PT  - JOURNAL ARTICLE
AU  - Angela Reynar
AU  - Jodi Phillips
AU  - Simona Heumann
TI  - New Technologies Drive CPG Media Mix Optimization
AID  - 10.2501/S0021849910091567
DP  - 2010 Dec 01
TA  - Journal of Advertising Research
PG  - 416--427
VI  - 50
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/50/4/416.short
4100  - http://www.journalofadvertisingresearch.com/content/50/4/416.full
SO  - J Advert Res2010 Dec 01; 50
AB  - 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.