Multi-media reach/frequency and optimization

The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as an alternative media option.

MultiMedia Reach/Frequency And Optimization

Questions, answers and consequences for print

James H. CollinsScarborough ResearchDan MallettDaniel Mallet Associates andJane Mulligan TraubScarborough Research

Introduction

Historically one of the broad ambitions of media research has been unified multimedia planning. Primary motivations underlying this vision have been, and continue to be, the very real needs media research has to 1) more precisely plan in the context of complex media options and interactions; and 2) account to clients for the gestalt value of the campaign, as opposed to the separate worth of its discrete media components.

The means for...

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