ING/ The objective of the XMOS study is to help marketers and their agencies answer the question: what is the optimal mix of advertising vehicles across
different media, in terms of frequency, reach and budget allocation, for given
campaign to achieve its marketing goals? This particular campaign for ING ran for six months and included advertising on television, magazines and online. The budgetary proportions of the campaign were 68% for television, 17% for magazines and 15% for the internet. The media mix proved to be more effective than advertising would have been in any single medium. The 15% share of budget that ING assigned to interactive demonstrated itself to be ideal in this campaign.
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