Resultant sales compared to those from a previous campaign. Agencies' bonus payment should be linked to client sales. THE Critical Factors for Media Marketers The key factors the media market needs to bear in mind are: Fragmentation of audiences - there is more media out there. There is an explosion in the number and type of new media available. There is a trend towards mergers in media owners leading to a consolidation of agency groups/media buyers.
There is difficulty in finding valid research. However, direct response and Web measurement is very accurate. They need to impact target audiences through fragmentation and diversifica- tion with the ultimate being targeting one-to-one media. Advertisers there- fore, need to decide whether to make campaigns single media or multimedia. Tailormade advertising research shows that zapping is increasing, and ad recall varies by spot lengths. In addition advertising recall is affected by clutter - there is 28% recall swing across the break. Similarly, there can be up to a 5 :)0% swing in advertising effectiveness across programme genre. So whether the agency hits its ratings target is one thing. Whether the message sinks in to the correct audience and converts them to new products is another matter. According to experts, there is likely to be a reduction in the total viewing of advertisements in the UK of at least 10% by the end of the next BARB contract, and possibly by more than 30% by 2008.