It is self-evident that media planning and buying cannot continue to use the methods, systems and technologies that were developed in the 1970’s and 1980’s. While they
are comfortable and are the current currency in media allocation they are as obsolete as carbon paper. Most media planners and buyers are acting as agents for their clients. Thus, they have a fiduciary obligation to allocate the finite corporate resources in the most effective and efficient manner possible. 

For the client/advertiser that charge now includes an objective to become more consumer-centric and increase marketing ROI. The new SIMM consumer allocation method does just that by making the consumer, their consumption value, and media influences to purchase key elements in the new model. Media Generations also demonstrates the utility to media planning of considering how media consumption and influence change among age cohorts with different media experiences. 
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Martin P. Block is a Professor in the Integrated Marketing Communications Division of the Medill School at Northwestern University. He is currently sector head for Entertainment and Gaming. He teaches graduate level marketing research, sales promotion, advertising, and direct marketing courses. Previously, Martin was a Professor and Chairperson of the Department of Advertising at Michigan State University. Martin is co-author of Media Generations (BIGresearch, 2008), Analyzing Sales Promotion (Dartnell, 1994), Business-to-Business Market Research, (Thomson, 2007) . His recent chapter “Post Promotion Evaluation” appears in The Power of Marketing at-Retail (POPAI, 2008). He was also co-author of Cable Advertising: New Ways to New Business (Prentice-Hall, 1987). He has published in academic research journals and trade publications. He has been the principal investigator on several Federally funded research projects and has served as a consultant to the Federal Trade Commission (FTC).

Don E. Schultz is Professor (Emeritus-in-Service) of Integrated Marketing Communications at Northwestern University, Evanston, IL. He is also President of Agora, Inc., a global marketing, communication and branding consulting firm also headquartered in Evanston, IL. Schultz lectures, conducts seminars and conferences and consults on five continents. He is the author of eighteen books and over 100 trade, academic and professional articles. He is a featured columnist in MARKETING NEWS and MARKETING MANAGEMENT. He was the founding editor of THE JOURNAL OF DIRECT MARKETING. Schultz is recognized as a leading authority on new developments in marketing and communication and has helped develop the Integrated Marketing and Integrated Marketing Communication concepts around the world along with pioneering work in marketing accountability, branding, internal marketing and marketing metrics/ROI.

BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. Their Consumer Intentions and Actions (CIA) Survey monitors more than 8,000 consumers each month and delivers fresh, demand-based information on where the retail consumer is shopping and their changing behavior. BIGresearch’s Simultaneous Media Usage Survey (SIMM) of more than 15,000 consumers is conducted twice each year and gauges consumption across media, products and services. BIGresearch's large sample sizes and methodology provides highly accurate consumer information with a margin of error of +/- 1 percent.