/9781137447715_10
Publisher Name: Palgrave Macmillan, New York
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