Today I stray a little way from cause marketing to address the topic of media allocation, but there is a relevancy and application for cause marketers. Recently Prosper International released an analysis of the media mix the Big 3 automakers use against data collected by Big Research of what media people say influences them in their purchases weighted by consumption and cost. To put it more simply, they asked people who said they planned to buy/lease a GM, Chrysler or Ford product in the next six months what media would be most influential in their decision. Then they sliced and diced the data to balance which media people said most influenced them to come up with the media allocation that would gave the most bang for the buck. According to Ad Age , in 2007 GM spent its media allocation this way: Magazine…..12.4% Newspaper…5% Outdoor……1.5% TV………….39.4% Radio………3.5% Internet…….7% Other……….31.5% Prosper’s recommended allocation is above. As you can see, using Prosper’s modeling GM’s TV...
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