Implementing a media consumption model

A theoretical media consumption rather than a media distribution model was proposed at the ESOMAR 2004 WAM conference to provide understanding of how media advertising “works” in the 21st century.

Implementing a media consumption model

Don E. SchultzNorthwestern University, Medill School Journalism; and Agora, Inc., United States

Martin P. BlockNorthwestern University, Medill School Journalism, United States

Joseph J. PilottaBIGresearch, United States

BACKGROUND ON THE MEDIA CONSUMPTION MODEL

At the 2004 ESOMAR WAM Conference, Professors Don E. Schultz, Northwestern and Joseph J. Pilotta, Ohio State, presented the paper: “Developing the Foundation for a New Approach to Understanding How Media Advertising Works” (Schultz and Pilotta, 2004). They hypothesized that as substantial changes had recently occurred in the advertising landscape, a new model of how media advertising “works” was needed....

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