Dentsu launches multiple media optimizer

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TOKYO--Dentsu Inc. has developedand begun using a media planning optimizertool that creates media plans across fiveadvertising media: television, newspapers,magazines, radio and transit. The DiaLogservice is specially designed for the Japanese media market.

DiaLog can produce optimal media plansfor both a single medium or several incombination. The tool is able to produceplans suited to Japan's media businesspracticies, including package sales of TVspots and transport advertising, in addition to TV program sponsorship arrangements.

Copyright February 1999, Crain Communications Inc.

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