Media planning: History, status, future

 

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

There are three key trends are shaping the media environment: unlimited content; better technology; and increased speed of change. These trends are forcing most companies to re-examine their business, ...

The article suggests that there is no evidence engagement advertising has increased or that interruptive advertising has reduced. Online and ambient advertising, in particular, offer many examples of

This article discusses the condition of the UK advertising industry in 2008 and 2009, based on the predictions of the Advertising Forecast, published in September 2008. With regards to topline figures ...

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 ...

Today's common measures of reach, frequency, share-of-voice, and cost-per-point are very factual, but unfortunately they lack an evaluative assessment of the quality of attention to the advertising, t ...

Joe Mandese, in his regular comment column, discusses two current opposing trends in the media business: firstly, trying to measure and understand the media platform's contribution to the message, and ...

Joe Mandese, in his regular comment column from Madison Avenue, discusses the changes in advertising and media thinking since P&G's CEO told the industry 'to let go' and cede control to consumers. He ...

This article reviews the 2006 IPA Awards from a media perspective. Two types of entry are shown: the first selects media to optimise the distribution of the message, placing the brand/service message ...

In his regular comment column from Madison Avenue, Joe Mandese reflects on the key speeches from the 2006 conference of the US Association of National Advertisers (the ANA). Many proclaimed the 'new' ...

Adrian Coleman, founding partner of VCCP, discusses recent trends in communication techniques, and asks whether the new EU directive permitting TV programmes to charge for product placement will make ...

In his regular review of the US media scene, Joe Mandese discusses the resurgence of interest in media-buying exchanges, to make media buying more efficient and transparent. He traces previous attempt ...

Joe Mandese, in his regular report on the US media scene, considers the twin themes of 2005 - creative communications planning, and the metrics of accountability. He is particularly encouraged by the ...

Roderick White introduces Admap's special issue focussing on the issues facing the media business in 2005. He reviews the dramatic challenges and changes that face agencies and media owners in the lig ...

Advanced Television will end the 100 year master/slave relationship between the mass media and the audience. The media, the marketer, and the audience will all benefit from time shifting, addressabili ...

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 ...

Joe Mandese, in his regular round-up of the US media/advertising scene, reviews the transforming elements of 2004 and makes some radical predictions for 2005.

In his regular look at the US media industry, Joe Mandese perceives an end to broad-shot media campaign assaults – tomorrow’s media strategists need to discern smaller, more discrete pockets of opport ...

In this introduction to seven articles in the ‘media futures focus’ of Admap’s anniversary issue, the author reviews the changing media landscape for TV, newspapers and magazines, outdoor, internet an ...

Kate Sirkin, executive v-p and global research director at Starcom MediaVest Group, argues that the traditional way of developing communication campaigns (first develop creative ideas then find media ...

In his regular posting from the USA, Joe Mandese quotes Veronis Suhler Stevenson’s ‘Communications Industry Forecast and Report 2004’ that consumers now spend more money on media than advertisers do. ...

The Touchpoints II Study, which seeks to understand what marketing factors have the most influence on a consumer's decision to purchase a product, reveals a continuing purchase process shift set in mo ...

Kirk Cheyfitz, managing director of MRM Partners’ The Publishing Agency, believes that the future of the advertising business lies in advertising that consumers choose to view, rather than see as an a ...

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 ...

This article argues that the influence of media agencies should increase and this requires an integration between media research and brand research. The author describes working on what he calls 'ph ...

In early 2000, the author, an executive from Kraft Foods, looks at the challenges and opportunities for advertisers facing a 'media and consumer revolution' in the USA. She identifies a number of iss ...