Media planning: Basic principles

 

In his regular column, Joe Mandese discusses changing notions of value, pricing and business models and its likely impact on the media industry.

This introduction to Admap's report on the media mix discusses the difficulties facing media planners arising from the explosion of new outlets, digitisation, and the limitations of audience measureme ...

The emerging media channels do not make traditional media dispensable - they add new tools to the box. The secret of successful marketing is to use in balance whatever media are necessary, old as well ...

Most people in the industry will agree that the dynamic of television has changed and that the dynamic of all other media are changing too. Considering that we face a new media environment and that we ...

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 ...

This paper discusses the main issues involved when considering mixed media campaigns which, it argues, have grown in popularity due to growing media and audience fragmentation, clutter and emphasis on ...

In this introduction to Admap’s focus on Channel Planning, Roderick White pulls together the (recent) developments in communications planning, such as the neutral media mix, integrated communications, ...

In this instalment of ‘Best Practice’ Colin McDonald examines the issue of reach (or cover) and frequency of advertising exposure. He reviews the many theories and styles of scientific media planning ...

This paper questions the association between advertising reach and frequency; examines and redefines each term; outlines effective frequency planning; and considers its relationship with the theory of ...

This paper discusses the two key data sources that advertisers and media agencies have at their disposal for selecting the most appropriate media for their advertising - single-source media-product su ...

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 ...

In this article on frequency and recency the authors review papers on the subject from the middle 1990s to 2001. They describe a research tool entitled the Frequency Thermometer, the principle of whic ...

Setting aside enough money for an advertising budget can be quite a challenge for a small business. Making sure you select the most effective advertising media in which to run your ads is crucial, and ...

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 covers the basics of formulating a campaign, from setting targets to selecting the media mix and frequency. Important issues include how to select the right medium, constructing an appropri ...

This paper argues that much current campaign tracking and econometric modelling is systematically undervaluing good agency planning practice and the potential of media advertising. This is not a refle ...

Compares selected aspects of advertising management in three countries: Chile, Japan and USA, as perceived by practitioners. Prior research indicated a lack of work on this subject. Specific topics in ...

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 discusses the basic media planning process and argues that insufficient allowance is made for the nature of the relationship between the use of the medium and the attitude towards it, espec ...