Media scheduling and targeting: Media targeting, sel...

 

This article predicts that 2008 may be the year when the advertising and media industries finally challenge targeting by demographics. In spite of many refinements linking demographics to lifestyle an ...

There has been an explosion of content, formats, delivery channels and, indeed, business models. Along with this has come the increasingly difficult task of managing the complexity of languages, legal ...

Decreasing effectiveness of traditional spot advertising requires higher GRP-levels, and this sparks a downward spiral of efficiency. Whereas mixed media campaigns can help, they also show that consum ...

Over many years, and in most parts of the world, socio-economic classification schemes have been deployed in order to segment populations into discrete groups that define the status of the individuals ...

This paper describes a completely new way of measuring Internet audience behavior. By combining a low tech TGI Survey with a high tech user centric panel measurement and a site centric electronic meas ...

In his regular look at the US media industry, Joe Mandese perceives an end to broad-shot media campaign assaults – tomorrow’s media strategists need to discern smaller, more discrete pockets of opport ...

The paper demonstrates the contribution of the internet and its applications to advertisers' total media plans. The paper compares the potential strength of the internet, focussing on past campaigns t ...

In this Best Practice article, Colin McDonald explains how to use single-source data, such as the TGI and media-product panel data. As usual there is a thorough and up to date bibliography on the sub ...

The ecological fallacy, the drawing of inferences about individuals based on aggregate level data, was discovered over 50 years ago but is still present in a surprising number of commonly employed mar ...

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 ...

The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly we have to keep i ...

This paper demonstrates how intelligent analyses of existing single source databases can help identify key groups of “early adopters”; not just in terms of demographics, but in terms of lifestyle and ...

There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches tak ...

Report on a feasibility study by the CARF Data Integration Committee into possibilities for providing a unified product-linked media database for the whole advertising industry. Objectives and criteri ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1979, this ...

Creative and media targeting use different languages, and it is important to clarify this difference to achieve brand coherence. Creative targeting is more than developing advertising content: it is ' ...

The paper presents the issues surrounding the evaluation of multi-media advertising schedules and emphasises the need to focus on the individual within the modelling process and in the assessment of ‘ ...

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 effectiveness of targeting over time will have been affected by the interaction of three factors: market trends, demography and readership. We can conclude that, at the broad level, the trends in ...

Media accountability covers a spectrum from short-term fmcg promotions to longer-term investment behind infrequently purchased high capital spend events. The demand often comes from marketing, but inc ...

Despite popular misconceptions, commercial TV is not in long term decline. By 2005 digital TV will deliver 50% of advertising impacts, and availability of advertising impacts will improve as BBC chann ...

A reflection on the differences among several European and Latin American countries with regards to home-ownership vs. renting. TGI Europa/TGI Latina finds that Spain has the largest rate of outright ...

Argues for the targeting of consumers on the basis of their attitudes to advertising. In respect of each category and brand, consumers fall into one of four groups: Seekers, Reactors, Ignorers and Rej ...

Discusses the prospects for digital radio, and how it may be used by advertisers. It will make radio a much more relevant medium for advertising. Example quoted (Diamond White Cider). From a feature o ...

Argues that for fmcg products highly targeted segmentation is less efficient for stimulating brand growth than old-fashioned large-scale sampling, since the appeal of most of these products is not clu ...

This paper's goal is to: Propose (and provide a rationale for) using MRI data to 'Conform' data produced by panels measuring Web magazine/site usage such as the PC Meter, Relevant Knowledge and the NF ...

Discusses media targeting: the technique for reducing cost by directing messages to those most likely to buy the brand. The author believes that targeting is over-valued by media people. Recency plann ...

A media independent discusses how to improve media targeting. Communication strategies start from creative design. Initiative Media's `four T's': task (for the communication), target, techniques, tact ...

Argues that there has been too much concentration on targeting `early adopters', and that there is a good case for targeting `innovators' instead. This target consists of different people in every mar ...

This paper deals with the quest for targeting methods, more particularly targeting techniques from scanned data. Targeting is an essential part of the marketing process. It is common to distinguish tw ...