Abstract:
The focus of this paper is to extend the BIGresearch Media Consumption model, connecting three key components: experiential time, simultaneous media usage and media influence on purchase decision. The outcome is a media planning model demonstrating eight unique media consumption clusters which cut across 31 different media. With recourse to demographics, the media consumption clusters were tied to product purchases, leisure time activities, future purchase intentions and retail channels. This third phase of research demonstrates the media synergies and their variations by product, day part and retail channels.
Research Papers
Relevant pieces to the Chinese media puzzle
Catalogue: Asia Pacific 2010: Eyes on Asia
Authors: Don E. Schultz, Martin P. Block
 
April 20, 2010
Research Papers
Implementing a media consumption model
Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Don E. Schultz, Joseph J. Pilotta, Martin P. Block
 
June 22, 2005
Research Papers
Shopper's own views of in-store activities
Catalogue: Retail and Shopper 2009: The Voice Of The Shopper
Authors: Don E. Schultz, Martin P. Block
 
March 4, 2009
