Multi Media Optimizing Optimistics

New ways to calculate the effectiveness of multi media campaigns

John Fasse
Initiative Communications
and
Nick Hiddleston
Initiative Media Futures




Introduction

Old channel planning was about selecting individual media. New channel planning is about selecting combinations of media.

Continuing media fragmentation means that consumers are spending less time with a single medium. As the attention of consumers is spread over more and more media categories so effective channel strategies will increasingly have to be multimedia strategies.