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....