Fewer is Better

Francois Coderre and Yvan Boivin

This article presents an approach to media vehicle elimination that differs from current practices in which the judgement of media analysts plays a significant role.

Fewer is Better

Yvan BoivinandFrancois CoderreUniversity of Sherbrooke, Canada

The decision to eliminate certain media vehicles likely affects the impact of a media plan as much as does the allocation of insertions into the vehicles retained. The elimination of media vehicles is considered necessary given the vast number of vehicles available on the market. For example, one study (Boivin and Gagne, 1996) identified and analyzed 909 Canadian media vehicles from television, newspapers, magazines, radio, and billboards. If one were to retain all these vehicles in a media plan, the advertising budget of even the largest advertisers would...

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