Media planning: Channel planning

 

This article illustrates how successful multi-channel campaigns use both new and established channels. The first key element is to start with a good brand idea (examples include BMW, iwireless, Sony E ...

Dominic Finney, head of emerging channels & trading at BLM quantum, discusses the limitations of today's digital agencies and how they must change if they are to meet the needs of the future consumer ...

Radio often suffers from a lack of awareness as far as marketers are concerned, both because of the lack of 'buzz' surrounding the medium, and as it is often perceived to be difficult to measure the r ...

This paper looks at the advantages of a sequential ethnographic research methodology, using in-situ observations of media usage by an ethnographer, a surveillance set, creative diaries and in-home exp ...

We live today in a Starbucks media world, where range of choice has exploded to decaf tall skinny soy latte proportions. In this environment, we need to be able to clearly establish priorities of mark ...

Today's planner must assess the full range of communication channels in designing campaigns that genuinely connect with the consumer - so says Tim Foley and Peter Engelberts, from PointLogic, and Geof ...

Channel planning is not about a single factor, but about balancing the power of a medium with its reach, the precision of targeting with cost, and understanding the tactical needs of the campaign with ...

Neil Fox, founding partner and planning director at TDA, argues that a framework is required to make the most of integrated marketing communications. He proposes a ‘hierarchy of engagement’ to determ ...

Fred Bronner and Stephan van Velthoven describe The Dutch Media Experience Study, conducted by VeldKamp and TNS NIPO. The survey collected data on how consumers perceived the ‘experience’ for some 5 ...

Tony Regan, founding partner of Nylon (WPP’s specialist communications planning business), reviews cross-channel research from a planner’s point of view. Using the Account Planning Group’s book ‘The ...

Tom Woodnutt and Fiona Jack, Green Light International, discuss the future of TV advertising in an era when consumers seem to resent advertisements and have the means to avoid them (the empowered cyni ...

In this introduction to Admap’s focus on Channel Planning, Roderick White pulls together the (recent) developments in communications planning, such as the neutral media mix, integrated communications, ...

This introduction to five articles focussing on non-traditional communication channels (Beyond media focus) discusses how the pressure for media neutrality has brought about truly integrated marketing ...

In this introduction to six articles focussing on media planning the author points out the importance of identifying and exploiting media channels that touch consumers in the most appropriate way to a ...

Tim Foley and Peter Kloprogge describe the development of Chorus, a software-based media channel-planning system designed for the RVD (the ‘communications centre’ for the Dutch government) by PointLog ...

Andrew Greenyer, director of customer relationship solutions at Group 1 Software, describes a survey of company marketers, which asked the length of time that their customers spent looking at particul ...

This paper looks at how planners navigate the maze of media channels available in today’s world. It summarises the criteria for choice, recent research approaches and how this is affecting media decis ...

This chapter of Best Practice looks at how planners navigate the maze of media channels available in today’s world. With its excellent reading list it summarises the criteria for choice, recent resear ...

This article argues that the influence of media agencies should increase and this requires an integration between media research and brand research. The author describes working on what he calls 'ph ...

Sheila Byfield explains the reasons for introducing the research project 3D and describes its uses. First it identifies the most profitable customers and their relationship with the brand, second it ...

The campaign that launched a pay-per-view film services available on digital TV (u>directfilms). The case study reviews the rapidly changing market and the problems encountered in launching the first ...

The Graham Report earlier in 1999 pointed out the way in which British television was underperforming in the international sales market. The UK government is in favour of digitalisation. The BBC needs ...

The digital television industry in the UK is largely driven by the private sector. The article compares this with France's Minitel system in the 1970s, which was provided by the government, and kick-s ...

Argues that broadband digital technology, bringing interactive video to the TV screen, will revolutionise e-commerce, marketing and brand values.

The current state of development and marketing of digital broadcasting services in UK. Possibilities for interactive TV.

The paper describes a project that has been launched in Switzerland (MUST) and is proposed to be extended internationally. A common currency for intermedia planning across national borders has yet to ...

This paper describes the series of annual segmentation studies carried out by the Finnish Broadcasting Company(YLE) since 1991 as the main tool in developing channel coordination and programme schedul ...

The paper reports on BBC World Service Television, launched in 1991, and describes its rationale and objectives as a counter to CNN. BBC WST is self-financing, e.g. by advertising, and generates all e ...

From January 1993 Channel Four will sell its own airtime. This article looks in detail at the competitive position of Channel Four compared to ITV, and concludes that it may well be in a strong posit ...

A description of television in Switzerland. Swiss viewers are polyglot, fragmented and overspilled, but watch enough inexpensive domestic product, not necessarily in their own language, to suggest tha ...