The better alternative to fusion – a modelling procedure to simulate independent media currencies

Peter Masson and Paul Sumner
Bucknull & Masson, United Kingdom


This paper describes a practical and economic route to providing the media planner with a multi-media and target group data base and evaluation system for campaign planning, where the different media results either are the planning and buying 'currency' or simulate the results of the 'currency' very closely. The data modelling procedure is known as the VDiary (Virtual Diary) creation process and the evaluation software is SESAME.

It is important at the outset to understand that the objective is to provide a basis for multi-media schedule construction evaluation and not to provide a 'ratings' service.