Media scheduling and targeting: Integrated

 

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 ...

Most marketers are wholeheartedly embracing the concept of integrated marketing, but championing, crafting, and executing integrated programs successfully can be a struggle. This article offers a rang ...

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 UK media landscape has changed substantially over the last 20 years, from the rise of digital television to the worldwide web, mobile phones, social networking, personal video recorders, search ad ...

This paper has two purposes: first, to evaluate the commonly used methods of mixed media analysis in the light of relatively new research amongst users of such techniques; and secondly, to re-visit a ...

This article describes research carried out into a promotion for Surf washing powder which appeared in the Sun newspaper. The authors' refer to earlier research and comment that emotion, not reason, ...

This piece traces the development of integrated marketing from the 60s to the present time. The author reminds readers of the time when media advertising was pre-eminent and describes the growth of o ...

Sheila Byfield explains the reasons for introducing the research project 3D and describes its uses. First it identifies the most profitable customers and their relationship with the brand, second it ...

This paper introduces a new media planning tool entitled Mercury which uses data fusion and enables the user to analyse schedules across media. At present the system is limited to TV and press but ra ...

Media planning tools are lagging behind the demand for integrated communication, as no cross-planning tool is available, and no studies are available to support the strategic decision which part of th ...

While there are relatively few advertising studies that deal with media planning, there are even fewer studies that deal with the issue of information needed to make sound media decisions. This study ...

This paper proposes there are three decision areas which make up any advertising campaign: communication, targeting and budget size issues. This thinking is linked to the current hot topic of integrat ...

This paper accepts that the current 'hot topic' of integrated marketing communications makes a great deal of sense, but argues that most proponents seem to be accepting their current media advertisin ...

Discusses the problems involved in merging (or fusing) data sources: in particular market research behavioural data and lifestyle information which lists targetable individuals. The two main routes to ...

This article discusses integrated communications from the viewpoint of an integrated business-to-business agency, explaining what integration is, why it is becoming increasingly popular, why (most) cl ...

This paper describes the merger of the two organisations in Switzerland involved in print media research, and outlines the new study which has been developed to take the place of the previous work. Th ...