Achieving Reach in a Multi-Media Environment: How a Marketer's First Step Provides the Direction for the Second

Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets.

Achieving Reach in a Multi-Media Environment: How a Marketer’s First Step Provides the Direction for the Second

Jenni Romaniuk and Virginia Beal

Ehrenberg-Bass Institute, University of South Australia

Mark Uncles

Australian School of Business, University of New South Wales

Management slant

  • To reach an audience that is broadly representative of category users, emphasis should be given to media such as television, gift-packs, in-store displays, and outdoor advertising.
  • To reach heavy category users, consideration should be given to media such as public relations, online advertising, and sampling.
  • When the goal is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands