Online and Offline Data Give Clearer Target Audience Picture

Writing in iMediaConnection, Interep Interactive's Adam Guild urges media buyers to look at both offline (MRI, Scarborough) and online (Tacoda) research to paint a better picture of one's target audience. Guild claims offline data helps with determining markets that index high for a given target audience and online helps steer the ad message to the most effective area within a given medium.

by Steve Hall    Jul-21-04   Click to Comment   

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