Media Generations: Media Allocation In A Consumer-Controlled Marketplace

Block Ph.D., Martin P.,Schultz Ph.D., Don E.,BIGresearch

ISBN 10: 0981941516 / ISBN 13: 9780981941516

Published by Prosper Business Development Cor, 2009

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Bibliographic Details

• Title: Media Generations: Media Allocation In A Consumer-Controlled Marketplace
• Publisher: Prosper Business Development Cor
• Publication Date: 2009
• Language: English
• ISBN 10: 0981941516
• ISBN 13: 9780981941516
• Binding: paperback
• Condition: Very Good

About this title

Synopsis

It is self-evident that media planning and buying cannot continue to use the methods, systems and technologies that were developed in the 1970's and 1980's. While they are comfortable and are the current currency in media allocation they are as obsolete as carbon paper. Most media planners and buyers are acting as agents for their clients. Thus, they have a fiduciary obligation to allocate the finite corporate resources in the most effective and efficient manner possible. For the client/advertiser that charge now includes an objective to become more consumer-centric and increase marketing ROI. The new SIMM consumer allocation method does just that by making the consumer and their consumption value, and media influences to purchase key elements in the new model. Media Generations also demonstrates the utility to media planning of considering how media consumption and influence change among age cohorts with different media experiences.