There is a clear mismatch between consumers preferences and advertisers’ media mix

0,8

33,8

82,47,7

2,4

2,4

6,2

2,6

5,7

3,1

31,4

Media Mix Mail Preference

Addressed DM

TV

InternetPressOutdoor

Email

Unaddressed DM

Radio

Source: DM Pige 2010; Media Preference study 2010

Radio

FMCG sector