Client-agency perspectives of information needs for media planning

While there are relatively few advertising studies that deal with media pla nning, there are even fewer studies that deal with the issue of information needed to make sound media decisions. This study investigated the informat ion inputs needed for media planning. Two samples, one of marketing manager s and the other of media planners, were the subjects of this research. The findings show that marketing managers and media planners differ in their ra nkings of the various constructs. This has important implications for adver tising agencies and their clients. Media planners could make a greater cont ribution to marketing strategy by becoming members of the agency team that meets clients an a regular basis. Marketing managers need to brief advertis ing agencies in an accurate and comprehensive way in order for media planne rs to do a good job.