This paper describes a practical and economic route to providing the media planner with a multi-media and target group data base and evaluation system for campaign planning, where the different media results either are the planning and buying 'currency' or simulate the results of the 'currency' very closely. The data modelling procedure is known as the VDiary (Virtual Diary) creation process and the evaluation software is SESAME. It is important to understand that the objective is to provide a basis for multi-media schedule construction evaluation and not to provide a 'ratings' service.
This paper provides an experimental design, where the calculation methods for the different media are used for all media and then compared. In this multimedia world, it is practical to have more key performance indicators available in order to describe different situations.The aim of this paper is to highlight the fact that worldwide multimedia measurement is not simply a question of measuring, but also and above all of analysing the measured data appropriately. The issue is to be able to render the media comparable, whilst also taking account of the differences in media usage.
Building on two previous papers on the expression (ESOMAR, 2002 and 2003), the authors discuss progress made by Initiative, MIT, and most recently IPG Media's Consumer Experience Practice, to explore how the elements of the expression are identified and evaluated, both quantitatively and qualitatively, and applied in the development of an interactive, extended media experience that leverages audience, especially fan behavior. The effectiveness of the NBC Olympics Presents the Visa Championships-Torino 2006, an on-line gaming experience developed by NBC Sports and Visa to extend the Olympic content to younger, engaged audiences during the XX Olympic Winter Games in February, is used as a basis for analysis.
The dreaded 'f' word (fragmentation) and pressures on budgets are the only two irrefutable facts in today's uncertain world of marketing. This isn't news but there is a greater need than ever to clearly establish priorities of marketing investment. This paper outlines a new consumer-centric framework that addresses issues of channel planning and budget allocation by bridging the world of consumer and shopper to quantify the role and influence of each touchpoint along a consumer's journey to purchase; and measuring the impact of all potential brand touchpoints - from advertising to non-advertising, from traditional to digital media, from word of mouth to point-of-purchase.