Document Controls
For CMO & Marketing Leadership Professionals
| Primary Analyst Photo | Document Information | Rate this Document |
|---|---|---|
|
December 18, 2008 (updated August 10, 2009) Choosing The Right Media Mix: EuropeFrom Creating Awareness To The Act Of Purchaseby Kim Le Quoc, Jaap Favier with Mary Beth Kemp, Jean-Yves Lugo, Erik Hood |
Average: 10
(1 rating)
|
This is an excerpt
Executive Summary
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.
TABLE OF CONTENTS
- Marketing Leaders Face Empowered Consumers
- Consumer Media Usage Should Guide Your Media Mix Decisions
RECOMMENDATIONS
- Drive Consumer Centricity
- Supplemental Material
- Related Research Documents
This is an excerpt
Buy Risk-Free
Price: US $499
Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.
Already a Forrester Client?
Log in to read this document.
