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...