Inter-media decisions: the right use of the right data

Richard Dodson

This article considers what data will enable inter-media decisions to provide the best return on investment.

Inter-Media Decisions: the Right Use of the Right Data

Dick DodsonFoote Cone & Belding

When first considering this topic I quickly realised that any contribution I could make needed to be in the context of previous discussion of the subject. I therefore carried out a brief search of the FCB media research library for relevant papers. The first conclusion I arrived at in this investigation was that whilst in theory the inter-media decision has existed for as long as advertising itself, the advent of commercial television in the UK in 1955 heightened the debate. Indeed from the early sixties...

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