Media planning: Continuity burst, flighting

 

This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without ex

Paul Dyson, founder of D2D Limited, traces the history of media phasing (especially for TV advertising). He describes the development of burst activity from the reach and frequency analyses of the 197 ...

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 article, Ira Carlin, chairman of MAGNA Global Worldwide, offers a view of how media planning will look in 2010. The author reviews the evolution of media planning, and then looks at how recent ...

Geoff Wicken, TGI global development at BMRB, describes a new segmentation analysis based on attitudes to media and advertising. This provides 6 segments whose 'receptiveness to advertising' can be t ...

Discusses whether burst (pulsing, flighting) of continuity media strategies are better. 15 experiments were done on the BehaviorScan system run by MarketingScan (a joint venture between GfK and M้diam ...

The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other com ...

In complete contrast to those media surveys which focus on media consumers, this paper aims to reveal the other side of the coin, by taking a closer look at MNCs (media non-consumers). The field selec ...

Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe. In France, the great majority of advertise ...

Describes Millward Brown's FORCE modelling technique as an aid to media planning (FORCE = First OTS Response Created by the Execution). FORCE is held to improve on the Awareness Index because it uses ...

The benefit from mixed print and television advertising arises in two ways - from better targeting and from an increase in the power of the communication. This paper briefly outlines this two factors ...

This paper describes an investigation to determine whether or not it is possible to segment people by their habits with respect to a total of 98 variables relevant to exposure to media in one form or ...

Media mix decisions are generally based on considerations of exposure and cost efficiency of different media for demographically defined target groups. This paper proposes that the very pattern of me ...

The first in a regular series of short resumes of the state of our knowledge about advertising and media topics, starting with burst and drip, and the factors suggesting one rather than the other.

This paper argues that in western democratic society today, where 'mass-produced individualism' is prevalent, there is increasing evidence that classical target group segmentation based on socio-demog ...

This paper explores the extent to which the rapid growth of video games may have adversely affected the reading behaviour of the youth of the UK. Using a range of sources, and the results from a newl ...

Four time budget studies have now been carried out in the Netherlands since 1975, using a virtually unchanged method. For each study a representative sample of 3,000 individuals aged 12+ completed a ...

This paper outlines the 11,000 annual personal interview research study which has been run by Burda since 1974 and designed to collect a wide range of consumption, ownership, media use, attitude and ...

This paper describes a time budget study carried out in France over the 12 months to April 1992. The aims of the study were to estimate the total number of contacts individuals have with the main med ...

This UK study explores various aspects of the relationship between a magazine and its readers for 23 individual titles, and 5 publication groups. A battery of 18 qualitative statements were used, tog ...

Since January 1991 the Dutch single-source multi-media survey, SummoScanner has been enhanced with specific TV viewing data, based on yesterday viewing. This data is not intended to compete with the ...