Achieving Reach in a Multi-Media Environment: How a Marketer’s First Step Provides the Direction for the Second.
Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets. Audiences reached by television, gift-packs, in-store displays, and outdoor advertisements closely matched category user profiles. Most other media skewed to heavy brand users. Positive word of mouth and social media also skewed to heavy brand users. This knowledge can help advertisers select media to reach certain types of buyers. Analysis of media pairs also revealed that second touchpoints tended to add more duplicate than new audience. Therefore, media should be added only after exhausting the capacity of the first media to achieve cost-efficient reach.
Source: ROMANIUK (Jenni), BEAL (Virginia), UNCLES (Mark). Achieving reach in a multi-media environment: how a marketer’s first step provides the direction for the second, in Journal of advertising research, vol. 53, nr.2, June 2013, p. 221-230.