Client-Agency Perspectives of Information Needs for Media Planning

Abstract

While there are relatively few advertising studies that deal with media planning, there are even fewer studies that deal with the issue of information needed to make sound media decisions. This study investigated the information inputs needed for media planning. Two samples, one of marketing managers and the other of media planners, were the subjects of this research. The findings show that marketing managers and media planners differ in their rankings of the various constructs. This has important implications for advertising agencies and their clients. Media planners could make a greater contribution to marketing strategy by becoming members of the agency team that meets clients on a regular basis. Marketing managers need to brief advertising agencies in an accurate and comprehensive way in order for media planners to do a good job.

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