December 18, 2008

Choosing The Right Media Mix: Europe

From Creating Awareness To The Act Of Purchase

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

by Kim Le Quoc, Jaap Favier

with Mary Beth Kemp, Jean Yves Lugo, Erik Hood

Executive Summary (This is a document excerpt)

Media planning is ever more complex and dynamic. Europeans 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. 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.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.