Abstract:

Today, marketers have a choice of market research studies from different vendors to provide them with the above described information about mass media and new contact points. These multimedia studies use consumer survey data to measure the relative reach, consumption frequency, and strengths and weakness, etc. of a vast array of contact points (including mass media) and are designed to inform the development of a marketing communication plan.at The coca- cola company, an internal measurement study called optimix is used to measure the effective-ness of multiple contact points. optimix uses consumer surveys to measure several dimensions/attributes of up to 25-35 different contact points. some of the contact dimensions measured includes Weekly reach, consumption frequency, relative strengths, as well as appropriateness for specific communication objectives, etc.