Needed: A new paradigm for media evaluation by advertisers
David F. Poltrack CBS Inc, United States
In 1993, at the joint ESOMAR/ARF/JMA Conference in Tokyo, I had the privilege of presenting a paper entitled 'A Multidimensional Approach to Media Evaluation'. In that paper I argued that the process by which marketers evaluate media for the purpose of advertising placement was both too narrow in focus and too non-discriminating in application. My conclusion was that this simplistic, sex/age-based quantitative audience analysis is the wrong foundation for effective media evaluation.
In that paper I discussed several other dimensions of audience measurement...