In attempting to understand how to maximize magazine advertising effectiveness from both a planning and buying perspective for his clients, the author turned to the findings of many papers presented at previous magazine symposia and conferences and additional work by leading media researchers.
The key to fulfilling the goal was in isolating, translating and linking a wide array of work and reducing it to a very pragmatic level. It was then necessary to execute a series of focus groups (still on-going) with the planning and buying groups, plus ultimately clients, to fully understand what could be efficiently and effectively achieved in any new print planning and buying process and what further research would be required. It was understood that only on this basis could â€œnew dimensions for magazine planning and buyingâ€? be considered. The author of this meta-paper was ultimately able to conclude, â€œYou gave us the answers. Now ask us the questions!â€?
Symposium: 2001: Venice, Session 2 - The Planning Process
Authors: Jarvis, Tony
Organisations: MediaCom/Grey Global Group
Topics: Advertising Effects