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ABSTRACT
Today's common measures of reach, frequency, share-of-voice, and cost-per-point are very factual, but unfortunately they lack an evaluative assessment of the quality of attention to the advertising, the brand impact, efficiency, and value to the brand. Advertising recall does not follow media consumption. High share-of-voice is not efficient. Creative content is critical. And different touch-points work in different ways, for different goals. This article reviews several issues that need to be considered for proper media measurement and introduces consumer mix modeling to help make measurable what is not so. Media planners need such an approach to better measure their holistic marketing programs and to understand the impact, by target, on the different brand objectives.
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