search query: @indexterm Media research / total: 210
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| Author: | Pilotta, J.J. (et al.) |
| Title: | Simultaneous media usage: a critical consumer orientation to media planning |
| Journal: | Journal of Consumer Behaviour
2004 : MAR, VOL. 3:3, p. 285-292 |
| Index terms: | Media coverage Media research Planning |
| Freeterms: | Simultaneous usage Consumer exposure |
| Language: | eng |
| Abstract: | This research study explores the incidence of simultaneous media usage among a sample of US consumers. The findings show that simultaneous media usage, i.e. multiple exposures to various media forms at the same time for the same consumer, occurs among a substantial portion of the media population. The existence of simultaneous media exposures is a fact in todays media marketplace and it undermines most current media measurement systems as they are defined as isolated environments. This paper makes media management to rethink how media evaluations should be conducted. |
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