TY - JOUR T1 - New Technologies Drive CPG Media Mix Optimization JF - Journal of Advertising Research JO - J Advert Res SP - 416 LP - 427 DO - 10.2501/S0021849910091567 VL - 50 IS - 4 AU - Angela Reynar AU - Jodi Phillips AU - Simona Heumann Y1 - 2010/12/01 UR - http://www.journalofadvertisingresearch.com/content/50/4/416.abstract N2 - This study seeks to optimize media allocation and discuss the role of online in consumer packaged goods (CPG) marketing. To this end, the authors explore in depth three CPG subcategories: beauty care, home care, and beverages. By doing so, the authors seek to accomplish the following: Provide a better understanding of how the various media vehicles available to consumer packaged goods (CPG) marketers work togetherDemonstrate the need to move beyond traditional views and measurements of marketingExplore the impacts each marketing driver has on sales and understand how they work togetherIlluminate the power of the Internet in an overall marketing campaign. ER -