Multimedia Exposure and Variations in Consumer Response
Craig GugelWorldwide Analytics &Strategy, Interactive Market Systems, Inc., United States
Tonya DenizResearch &Modeling, Media Planning Group, United States
PREFACE
In 1961, the Advertising Research Foundation published an historic monograph entitled Toward Better Media Comparisons where it shared with the advertising industry its model for evaluating media. This document was recently updated as Making Better Media Decisions. The model was revised to include new levels of paid media performance (attentiveness, persuasion and response). It was also modified to consider new media types, especially online media and Interactive TV....