ABSTRACT
The days of merely scheduling and placing ads are over. Now it’s a whole different media mix. A down economy, client and consumer shifts, and escalating product and media clutter require more than traditional advertising to effectively speak to consumers. Clients, who are under tremendous pressure to perform on a sales, marketing and financial basis (Martin, 1992) are now embracing other forms of communication (Sissors & Bumba, 1993). And there’s much more from which to choose. Today, some experts estimate that there are as many as 204 (DDB Needham, 1991) communication options available to media planners and marketers—and the number is still growing.
