Media buying: Auditing, accountability

 

Martin Hayward and Nigel Paice, from dunnhumby, believe that reliance on intermediate variables, such as awareness or attitudinal measures, will soon become a thing of the past for campaign evaluation ...

Nigel Foote, managing partner at Starcom EMEA, reckons that tomorrow's media practitioners will have to be champions of brand value as much as media value. To assist in this he reveals some of the fin ...

Arie den Boon, Ceo of Daphne Communications Management BV, explains how real-time online research can be used to determine optimum strategic media choice, and frequency. Using a 13-week mixed media c ...

Rex Briggs, CEO of Marketing Evolution, describes a presentation to Philips and explains the key features of ROMO (Return on Marketing Objectives), a technique for measuring marketing's ROI. This met ...

Joe Mandese, in his regular report on the US media scene, considers the twin themes of 2005 - creative communications planning, and the metrics of accountability. He is particularly encouraged by the ...

Marketing fraud remains a serious problem, even though accountancy practices have been improved to eliminate bad practices and legal frameworks have been tightened (e.g. the Sarbanes Oxley Act). Some ...

In his regular commentary on the US media scene Joe Mandese looks at the growing interest in media auditing on Madison Avenue - and the need to determine new metrics such as 'engagement', rather cost, ...

Describes Ad-ID, a Web-based system developed by the AAAA and ANA to build a universal standard for the advertising industry. It is like a barcode which uniquely identifies every advertising asset a c ...

The purpose of this paper is to confirm, through a qualitative study, that ad serving counting tools at different points in the delivery chain are capable of measurement (and third party certification ...

In his regular report of the US media scene, Joe Mandese looks at ‘the upfront’ – an annual US TV buying bazaar in which big advertisers pledge big advertising commitments far in advance of the next t ...

Comments on television (and other) advertising by six members of the ANA Television Committee. Topics covered: 1) has TV programming degenerated?; 2) advertising to children under eight; 3) views on T ...

Mike Campbell and James Bayliss, of Ninah Consulting, discuss the issues involved in isolating the individual impact of media channels in a multimedia campaign - and quantifying this impact in terms t ...

Advanced Television will end the 100 year master/slave relationship between the mass media and the audience. The media, the marketer, and the audience will all benefit from time shifting, addressabili ...

Richard and Pamela Shain, founders of the US based Performance Analysis Group explain why financially oriented media auditing is rapidly becoming an important feature of the US advertising industry. ...

Discusses the importance of television media auditing, becoming increasingly important in the US as a safeguard to ensure that advertisers get the value from national TV that they have paid for. The w ...

In his regular look at the US media scene, Joe Mandese reviews the two main themes of the Annual Media Conference of the AAAA (American Association of Advertising Agencies) – media agency accountabili ...

Mike Yershon argues that the standards of checking TV spots and invoice reconciliation that currently exist in the purchase of television airtime are extremely flawed, and it is unlikely they would sa ...

Determining the potential value of advertising is a decision of crucial importance to the largest or smallest campaign. This paper covers the basics in negotiating and evaluating a media buy, paying ...

In his regular column, Joe Mandese describes the new thinking that is leading to media independents and buying shops developing and controlling the creative content of advertising that they place.

In his regular review of the US ad scene, Joe Mandese argues that despite the popularity of communications planners looking beyond traditional media, the actual split of US marketing budgets between c ...

In his regular article Joe Mandese reviews the growing trend of US media agencies to look at creative branding to differentiate the services they offer. This has led to the importing of account planne ...

Joe Mandese contends that the consolidation of media planning could have a profound impact on the media marketplace. He discusses 'planning agencies, within agencies' and their likely development. He ...

Joe Mandese examines US up-front TV bookings and suggests they are a poor indicator for the strength of the overall advertising economy. He examines up-fronts over the last fifteen years and shows the ...

In this article Jane Asscher asserts that a media-neutral approach to planning should place the consumer at the heart of the issue, rather than being secondary to media selection. She argues that budg ...

The author traces the changing role of the (US) media planner over the last 20 years, and recommends that the future planner will be less of a single medium expert and more a 'Customer Contact Special ...

The author outlines the problems facing marketers' evaluation of media planning and buying. Then he proposes a list of ideas to help every client receive maximum value from their agencies and buying s ...

Joe Mandese predicts, that following the scrutiny of accountancy practices on Wall Street and other large organisations, it is only a matter of time before Madison Avenue comes under examination. He s ...

The author argues that client-side marketing executives must implement media plans and media buys that are accountable. To do this they must develop media guidelines that evaluate the ad agency media ...

The authors recently analyzed the audience delivery patterns of sixty different media schedules each comprising three media elements - one primetime network television program, one national consumer m ...

This article describes how Newsweek is building alliances with other media organisations including those involved in print, television and the internet. The author believes that in this kind of partn ...