Unpacking the multimedia mix

Roderick White

This introduction to Admap's report on the media mix discusses the difficulties facing media planners arising from the explosion of new outlets, digitisation, and the limitations of audience measurement research. Media must be looked at from the consumers' viewpoint and, in particular, how they experience it and the role it plays in their lives. Evidence from IPA TouchPoints, Project Apollo and dunnhumby's Marketing Mix Optimisation suggests that several media often work better than one. Other issues, however, complicate the task, such as how to measure 'media neutral' and non-media activities such as product placement or programme sponsorship. The key to a solution lies in understanding the roles different media play for the target consumers and how they interact. This should be established prior to the creative development of the campaign, which should then proceed in tandem with the media plan and be integrated with it.