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Ehrenberg-Bass Institute, University of South Australia

Media Research Questions

Media Mix
How to allocate advertising dollars across various media?

1. What are the sales effects - this requires single source data across different media.
2. 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?