Life without television?
A new way of forecasting media effects may sometimes favour a magazine option
Alan Copage
For both planners and clients, the crock of gold has always been to find some objective way to compare their media options - eg colour pages versus 30-second TV spots, or a combination. Reach and frequency say nothing about the relative impact and memorability of different campaigns and different media. Most decisions arise from judgement, conjecture and prejudice, with TV often the gainer. Using hypothetical examples, this paper outlines a method that uses back data to create valid comparisons (and forecast likely...