Media mix, multi-media, media neutral: Media synergy

 

This paper argues that, while TV may still be the most effective medium, multimedia always work better than a single medium. Research evidence from modelling studies is quoted showing that other medi

This paper presents a case study illustrating an interesting example of cross-media synergy measurement applied to a corporate communication campaign by Telecom Italia, where advertising content and c ...

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 paper presents an international study into how the right brand and the right media venue can produce increased sales, and how that can be measured. It examines two Latin American brands, and anal ...

This article argues that while the practice of multi-channel and multi-discipline campaigns is increasing, techniques to evaluate their effectiveness have not kept pace. A more holistic approach is ne ...

This Knowledge Point article argues that with increasing fragmentation leading to a long media tail, it is usually necessary to use multiple media to reach your target audience. While this makes the m ...

This article describes an approach to measuring frequency of exposure to all media at the individual level and presents a case study illustration based on a cross-platform TV, print, and online campai ...

This report looks at the results of an independent investigation, commissioned by the Magazine Publishers of America, into the effectiveness of advertising in consumer magazines, the internet (banners ...

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 study examines the within-participants effects of web advertising and product publicity and the between-participants effects of similar versus varied web product publicity and advertising message ...

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 ...

This paper describes a method for evaluating multimedia campaigns which consolidates the frequency distributions from the individual schedules of different media into a single distribution. This model ...

Describes how Lego launched Bionicle, a new range of toy products for boys. The project involved close partnership with the Danish advertising agency, Advance, developing a movie storytelling context, ...

In this chapter of 'Best Practice', Roderick White addresses the media issues of mixed media advertising campaigns. He looks at the problems of comparing, planning and evaluating media that not only h ...

What is convergence? Is it just having several properties across different platforms within the corporate family? Media General, owner of The Tampa Tribune, quickly realised that convergence meant mor ...

Mike Campbell and James Bayliss, of Ninah Consulting, discuss the issues involved in isolating the individual impact of media channels in a multimedia campaign - and quantifying this impact in terms t ...

Jane Kesley, board dirctor at Emap Advertising, explains the nature and role of cross-media deals in an age when clients want full-service advice from an industry that has become very fragmented. Man ...

Stan Rapp, US editor of Admap, reckons that the ad agency of tomorrow will be very different from today's. Having predicted the 'integrated communications agency' 15 years ago, he now sees a new mode ...

Rex Briggs, managing director at Marketing Evolution, believes that the internet has been the catalyst for a reorientation of marketing - a fundamental change in the way we think about the business. T ...

The findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users. More important ...

John Wood, managing director of Beechwood, describes the slow beginnings of integrated marketing communications in the 80s, and the dramatic impact that advances in technology and on-line availability ...

Joe Mandese, in his regular report from the USA, describes the thinking behind FCB Media – an operation aligned with the main agency but able to use the resources and skills of the ‘unbundled’ Interpu ...

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, ...

Claire Spencer, managing director of i to i research, looks back at how the PR industry has evolved over the last 40 years and envisages PR playing a pivotal role in integrated communications over the ...

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 ...

Phil Gullen, global vice-president at Carat International, argues for mixed media campaigns. He discusses the increased efficiencies created by media interactions and produces five rules for media sy ...