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Client-Agency Perspectives of Information Needs for Media Planning

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References

1984Contemporary Advertising435 cited
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1997Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study204 cited
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1997A Marketing Management View of Integrated Marketing Communications109 cited
1997Building Better TV Schedules: New Light from the Single Source33 cited
1985How Leading Advertising Agencies Perceive Effective Reach and Frequency33 cited
1998Point of View: Optimizers and Media Planning32 cited
1997Recency Planning26 cited

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2005IMPROVING MEDIA DECISIONS IN CHINA: A Targetability and Cost-Benefit Analysis21 cited
2003Account planning in the new marketing and communications environment (has the Stephen King challenge been met?)15 cited
2015Why Marketers should Be More Transparent with the Ad Agencies They Hire15 cited
2002Teaching the Advertising Media-planning Course: Trying to Serve Two Masters7 cited

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