It is self-evident that media planning and buying cannot continue
to use the methods, systems and technologies that were developed in
the 1970's and 1980's. While they are comfortable and are the
current currency in media allocation they are as obsolete as carbon
paper. Most media planners and buyers are acting as agents for
their clients. Thus, they have a fiduciary obligation to allocate
the finite corporate resources in the most effective and efficient
manner possible. For the client/advertiser that charge now includes
an objective to become more consumer-centric and increase marketing
ROI. The new SIMM consumer allocation method does just that by
making the consumer and their consumption value, and media
influences to purchase key elements in the new model. Media
Generations also demonstrates the utility to media planning of
considering how media consumption and influence change among age
cohorts with different media experiences.
General
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