The impact of the Internet and the connected economy leads to a discussion on the key technological issues of convergence, video on demand, personal video records and broadband. Finally, we consider the measurement of effectiveness in relation to this role and draw up a job description for this matrix manager.
The proliferation of media leads to a need for: 1. Measurement of campaign effectiveness on chosen media channels. 2. The need to contrast the effectiveness of all media, including Web activity, across brand campaigns. This clearly requires, analytical, creative, and ingenious media planning skills. Where to advertise, when to advertise and the choice of media mix to use are likely to have an even greater impact on advertising efficiency. These can be seen as the key "levers" of advertising efficiency that must be set by the decision-makers. Top 20 Issues in Media Listed below are some of the questions that the media marketer may face from his stakeholders and the other brand managers