Abstract:

This paper describes how the mainstream media channels are fragmenting across Asia, and new digital communications possibilities are proliferating. With so many new channels to experiment with, and so little research data to evaluate them all, there is a need for new, data-driven judgment tools to aid multi-media channel planning. For the first time ever, this study compares 20 familiar and new media channels across 12 Asian markets by asking the same simple question, 'What do you get for US$1,000?' leading to many insights and opportunities for marketers and their agencies.