How Colgate Could Optimize its Total

Media Mix
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Cross-Media Studies
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Campaign Goal: Generate Purchase Intent

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Cross-Media Optimization

Industry effort: 24 leading publishers participating in the industry research

Colgate8.indd 1 3/3/2003, 10:52 PM

 Results
Online Fills the Audience Cavity
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Online Helps Increase Purchase Intent

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Implications
Adding Online Optimizes Branding Results
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Key Findings Apply Across Industries
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TV Magazine Online
Optimal mix for each marketer measured
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Colgate8.indd 2 3/3/2003, 10:52 PM