Internet Applications in the Total Media Mix
IMS (UK) Ltd., United Kingdom
THE MULTI-MEDIA TECHNIQUE
The multi-media technique that is used for the evaluation of the internet's contribution to multi-media campaigns is IMS' Multireach. The model for this technique is the 'Just in Time' method advocated by Dina Raimondi and Gilles Santini.1
The process that Multireach works through is as follows:
This system is schedule specific, being driven by the specific target audiences and the types of media channels that are being used.
The software identifies the common variables between the media surveys used, within the specific target audience.
It then focuses on the best combination of mutually exclusive common variables, specifically those that drive the variance in the frequency distributions of the schedule within each particular media.