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Original Articles

Making Headlines: An Overview of Key Happenings in Media Planning, Buying, and Research from 1985–1991

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Pages 19-34 | Published online: 08 May 2012

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Don E. Schultz, Martin P. Block & Vijay Viswanathan. (2018) Consumer-driven media planning and buying. Journal of Marketing Communications 24:8, pages 761-778.
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Yunjae Cheong & Kihan Kim. (2012) The State of Media Planning Research: A 16-Year Assessment, 1992–2007. Journal of Current Issues & Research in Advertising 33:2, pages 227-247.
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Yorgo Pasadeos, Arnold Barban, Huiuk Yi & Bong-Hyun Kim. (1997) A 30-Year Assessment of the Media Planning Literature. Journal of Current Issues & Research in Advertising 19:1, pages 23-36.
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Louisa Ha. (1995) Media Models and Advertising Effects: Conceptualization and Theoretical Implications. Journal of Current Issues & Research in Advertising 17:2, pages 1-15.
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Shriram KadiaShriram Kadia. 2022. Integrated Marketing Communications for Public Policy. Integrated Marketing Communications for Public Policy 15 44 .
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Magne Haug. (2004) Do Campaigns Really Change Behavior?. Nordicom Review 25:1-2, pages 277-290.
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