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ABSTRACT This study seeks to optimize media allocation and discuss the role of online in consumer packaged goods (CPG) marketing. To this end, the authors explore in depth three CPG subcategories: beauty care, home care, and beverages. By doing so, the authors seek to accomplish the following: Provide a better understanding of how the various media vehicles available to consumer packaged goods (CPG) marketers work together Demonstrate the need to move beyond traditional views and measurements of marketing Explore the impacts each marketing driver has on sales and understand how they work together Illuminate the power of the Internet in an overall marketing campaign.
Reynar et al. (Wed,) studied this question.