Media research: Planning models

 

Mike Campbell and James Bayliss, of Ninah Consulting, discuss the issues involved in isolating the individual impact of media channels in a multimedia campaign - and quantifying this impact in terms t ...

Andrew Green, of billets connections, looks at the fundamentals of TV audience research and outlines four ways to make it more relevant to efficient planning. He starts by explaining the new ARF medi ...

Multimedia reach and frequency applications are perhaps some of the most widely used tools in the media planner's analytic arsenal. These tools allow planners to craft media schedules using a variety ...

This paper examines the changes in media planning over the past thirty years. In the past television was dominant. Now the landscape has changed and ‘a home-only plan' cannot deliver the complete me ...

Steve Watkins shows how SMS diaries provide a very viable basis for assassing the quality of media experiences among young people. He uses data from ROAR to illustrate how to reach and research elusiv ...

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 ...

This paper describes the work conducted by Kohler Co. and Brand Keys, Inc. in support of a Brand-to-Media Consonance Model as a way of optimizing traditional media planning tools. Media planning has b ...

This paper describes a customer analysis model which the authors call Multi Dimensional Marketing and takes the study of attitude and behaviour differences of different generations to a more precise l ...

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 ...

Describes Semiometrie, a research technique well established in France, Belgium and Germany, now taking off in the UK with strong interest from media agencies. The method is described. It is a quantit ...

Advertising sales elasticity is often used to compare advertising effects (across years, campaigns, media, regions and brands). Broadbent describes why using 'elasticity' in the form of a coefficient ...

This paper analyzes the difficulties faced by media professionals when handling data derived from merging advertising monitoring and ratings, with a focus on television. The authors explore specific t ...

Media and marketing mix models have, over the last several years, given rise to an industry-wide debate about their usefulness and reliability. The authors argue that often it is not the models themse ...

This paper explores the growth of the internet and discusses three research approaches that have emerged for the measurement of online audiences. These three approaches can be called Site-Centric, Ad- ...

Discusses the use of optimising programs (`optimisers') in media planning in the US. The reasons for using them (the task of finding the optimum delivery is complex and open to bias; optimisers aid ac ...

Research project for Royal Mail, to improve understanding of the effectiveness of direct mail for selling financial products, who is or is not receptive to it, how it leads on to purchase, etc., and t ...

With the advent of the World Wide Web as a medium for advertisers, the issue arises to the applicability of standard reach and frequency estimation procedures for media schedules. The authors fully di ...

This paper describes in considerable detail a user-friendly software planning system developed for regional and local daily newspapers in Germany, called RegioMDS. This system is explained in a step b ...

This paper questions the contribution that new information technology has made to the 'sharp end' of the media business at the interface between the buyers and sellers of advertising. Although the aut ...

This paper proposes the argument for a new generation of media planning given the increasingly global nature of campaigns. It attempts to reconcile and optimize local and international requirements. T ...

The author describes the different models used to produce and manipulate UK readership data.

Only a few companies and agencies in Germany offer specialized software for media planning. The following paper would like to give a general view of the common features and methods of calculation thos ...

The paper reports on a secondary analysis of Australian People Meter data, using trend-series data analysis techniques. It places particular emphasis on deriving a neural network model of television a ...

There are two main uses for modelling BARB data: first, for programme planning and scheduling and, second, for the estimation of coverage achieved by an actual or potential TV spot schedule. In this a ...

Based on marketing practitioner interviews and case studies, this paper reconsiders the potential value of galvanic skin response (GSR) methodology in evaluating the motivational power of marketing co ...

When single-source data are too expensive, or otherwise not available, efficient media planning requires an effective means of linking product usage and media audience data sets if media planners are ...

How do media directors of the Top 200 largest advertising agencies in the United States view the current state of reach/frequency estimation methods available to them? This question was addressed by ...

The range of possible accumulation models for assessing how an audience builds over time is considered, and the validity of the underlying assumptions with regard to the distribution of reading probab ...

A combination of factors will spur the advertising business to `high definition media planning'. This will emphasise effectiveness, not just efficiency, with more sharply focused targets and assumptio ...