Fewer is better

This article presents an approach to media vehicle elimination that differs from current practices in which the judgment of media analysts plays a significant role. First, it is suggested that the impact of a media plan be estimated by using insertions rather than frequency distribution. Second, the decision to eliminate a vehicle will rest on a revenue/cost marginal analysis in which cost is redefined to account for vehicle acquisition cost as well as for other costs involved in their use. Applications of this approach are illustrated. The process for determining the number of media and media vehicles for a media plan appears both simplified and clarified.