Media Research Questions
Media
Mix
How to allocate advertising dollars across
various media?
- What are the sales effects - this requires
single source data across different media.
- Reach & frequency metrics.
What are the differences between media
(e.g. TV cumulates reach whereas
newspapers don't; both TV and newspapers skew
older etc). This research includes work
on audiences.
New Media
How is it different? i.e. a sub-set of the above
programs.
$$$ How much to Spend?
A continuation of work on setting overall media
spends.
Timing - when to advertise?
A continuation of work on the frequency sales
response functions - this includes testing
the recency theory.
Media Metrics
In the absence of single source sales response
data (eg before the ad is placed), which metrics
should advertisers use to (a) make buying
decisions? and (b) evaluate their spend?
