Added value of the media mix

Date of publication: June 15, 1999

Company: GfK Group

Author: Christian Stahl

Abstract:

The paper describes three case studies of real market tests that have been carried out with GfK-BehaviorScan in Germany and France. In these tests parts of the media budget for fast moving consumer goods have been shifted from TV to print. The aim of these tests was to investigate the benefits and risks of stronger print support to the performance of the brands tested. Although being quite different in terms of product category or stage in lifecycle the results strongly suggest moving away from TV- dominated media strategies.

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