Abstract:

The discussions and planning sessions all led to the formation of a 'partnership model'. This is built up from the data acquired from separate samples using various measurement techniques. They were then merged, using a mathematical process suitable for intermedia planning. The fixed blue-print of the partnership model shows the breakdown of the oral questioning into two tranches. One takes in the performance against the broadcast media with the best tool for this purpose - the behaviour yesterday. The other tranche surveys the reading behaviour of consumer magazines with the proven methods. Daily papers and a raft of demographic data are included in both tranches, and are combined into a single data set by the addition of samples.