Media researchers are well aware of two trends in media selection. One is the way planning agencies now exploit media fragmentation: schedules are built of more components in the hunt for reach and for effectiveness. These components often combine media different in kind – TV, promotions, print, the net and so on. The second trend is growing acceptance of market-mix modeling as a way to evaluate the effectiveness achieved by this mixture. Sales results are being used in compliment with measures of ad exposure. SMG, as do other major planning agencies, now provide advertisers with tables of ‘the proportion of sales due to…’ and media investments are evaluated that way. Given that people have been modeling the effects of various media for years, surprisingly little is known about their findings. The Editor of the Journal of Advertising Research wrote recently that the comparisons made between media effectiveness over the last several years have been ‘mostly not too helpful.’

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