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
John FasseInitiative Communications
andNick HiddlestonInitiative Media Futures
channel planning was about selecting individual media. New...