Media planning: Media behaviour

 

With the fast growth of digital media usage and the fragmentation of media audiences, it is increasingly essential to French media and advertisers to return to an overall consumer-oriented approach. T ...

This paper describes the Virtual Diary creation process in which a ‘limited’ amount of single source data (for press, TV, Radio, Internet) is added to a large scale, ad hoc target group survey, and th ...

This paper describes a research initiative designed to better understand the nature of how audiences consume television and online content. Through a data fusion process joining two separate responden ...

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 ...

In the multimedia environment, advertisers have to decide how to allocate investment to different media. Because there is different consumer behaviour and different relevance of performance indicators ...

This paper offers the essentials to understanding consumer behaviour in a multimedia and digital world, with a focus on topics including: what a consumer expects from media in the broadest sense; for ...

This paper seeks to advance the discussion on the benefits of cross-platform integrated buying and selling of advertising. Using the news audience on the internet and for traditional media, it looks t ...

This paper is a further development of the concept of a consumer media consumption model that was first introduced at the 2004 WAM conference. At the 2005 WAM conference in Montreal, the practicality ...

Consumers increasingly control the dialogue with brands. This means the old intrusion/interruption model upon which communication planning has been historically based is increasingly less effective. W ...

In this article, Ira Carlin, chairman of MAGNA Global Worldwide, offers a view of how media planning will look in 2010. The author reviews the evolution of media planning, and then looks at how recent ...

Geoff Wicken, TGI global development at BMRB, describes a new segmentation analysis based on attitudes to media and advertising. This provides 6 segments whose 'receptiveness to advertising' can be t ...

This article concentrates on research that goes beyond traditional 'opportunities to see' approaches to measuring audience size and composition, such as peoplemeter systems for television, readership ...

The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other com ...

In complete contrast to those media surveys which focus on media consumers, this paper aims to reveal the other side of the coin, by taking a closer look at MNCs (media non-consumers). The field selec ...

The benefit from mixed print and television advertising arises in two ways - from better targeting and from an increase in the power of the communication. This paper briefly outlines this two factors ...

This paper describes an investigation to determine whether or not it is possible to segment people by their habits with respect to a total of 98 variables relevant to exposure to media in one form or ...

Media mix decisions are generally based on considerations of exposure and cost efficiency of different media for demographically defined target groups. This paper proposes that the very pattern of me ...

This paper argues that in western democratic society today, where 'mass-produced individualism' is prevalent, there is increasing evidence that classical target group segmentation based on socio-demog ...

This paper explores the extent to which the rapid growth of video games may have adversely affected the reading behaviour of the youth of the UK. Using a range of sources, and the results from a newl ...

Four time budget studies have now been carried out in the Netherlands since 1975, using a virtually unchanged method. For each study a representative sample of 3,000 individuals aged 12+ completed a ...

This paper outlines the 11,000 annual personal interview research study which has been run by Burda since 1974 and designed to collect a wide range of consumption, ownership, media use, attitude and ...

This paper describes a time budget study carried out in France over the 12 months to April 1992. The aims of the study were to estimate the total number of contacts individuals have with the main med ...

This UK study explores various aspects of the relationship between a magazine and its readers for 23 individual titles, and 5 publication groups. A battery of 18 qualitative statements were used, tog ...

Since January 1991 the Dutch single-source multi-media survey, SummoScanner has been enhanced with specific TV viewing data, based on yesterday viewing. This data is not intended to compete with the ...