Media planning: Measurement, effectiveness

 

In his regular column, Paul Feldwick considers what the best ways are to test the effectiveness of brand activity in created, earned and owned media.

In his regular column, Joe Mandese presents the point that one quarter of media content can be controlled by marketing professionals and considers the problems that only focusing on that limited area ...

The increasing availability and influence of different media provoke two major challenges: how different media influence consumers and how companies need to organise themselves to use it. Frank Harris

This paper describes the Virtual Diary creation process in which a ‘limited’ amount of single source data (for press, TV, Radio, Internet) is added to a large scale, ad hoc target group survey, and th ...

Decreasing effectiveness of traditional spot advertising requires higher GRP-levels, and this sparks a downward spiral of efficiency. Whereas mixed media campaigns can help, they also show that consum ...

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 ...

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 ...

This paper analyzes respondents’ free answers by utilizing text mining to clarify the influence of the rapid changes in media environment on consumers’ media perceptions.

There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches tak ...

Communication Management is the planning, implementation, control, evaluation and optimisation of marketing communication. It is often viewed by advertisers as vital for optimal results from their mar ...

Report on a feasibility study by the CARF Data Integration Committee into possibilities for providing a unified product-linked media database for the whole advertising industry. Objectives and criteri ...

This article describes the coming together of the mediaDNA consortium - a partnership between News International Newspapers, British Sky Broadcasting, Capital Radio and Zenith Media. Its research o ...

The author uses the laws of Weight Watchers to describe the natural laws of advertising: - (1) don't pig out - moderation makes advertising work better; (2) don't skip dinner - more continuous adverti ...

Traditional tracking research, in which informants are asked whether they have seen advertising recently on TV, in the press, on posters etc., cannot cope with the proliferation of new media. Millward ...

The paper presents the issues surrounding the evaluation of multi-media advertising schedules and emphasises the need to focus on the individual within the modelling process and in the assessment of ‘ ...

The media explosion and the fragmentation of audiences is the hardest current and future challenge for media research. New tools will be needed to support the decision-making in the process of media s ...

This paper focuses on efficiency, advertising investment efficiency, and of course, the most important theme, efficiency measuring. Measuring and efficiency, or efficiency measuring and efficiency - i ...

As the involvement of media professionals in the overall communications process becomes greater, new tools and approaches toward target identification and media selection are being developed. These as ...

The demand of the market, especially in the field of cross-national media planning and media selection for editorial or advertising purposes, points to the direction that everyone should have access t ...

SIMM. is a unique multimedia survey which identifies the affinity between product consumption and media consumption in Spain. SIMM is a database for the media planning and advertising world for printe ...

The paper describes the real situation with media planning and media research in Russia which may be similar to the problems of most developing countries but extremely complicated with the enormous ge ...