Media planning: Channel planning

 

Historically television has been one of the most powerful marketing contacts. But the recent proliferation of TV channels and influence of digital contacts resulted in audience fragmentation and addit

In this article, three hypotheses were examined that, if accepted, would lead us to conclude that the effectiveness of TV advertising has declined over time. Seven different databases-accounting for a

TV keeps changing, and viewers have more alternatives than ever. Yet television-viewing behaviour continues to follow some law-like patterns that have remained in place over the past 40 years. These e

This paper discusses how the market research company Nepa and Sweden’s largest TV channel TV4 have developed a new way of looking at buying media space. The model – Touchpoint – is a two-dimensional m ...

New data tools and analysis systems are changing the way advertising campaigns are planned. Instead of modelling only the past, they are enabling us to explain consumer behaviour almost in real time, ...

This article looks into which media are most effective in driving sales online which unexpectedly, turns out not to be online advertising. Customer-addressed emails are very effective (52% above avera ...

Nick Drew from Microsoft Advertising discusses a series of research studies by the company that explores the added value of combining search and display elements in an integrated online campaign. Each ...

Most of us would accept that word-of-mouth communication has huge potential, but the challenge for brand and media planners is to harness its growing power and influence in such a way that it delivers ...

This article discusses some new approaches to multi-media research which attempt to assess the emotional value of media contacts over and above their reach. Research has shown that there are substanti ...

This article describes ImMEDIAte Futures (IF), which investigates how consumers use and interact with communications channels and touchpoints. Marketers must listen to consumers, and can no longer con ...

Digital technology is breaking old models of new product adoption. Successful formats create platforms where other formats co-exist, and which develop like ecosystems. Adoption is thus no longer linea ...

Marketers need to understand and combine all channels through which consumers experience brands, and not merely focus on traditional media, as audience and media fragmentation are increasingly interli ...

Consumer-centred, holistic media planning is essential in today's market conditions. The growth of digital and other channels has led to erosion of the influence of mass-media advertising, which now a ...

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 ...

In today's digitized, mobile, always-on world, print media are struggling to retain their relevance with both advertisers and readers. To succeed - even to survive - print media must carve out a niche ...

Despite some progress, major brand marketers are still struggling to fit emerging marketing disciplines and an increasingly complex media landscape into a comprehensive marketing program. This article ...

The paper collates the results of a multivariate analysis of approximately 50 cross media advertising effectiveness studies, representing about 74,000 respondents. It evaluates the contribution of dif ...

This article illustrates how successful multi-channel campaigns use both new and established channels. The first key element is to start with a good brand idea (examples include BMW, iwireless, Sony E ...

Dominic Finney, head of emerging channels & trading at BLM quantum, discusses the limitations of today's digital agencies and how they must change if they are to meet the needs of the future consumer ...

Radio often suffers from a lack of awareness as far as marketers are concerned, both because of the lack of 'buzz' surrounding the medium, and as it is often perceived to be difficult to measure the r ...

This paper looks at the advantages of a sequential ethnographic research methodology, using in-situ observations of media usage by an ethnographer, a surveillance set, creative diaries and in-home exp ...

We live today in a Starbucks media world, where range of choice has exploded to decaf tall skinny soy latte proportions. In this environment, we need to be able to clearly establish priorities of mark ...

Today's planner must assess the full range of communication channels in designing campaigns that genuinely connect with the consumer - so says Tim Foley and Peter Engelberts, from PointLogic, and Geof ...

Channel planning is not about a single factor, but about balancing the power of a medium with its reach, the precision of targeting with cost, and understanding the tactical needs of the campaign with ...

Neil Fox, founding partner and planning director at TDA, argues that a framework is required to make the most of integrated marketing communications. He proposes a ‘hierarchy of engagement’ to determ ...

Fred Bronner and Stephan van Velthoven describe The Dutch Media Experience Study, conducted by VeldKamp and TNS NIPO. The survey collected data on how consumers perceived the ‘experience’ for some 5 ...

Tony Regan, founding partner of Nylon (WPP’s specialist communications planning business), reviews cross-channel research from a planner’s point of view. Using the Account Planning Group’s book ‘The ...

Tom Woodnutt and Fiona Jack, Green Light International, discuss the future of TV advertising in an era when consumers seem to resent advertisements and have the means to avoid them (the empowered cyni ...

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, ...

This introduction to five articles focussing on non-traditional communication channels (Beyond media focus) discusses how the pressure for media neutrality has brought about truly integrated marketing ...