Abstract:

This paper outlines the various research tools which can be used for media planning and evaluation. In particular single source and fusion techniques are described and compared as vehicles for media planning. Results are presented on the effect of viewing fusion curves for planning and how the 'apparent' gain can sometimes be overstated because of the fusion process itself compared to actual single source data. Indeed the paper shows that if fusion ratings ever led to a higher cost of buying advertising then there is a minimum ratings gain which must be achieved for the process to be cost effective. In conclusion the paper, highlights the reader to the underlying assumptions involved in using fusion for media planning and recommends that the availability of single source products should be the ultimate goal for the advertising industry to help get to grips with media planning and evaluation.