| Journal Call no. | P92.A7M45 |
|---|---|
| Article Title | Need for junior media planners to focus more on interpretation. |
| Is Part Of | Media : Asia's media & marketing newspaper ; 4 Aug 1995, p.4, illus. |
| Abstract | Young media planners have a tendency to be too numbers-oriented and do not provide enough interpretation in their presentations to clients, according to Leo Burnett executive media director Kate Stephenson. Ms Stephenson, who headed a recent Hong Kong 4As training course for media planners, said over-reliance on numbers alone was a common fault throughout media departments. |