Media scheduling and targeting: Scheduling mixed med...

 

This article describes an approach to measuring frequency of exposure to all media at the individual level and presents a case study illustration based on a cross-platform TV, print, and online campai ...

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 ...

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 ...

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 ...

Bill Havlena, vice president of research analytics at Dynamic Logic, NY, puts the case for combining TV with online advertising. Based on the evaluation of 27 campaigns researched using Dynamic Logic ...

This study examines the long-term effectiveness of multimedia advertising in a competitive setting and its implications for budget allocation decisions, using multivariate persistence methodology. Ana ...

In this chapter of 'Best Practice', Roderick White addresses the media issues of mixed media advertising campaigns. He looks at the problems of comparing, planning and evaluating media that not only h ...

The findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users. More important ...

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, V ...

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, unt ...

Fred Bronner and Stephan van Velthoven describe The Dutch Media Experience Study, conducted by VeldKamp and TNS NIPO. The survey collected data on how consumers perceived the ‘experience’ for some 5 ...

Peter Masson, a partner at Bucknull & Masson International Media & Research, and Sue Elms, managing director of Carat Insight UK, each provide a personal view on the current state, and future, of mul ...

Erwin Ephron, founder of Ephron Papzian & Ephron media consultancy, asks do we really understand media vale. He argues that ‘impressions per dollar’ is a more explanatory measure than ‘cost per thous ...

Kate Sirkin, executive v-p and global research director at Starcom MediaVest Group, argues that the traditional way of developing communication campaigns (first develop creative ideas then find media ...

In this introduction to six articles focussing on media planning the author points out the importance of identifying and exploiting media channels that touch consumers in the most appropriate way to a ...

With his considerable experience of how print advertising works, Alan Smith looks at some of the factors that can be incorporated in models for planning multi-media campaigns (or building into a multi ...

This investigation identifies the planning/selling situations where radio contributes substantially to the media mix. “Real” unified cross-media information from Arbitron’s Portable People Meter (PPM) ...

This paper takes a first careful step into the rich body of information on combined usage of radio and TV which has accumulated in three years of electronic measurement of radio (and TV) with Radiocon ...

Planning in a multimedia environment has been a huge topic of debate. Service providers, agencies, advertisers and the media have all been challenged with developing the 'best' tools to understand the ...

Advertisers are increasingly integrating Internet advertising into their branding campaigns and engaging in research to help them understand how online and offline can be combined to create synergisti ...

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 edited version of the Wally Langschmidt Memorial Address (Oct 2003), Tony Jarvis and Brian McElroy, MediaCom/Grey Global Group, review the progress and promise of media optimisers and the role ...

This paper looks at how planners navigate the maze of media channels available in today’s world. It summarises the criteria for choice, recent research approaches and how this is affecting media decis ...

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 ...

Kate Watts argues that media-neutral planning and integrated communications are the result of a change in the nature of authority structures (deference), and out-dated advertising awareness models - w ...

This paper analyzes respondents’ free answers by utilizing text mining to clarify the influence of the rapid changes in media environment on consumers’ media perceptions.

The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly m ...

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 traditional 'rules' of marketing are undergoing serious re-examination as companies seek new ways to build strong brands in the post mass-media era. There is an urgent need to answer the core ques ...

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 ...