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For CMO Professionals

Choosing The Right Media Mix: North America

From Creating Awareness To The Act Of Purchase

January 16, 2009


  • By Lisa Bradner,
  • Kim Le Quoc
  • with Jaap Favier,
  • Jean-Yves Lugo

Why Read This Report

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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Table of Contents

  • Marketing Leaders Face Empowered Consumers
  • Put Consumers At The Center Of Your Media Planning

  • Drive Consumer Centricity
  • Supplemental Material
  • Related Research Documents