PT  - JOURNAL ARTICLE
AU  - Jenni Romaniuk
AU  - Virginia Beal
AU  - Mark Uncles
TI  - Achieving Reach in a Multi-Media Environment
AID  - 10.2501/JAR-53-2-221-230
DP  - 2013 Jun 01
TA  - Journal of Advertising Research
PG  - 221--230
VI  - 53
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/53/2/221.short
4100  - http://www.journalofadvertisingresearch.com/content/53/2/221.full
SO  - J Advert Res2013 Jun 01; 53
AB  - 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 category 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.