Media planning: Media planning models, theory

 

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 ...

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 ...

Most people in the industry will agree that the dynamic of television has changed and that the dynamic of all other media are changing too. Considering that we face a new media environment and that we ...

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 ...

Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and plann ...

Media and marketing mix models have, over the last several years, given rise to an industry-wide debate about their usefulness and reliability. The authors argue that often it is not the models themse ...

Saturated markets require a special planning programme, called Share of Mind (SOM), which takes into account, simultaneously, the advertiser's own advertising activities and those of the competition. ...

The potential usefulness and viability of the twin concepts of reach and frequency in traditional media planning are discussed and examined in this study. It is suggested that reach/frequency estimat ...