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- Title
Selecting Media for National Accounts: Factors of Importance to Agency Media Specialists.
- Authors
King, Karen Whitehill; Reid, Leonard N.
- Abstract
Building on previously published research, a multi-stage study of large agency media specialists was conducted to document the importance of nineteen selection factors used to evaluate media for national advertising accounts. In Stage 1, indepth interviews were conducted to identify relevant media selection factors; in Stages 2 &3,a questionnaire was pretested and mailed to a sample of media vice-presidents, media directors, and media planners with 162 U.S. agencies; and in the final stage, follow-up interviews were conducted to determine the veracity of data interpretation. Analysis found six distinct decision clusters, that systematically differ in degree of importance to media specialists regardless of their personal, professional, or agency backgrounds. The results suggest that media selection decisions are primarily driven by a medium's ability to reach a specific target audience, regardless of whether the selection decision is made for local advertising, advertising in general, or for national advertising specifically.
- Subjects
ADVERTISING; NATIONAL advertising; COMMUNICATION in marketing; INDUSTRIAL publicity; NONBOOK materials selection; PRIMARY audience; AUDIENCES
- Publication
Journal of Current Issues & Research in Advertising (CTC Press), 1997, Vol 19, Issue 2, p55
- ISSN
1064-1734
- Publication type
Article
- DOI
10.1080/10641734.1997.10524437