Research and Media Scheduling

Helen Johnston

Based on marketing practitioner interviews and case studies, this paper reconsiders the potential value of galvanic skin response (GSR) methodology in evaluating the motivational power of marketing communications.

Research and Media Scheduling

Helen Johnston,vice president/director media analysis and associate media director, Grey Advertising

Recently some very interesting work has been published which demonstrates the sales response to advertising exposure - particularly with respect to the timing of ad exposures. Ad exposures that occur close to the purchase occasion appear to have remarkable sales impact.

This has important implications for media planning, particularly with respect to optimal scheduling of weight. It makes apparent that the best strategy is continuous advertising so that as many as possible purchase occasions can be covered. It raises questions such as:

  • At what...

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