Media planning: Media selection, choice

 

This article reviews the 2006 IPA Awards from a media perspective. Two types of entry are shown: the first selects media to optimise the distribution of the message, placing the brand/service message ...

The present article provides evidence to suggest that older consumers are just as likely as younger consumers to switch brands, and discusses specific guidelines and strategies for taking older consum ...

This paper notes that every major advertising medium has developed its own particular definition of what constitutes an audience, but that their different definitions mean that any connection between ...

All marketers need to make judgements about what the ideal mix of communications channels should be. In any given product category, literally dozens of marketing influences will be at work. Mass media ...

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 ...

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 ...

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 explores how as much as 20% of the UK’s biggest retail promotion budgets are wasted by advertisers who continue to try to talk to all Britons in the same way. Clilverd believes that the jo ...

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 chapter of 'best practice' Roderick White looks at the best way to brief your communication planners so that they have room to interpret your requirements imaginatively, save money and achieve ...

The authors develop and test a comprehensive model for media selection utilising the Analytic Network Process (ANP). ANP is a flexible and powerful multi-attribute decision aid developed by Saaty (199 ...

Describes the development and benefits of advertising self-regulation in the United States. NARC (National Advertising Review Council) is the advertising industry alliance of the AAAA, AAF, ANA and CB ...

Francesca Brosan, Omobono, describes how the East of England Development Agency persuaded telecoms companies to provide broadband access to the communities it served. This involved an imaginative inte ...

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 ...

WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding media neutrality, with onward links to related papers on WARC and the Web.

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 ...

Setting aside enough money for an advertising budget can be quite a challenge for a small business. Making sure you select the most effective advertising media in which to run your ads is crucial, and ...

This is an overview of new developments in media and the ways in which consumers have increased their control over their exposure to advertising messages. In spite of dramatic changes in favour of th ...

The author, a media consultant, reviews the problems facing media buyers and planners in the US market, and gives examples of new opportunities and creative solutions available.

This article presents an approach to media vehicle elimination that differs from current practices in which the judgement of media analysts plays a significant role. First, it is suggested that the i ...

In early 2000, the author, an executive from Kraft Foods, looks at the challenges and opportunities for advertisers facing a 'media and consumer revolution' in the USA. She identifies a number of iss ...

While there are relatively few advertising studies that deal with media planning, there are even fewer studies that deal with the issue of information needed to make sound media decisions. This study ...

Argues that media will increasingly be judged by advertisers according to how well they help to build brand equity relationships with customers. Advertisers will require media partners who are innovat ...

This paper looks at the challenges faced by advertisers in Latin America in making the most efficient use of their advertising budget. The paper starts by discussing what advertising efficiency is and ...

Suggests that brands need celebrity - being thought to be world-famous - and that this is best achieved by mass-media. It is much harder to manage on privately-targeted media such as the Internet. We ...

Describes with examples from Superpanel/mediaSPAN data the benefits of basing media planning on purchasing behaviour, derived from single-source data, rather than demographics.

This paper focuses on efficiency, advertising investment efficiency, and of course, the most important theme, efficiency measuring. Measuring and efficiency, or efficiency measuring and efficiency - i ...

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media ...