%0 Journal Article %A Angela Reynar %A Jodi Phillips %A Simona Heumann %T New Technologies Drive CPG Media Mix Optimization %D 2010 %R 10.2501/S0021849910091567 %J Journal of Advertising Research %P 416-427 %V 50 %N 4 %X 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. %U https://www.journalofadvertisingresearch.com/content/jadvertres/50/4/416.full.pdf