Multi media optimizing optimistics

This paper describes the development by Initiative Media of Matrix of a new tool for optimizing multi-media campaigns, based on a survey held in 12 countries amongst over 24,000 respondents, the main purpose of which was to establish the overlap in the use of different media.

Multi Media Optimizing Optimistics

New ways to calculate the effectiveness of multi media campaigns

John FasseInitiative Communications andNick HiddlestonInitiative Media Futures

Introduction

Old channel planning was about selecting individual media. New...