ACRO
Here is your research. I'll play your little numbers game with you. Let's see what makes sense. You have $6,000,000 to spend on an advertising campaign. We will see what you get different mediums. For sake of being fair since I'm not putting a media plan together we will spend 1/3 in TV, 1/3 in Print, 1/3 in Radio.
TV - Going to cost you about $300,000 to create the spot. The average cost for this years network upfront was about $42 per thousand. With our remaining $1,700,000 we will have an estimated 40,476,190 impressions. Remember that only 30% of these people have a mobile internet data plan or view the internet on a mobile phone. We are now at 12,142,857 impressions that will reach our potential customers.
Print - The average cost per thousand for print is around $90 per thousand impressions (NYTimes is $144 per thousand impressions). Since we didn't even consider if print is the right medium for our client due to what print can offer. We just picked it because its a mass medium and you say we have to use it. This will deliver 22,222,222 impressions. Remember that only 30% of these people have a mobile internet data plan or view the internet on a mobile phone. We are now at 6,666,666 actual impressions that will reach our potential customers.
Radio - The average cost per thousand for radio is around $30-$35. I will give you the benefit of the doubt and use $30 per thousand. This medium will deliver 66,666,666 impressions. Remember that only 30% of these people have a mobile internet data plan or view the internet on a mobile phone. We are now at 20,000,000 impressions that will reach our potential customers.
Add all of those numbers up and for $6,000,000 we will get 38,809,523 impressions that are actually potential customers.
Now we are going to spend that same $6,000,000 on a mobile campaign where 100% of the viewers are potential customers because they already view the internet on their mobile and we are reaching them while they are using it (even better!) The average cost per thousand on mobile advertising is around $15-$20 per thousand. I'll give you the benefit of the doubt again and go with $20 per thousand. We will reach an estimated 300,000,000 impressions with our mobile campaign who are potential customers because they are already viewing our mobile ads on a mobile phone!
So basically my campaign can be 10x more effective by targeting my customers where they actually are! OMG...you mention research but you automatically want to start spending budgets on mass mediums. Go back to class Acro!