MultiMedia Reach/Frequency And Optimization
Questions, answers and consequences for print
James H. CollinsScarborough ResearchDan MallettDaniel Mallet Associates andJane Mulligan TraubScarborough Research
Introduction
Historically one of the broad ambitions of media research has been unified multimedia planning. Primary motivations underlying this vision have been, and continue to be, the very real needs media research has to 1) more precisely plan in the context of complex media options and interactions; and 2) account to clients for the gestalt value of the campaign, as opposed to the separate worth of its discrete media components.
The means for...