Media scheduling and targeting: Theory

 

This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement ...

Argues that, in spite of all the theory, most companies have still not adopted consumer-centred marketing in practice. Evidence is that they fail to use consumer segmentation in order to understand wa ...

Debate between proponents of alternative views on TV scheduling. Simon Broadbent champions adstock and situation specific modelling; Erwin Ephron focuses on a simple recency model of short-term effect ...

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 ...

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 ...

Argues that developments in media resulting from new technology will not demolish existing media, but will change them. Marketers will become more proactive in reaching and targeting customers and for ...