Media Selection for Marketing Communication

Abstract
For marketing managers, decisions in media planning and consequently the media selection are becoming increasingly complex and challenging as more media options are available. This exploratory study examines the factors that guide and influence marketing managers when selecting media for their ad campaigns. The extent to which green environmental issues, advertiser-agency cooperation and the economic recession influence media selection is focused on. The sample was chosen on the basis of a cluster analysis on annual media investments among the largest advertisers in Sweden.

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