Media planning: Budgets, costs

 

At the advent of a recession, companies essentially have two options: one is to dig in and aim purely for survival; the other is to reflect on previous recessions, and attempt to discern what strategi ...

Many marketers fear they are under-investing in digital media or are unsure how to allocate budgets in fast-moving internet and mobile marketing technologies. This article from Leo Burnett advocates a ...

The issue of how much to spend on advertising is perhaps the most important challenge that faces marketers, but it is a problem without a simple solution. As well as the range of marketing tools to be ...

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 ...

Andrew Green notes that more and more advertisers are prepared to pay increasingly high costs for prime time spots. He asks is it worth it as more viewers time-shift and zap commercials, and no peak p ...

The author argues that the rapid escalation in sponsorship costs is mainly due to the strong but misguided link between TV rights and sponsorship rights. He shows that only TV visibility seems to corr ...

The authors recently analyzed the audience delivery patterns of sixty different media schedules each comprising three media elements - one primetime network television program, one national consumer m ...

This article presents an approach to media vehicle elimination that differs from current practices in which the judgement of media analysts plays a significant role. First, it is suggested that the i ...

Discusses advertising on taxi cabs: who uses it and why, the audience (75% ABC1 in London), the nature of the medium. Creativity, size and placing issues (some examples quoted). Campaigns using 1,000 ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

The managing director of Procter & Gamble UK sets out an advertiser's view of what is wrong with British television. The main complaint is about price increases, resulting from increased demand set ag ...

Discusses the trend since 1982 in press display and television advertising expenditures and costs-per-thousand. As this author has pointed out before, cost increases are not caused by greedy media own ...

As is usual at this stage in the economic cycle, the advertising world is currently much concerned with the way in which media rates, particularly television rates, have been rising over the years. Bu ...

This paper describes the series of annual segmentation studies carried out by the Finnish Broadcasting Company(YLE) since 1991 as the main tool in developing channel coordination and programme schedul ...

A discussion of TV buying and selling by barter. History and legislative background summarised, and why this makes barter attractive. Describes a research study among US TV stations to examine: whethe ...

Retail advertising, characterised by very thin lead times, late price changes and the need to get the same copy simultaneously to several newspapers, has been a lead sector in adopting ISDN methods wh ...

Production costs in both print and television have risen over the past ten years not only well ahead of inflation, but also substantially ahead of media costs. In both media, production costs, which w ...

This article present a brief discussion of creativity in advertising, along with some current views of advertisers which seem to infer that advertising agencies can be induced to be more creative thro ...

An important brief guide from Thames Television to the costs and prospective UK audiences of local and imported programmes. There are practical reasons of cost, as well as culture, why relatively litt ...