Media scheduling and targeting: Scheduling models an...

 

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 ...

The purpose of this paper is to define the principles, research methods, and techniques used in the integration of panel centric and server centric audience measurement data. Panel-based audience meas ...

This paper briefly outlines the accountability and data integration issues prevalent in our industry today and briefly discusses data limitation concerns which are having the greatest impact. It then ...

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 ...

Procter & Gamble's 1997 Agency of Record pitch spurred agencies to develop new tools for analyzing television audience data and to schedule advertising. In this article, Andrew Green argues that there ...

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) ...

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 ...

The authors recently analyzed the audience delivery and efficiency patterns of selected schedules for three different client planning scenarios. This analysis was undertaken in order to identify which ...

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 ...

Tim Foley and Peter Kloprogge describe the development of Chorus, a software-based media channel-planning system designed for the RVD (the ‘communications centre’ for the Dutch government) by PointLog ...

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 deals with media planning, which is a challenging problem for both academicians and practitioners. An integer linear programming model on media planning is developed which incorporates qual ...

The purpose of this paper is to provide end-user guidelines on deploying the types of tools to achieve branding and/or direct response media planning objectives. Included is a discussion on methodolog ...

The author recently analyzed the accumulation patterns of 120 different magazine schedule/target combinations in order to identify a potential hierarchy of ad exposure accumulation by both broad edito ...

This paper outlines an approach to modeling advertising exposure in magazines over specific periods of time, providing important insights to aid advertisers and media planners in developing more produ ...

This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present wa ...

Paul Dyson discusses the use of models when setting advertising budgets, he suggests that modelling agencies should realise that marketing teams are now more sophisticated than in the 1980s and early ...

This is a response to Erwin Ephron and Colin McDonald's paper which appeared in September 2002 Admap. The authors of this article defend the use of Adstock for scheduling purposes. They argue that a ...

Erwin Ephron and Colin McDonald question the validity of Adstock as a scheduling device. They describe the Adstock concept - that individual ad exposures do not stand alone and that every advertising ...

The current U.S. recency-based scheduling model focuses entirely on the short-term effects of advertising, arguing that in competitive markets the data show that response to advertising dissipates rap ...

The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as ...

This 'best practice' piece on television planning examines TV purely as a solus medium and ignores media mix effects. It provides a checklist of the issues to be considered in TV scheduling and the k ...

This paper introduces a new media planning tool entitled Mercury which uses data fusion and enables the user to analyse schedules across media. At present the system is limited to TV and press but ra ...

This article describes Sesame - a new multi-media planning system. It uses separate print and TV models, but because the two frequency distributions are calculated at individual informant levels it i ...

This paper looks at how multi-media optimizers are likely to affect the US media planning and buying environment over the next few years. It begins by outlining how the last 'big' technology of televi ...

This paper introduces a method to create a multimedia package based on a close psychological affinity between a brand and media vehicles as a preliminary stage before considering cost-efficiency. Whil ...

Erwin Ephron and Melissa Heath of Kantar Media Research argue that whilst repetition is essential to effective advertising there is a bigger issue to be addressed; that is what is the best way for a b ...

This is an interim report on our Industry-funded Lysaker initiative to produce useful TV viewer estimates from set meter tuning data through modeling. Why is this worth doing? With the exception of Bo ...

Describes a model of memory which can be used to help plan advertising schedules. It is established in psychological theory that learning material is better `spaced' than `massed': the Zielske experim ...