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.
Research Papers
Media planning enters the 21st century
Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Melissa Heath, Lisa Rudman, Michelle Crellin
 
June 13, 2002
Research Papers
Media exposure and consumer purchasing
Catalogue: Seminar 1994: The Changing Faces Of Panel Research
Author: Andrew Roberts
 
June 15, 1994
Research Papers
It is time we started using statistics!
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Jeremy Wyndham, Richard W. Goosey
 
September 1, 1997
