Brand-to-media consonance assessments

This paper describes the work conducted by Kohler Co. and Brand Keys, Inc.

BrandToMedia Consonance Assessments

A way to optimize media selection

Manuel GutierriezKohler Co. andRobert Passikoff Brand Keys, Inc.

Media: More Unlimited Than Ever

In recent years, a truism within the media planning community is that the job of the media planner is now more difficult now than ever before. Among the reasons advanced for this situation:

  1. Today's global 'media ecology' is highly cluttered. Designing the most effective media plan is, therefore, more complex and prone to error and omission than ever before.
  2. The...

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