January 16, 2009

Choosing The Right Media Mix: North America

From Creating Awareness To The Act Of Purchase

This is the second document in the "Driving Consumer-Centric Media Strategies" series.

by Lisa Bradner, Kim Le Quoc

with Jaap Favier, Jean Yves Lugo

Executive Summary (This is a document excerpt)

Media planning is ever more complex and dynamic. Americans use many different media — from TV to blogs — and their usage changes every year. Some media help drive brand awareness, and some drive loyalty. Some media have a young, urban audience; some have an older, rural one. Some media generate high consumer trust, some low. Some media form great cross-channel combinations; some don't. To get a first assessment on which media mix gives the best returns, marketers can use Forrester's media allocation tool (MAT). This model helps to optimize the media mix by combining Forrester's Consumer Technographics® data on media behaviors and attitudes with advertisers' campaign objectives and media costs.

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