Multimedia exposure and variations in consumer response

Multimedia reach and frequency applications are perhaps some of the most widely used tools in the media planner's analytic arsenal.

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....

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