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Background

This paper describes an innovative audience assessment approach that integrates attitudinal and behavioural data as developed by Brand Keys, Inc. and Rainbow Media. The approach provides a new, highly effective metric with which media planners, brand managers, and marketers can quantify the degree to which the media environment itself can positively (or negatively) impact audience's behaviours toward the brands.

Implications

The study demonstrates that this technique is an accurate predictor of the change in brand imagery and purchase consideration that results when a specific product brand is displayed on a specific media outlet. Using this information media outlets can demonstrate the increase in brand imagery and purchase consideration that their brand creates in the advertised product.

For advertisers the methodology can be used to predict consumer behaviour, optimizse media plans, boost advertising efficiencies and increase sales and profitability.