ABSTRACT
This chapter explores media and audience research in its many and evolving forms. Many marketers classify out-of-home media as a form of print media and the Internet as a form of broadcast media. The direct media are communication delivery systems used to present marketing messages directly to targeted consumers, individually or in small groups, along with a direct consumer response device of some sort. Marketing agencies in particular were interested in syndicated research services because these made it possible to evaluate and compare media forms. Marketers track customer responses to promotional marketing activities by measuring redemption of the incentives offered. The media owners and marketing agencies also need to recognize that multitasking media consumption behavior exists and will continue into the foreseeable future. The chapter concludes by shifting the focus to the future across all media forms and addresses some of the biggest media research issues facing by media industry.
