RT Journal Article
SR Electronic
T1 New Technologies Drive CPG Media Mix Optimization
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 416
OP 427
DO 10.2501/S0021849910091567
VO 50
IS 4
A1 Angela Reynar
A1 Jodi Phillips
A1 Simona Heumann
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/4/416.abstract
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.