What Does True MoD Look Like?

Does MoD mean allowing a marketer to launch;
a.) a one-off marketing media (direct mail only) campaign or;
b.) a campaign combination of integrated marketing media (direct mail+email+print ads)?

I recently read a study by Bigresearch. They are a consumer intelligence firm providing analysis of behavior in areas of retail, financial services, automotive, and media. They have this service called the SIMM (Simultaneous Media Survey) that monitors more than 15,000 consumers twice each year. They also conduct the Consumer Intentions and Actions Survey (CIA) which monitors the pulse of more than 7,000 consumers each month. That plug being given, they recently released a study called, "BIGresearch’s SIMM 11: New Media Continues to Grow in Influence to Purchase". It's full of interesting statistics about New Media and it's impact on purchasing across different ethnic groups.

The study seems to show the first example of MoD. It doesn't show how the results would increase (or decrease) if a campaign of integrated marketing media was used. Does it matter? You tell me...