Media consumption and consumer purchasing

This paper is a further development of the concept of a consumer media consumption model that was first introduced at the 2004 WAM conference.

Media consumption and consumer purchasing

Connecting the dots ... finally

Don E. SchultzMedill School of Journalism, Northwestern University; and Agora, Inc., United States

Joseph J. PilottaBIGresearch, United States and The Ohio State University, United States

Martin P. BlockMedill School of Journalism, Northwestern University and Block Research, United States

BACKGROUND

At the 2004 ESOMAR Worldwide Audience Measurement (WAM) conference, Schultz and Pilotta presented a new type of media planning model based on measures of audience media consumption rather than media and marketer message distribution (Schultz and Pilotta, 2004). Using the proprietary BIGresearch SIMM (Simultaneous Media Usage) database, they...

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