What are the advantages and disadvantages of online vs. PC-based media management systems?
Continuously interactive on-line technology is akin conceptually to the much-heralded and discussed “Information Highway.” And, you may be surprised, but the real issue to consider goes beyond the obvious on-line system advantages of flexibility, ease of use, the ability to have continuous interaction between user and provider, the safeguard it provides against “GIGO,” or even its capacity as an excellent ongoing training tool. The most important advantage of using an on-line system is that it provides the ability to deal with media planning and management in the current environment, and serves as a pathway to dealing with media management needs in the future. The types of data and the on-line systems needed to understand and to handle them are dynamic in that they are ever-changing in terms of type, quality, and intricacy. Only an on-line system can enable media managers to deal with the large amounts of sophisticated interrelated data that have already begun to flow from an ever-grow
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