Over the last decade the media industry has undergone major changes due to expanding media choice and audience fragmentation. An increased number of magazine titles, radio stations, television channels, etc has meant that audiences are breaking up into increasingly smaller groups. 'As advertising clutter continues to grow with more advertising taking place across media, reaching the consumer has become a difficult process' (Cumberland 2002). Also, technological advancements in new media, such as the internet, has made the media landscape highly complex and the role of the media planner far more demanding than ever before (Kite 2001). It is no wonder that media planning has been described as a 'combination of science and judgement' (Surmanek 1996). / Thesis (MBusiness-Research)--University of South Australia, 2005.
| Identifer | oai:union.ndltd.org:ADTP/267143 |
| Creators | Redford, Natalie. |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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