The Radio–TV media mix
Aligning media delivery with sales
Craig GugelOptimedia International and Roberta McConochieArbitron, Inc.
IMPACT OF CLUTTER AND AD COST ESCALATION ON COMMERCIAL EFFECTIVENESS
'Television will always be important but smart companies are finding more and more innovative ways of reaching their audience.' Ted Smyth, VP, Heinz - May 1994
It is true! And innovative does not always mean adding an Internet element to the overall media plan. Nor does innovativeness necessarily equate strictly with cost efficiency in terms of GRP or ROI. Nonetheless, with few exceptions, most national ad campaigns begin with a...