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.
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