Steiner taps sectionalization

Article Abstract:

Scott Steiner, McCann-Erickson Worldwide's VP-Associate Media Director, uses network TV sectionalizing to produce virtual custom networks. Steiner has also worked with publications to create 'spread-vertorials' or complementary editorial pages for the services and products that he advertises. He uses sectionalization to boost the local phone service which is being introduced by his biggest business-to-business client, AT&T Business Marketing Division.

McCann-Erickson Worldwide Inc., Steiner, Scott

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Crow seeks effective media mix

Article Abstract:

Shafer Advertising's VP-Media Services Cindy K. Crow does not base her media buying decisions on numbers alone. Crow balances quantitative with qualitative data by analyzing readership studies, standard data market researches and focus group results. Aside from her advertising work, Crow is also the chairman of the Interactive Media Committee of the Information Technology Media Advisory Council.

Crow, Cindy K., Shafer and Shafer Advertising

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