What do consumers think about media?
Joe MandeseFew would argue the elevated importance of consumer insight in media planning. To hear top media executives speak these days, you would think most media shops have a pretty good idea about what consumers think about media and the impact that has on the effectiveness of advertising. To find out for sure, MEDIA magazine, a trade publication I edit in the US, recently conducted a firstofitskind study that simultaneously asked two separate panels one comprising media planners and buyers and another US consumers what they thought about various media. The...