Modeling the results has shown the contribution of advertising copy quality is critical. Modeling has shown companies are past the point of diminishing returns on advertising and should cut back. In- store promotion will also help to offset the effect of price. 7 Fusion offers another way to handle the unknown overlap between media. A whole morning was devoted to its discussion by folks who are into media research, indicating the importance placed on the topic.
Fusion refers to combining databases.
It's based on a key assumption. If the people in the TV database had been asked about their use of other media, their answers would have been identical to those from the same type of people in the other media survey. Thus, a new database is created that could show how many viewers of Program X are likely to read magazine Y and listen to Station Z, combinations neither database could have shown by themselves. Fusion could be used in the same way to generate numbers showing how many viewers of Program X buy Fords, use Crest or eat at MacDonald's. The best ways of doing this, and testing the accuracy of the results, were discussed and debated.