Mixed-media Campaigns: Can We Fix It? Yes We Can!

Discusses the problem of presenting realistic mixed-media exposure figures for multi-media planning. Historically, media planners fall back on the random duplication or `Sainsbury method', assuming the equal probability of seeing or not seeing when calculating combined reach and frequency.

Mixed-Media Campaigns: Can We Fix It? Yes We Can!

Jim Kite of Universal McCann argues hat overlaying realistic media duplication factors on to industry currencies can provide multi-media metrics

Going by the number of articles and opinion pieces, both in Admapand on the WARC website, multi-media optimisation is surely the hottest media research issue at the moment. And it is not surprising. Advertisers do not see the world as the media industry sometimes wants it to, with each media component treated as a separate entity. Marketers, conscious of getting the most out of their hard-fought budgets, see...

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