Implementing a media consumption model

Don E. Schultz
Northwestern University, Medill School Journalism; and Agora, Inc., United States

Martin P. Block
Northwestern University, Medill School Journalism, United States

Joseph J. Pilotta
BIGresearch, United States


At the 2004 ESOMAR WAM Conference, Professors Don E. Schultz, Northwestern and Joseph J. Pilotta, Ohio State, presented the paper: “Developing the Foundation for a New Approach to Understanding How Media Advertising Works” (Schultz and Pilotta, 2004). They hypothesized that as substantial changes had recently occurred in the advertising landscape, a new model of how media advertising “works” was needed.

They posited that media advertising impact could likely be explained by measuring audience media consumption rather than through the traditional advertising message distribution model. They based their approach with three core issues: 1) the advertising industry's reliance on derived assumptions of how media advertising “works”, rather than on provable measures; 2) their marketplace observations of available new data sources and measurement techniques; and 3) the advertising industry's reliance on outbound, efficiency-oriented message distribution systems to define advertising impacts and effects. All, they suggested need to be re-thought.