Brand-Centric Multimedia Radar:

Method to Create Multimedia Package with a Close Brand Affinity

Kazuya Kusumoto
Dentsu Inc.

and

Hideo Rai
Dentsu Inc.

Introduction

When talking of multimedia packaging, the multimedia optimizer promptly comes to mind. So long as cost-efficiency is a major interest for most advertisers, advertising agencies, media agencies and research companies have to actively develop multimedia optimizers so as to meet their clients' needs. It is true that using a multimedia optimizer results in an optimum cost-efficient media schedule for a brand. The multimedia optimizer, however, has the following three problems:

Problem 1