COMMUNICATIONS STUDIES–Media Mix Testing

The potential exists for a company to waste thousands or even millions of dollars by not selecting the proper mix of media placement vehicles in which it chooses to advertise is not optimized. In a media mix test, telephone surveys are usually used to determine the best combination of vehicles to achieve predetermined goals such as maximizing advertising and brand awareness. Using Savitz Research Solutions Media Optimizer model, our analysts can tell you what combination of media vehicles have the potential to maximize your reach.

Marketing Questions

• What media vehicles should we use?
• What combination maximizes reach?
• Can we save money by using less traditional media vehicles?

Savitz Success Story

A regional supermarket chain learned that the best combination of vehicles that maximized unduplicated reach was achieved by using non-traditional media vehicles. The use of these vehicles proved to both increase reach as well as lower advertising cost.