The purpose of media behaviour models is to provide the media planner with a decision making tool. We have had models for several decades that work at the simplest level to support questions like â€˜should I buy title A or title Bâ€™, or more complex â€˜should I buy this combination C of newspapers/insertions or combination D of newspapers/insertionsâ€™. But the complexity of the model compounds at the multi-media level in supporting questions like â€˜should I buy this combination E (TV channels/spots) or combination F (magazines/insertions) or â€˜should I mix media by taking a percentage out of combination E (TV) and placing it in magazines and if so what percentageâ€™?
The first step in modelling media behaviour is normally to provide the planner with comparative statistics on the reach and frequency (OTS) of selected schedules. In the case of multi-media evaluation this becomes a multi-dimensional matrix with as many dimensions as there are media. From the matrix we will know what proportion of the target receive only TV OTS, what proportion receive 3 print OTS, 2 TV and 6 radio OTS and so on. The interpretation of such a matrix is no longer the simple choice of the schedule that delivers the most at (3+) OTS.
Symposium: 2003: Cambridge, Massachusetts, Session 2 - Multi Media
Authors: Masson, Peter J, Sumner, Paul
Organisations: Bucknull & Masson
Topics: Fusion and Modelling, Inter-media Comparison