Marketing the media: Advertising-editorial mix

 

To make more effective and efficient media planning decisions, we need insight into media context variables that influence the effects of the advertisements embedded in these media. The research invol ...

Joe Mandese describes what he sees as a fundamental shift in the way people consume media. He demonstrates that people are spending less time with ad supported media and more with media that derives ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1987, Appe ...

The International Journal of Advertising regularly receives four times as much material as it has space to publish. The retiring editor explains the peer review and other selection procedures used to ...

Describes a 1998 research project by The Roy Morgan Research Centre, Australia, for Pacific Publications into how readers interact with (use) magazines. Starts with a brief review of previous research ...

Discusses how news coverage fits in with other marketing communications. AT&T's Ad.Visor Advertising Effectiveness Study, which segments according to loyalty, is described. Score improvements on this ...

This report studies the 'presenter effect'. That is, the impact which the magazine environment has on the communication of the advertising message. It describes a quantitative study, employing a sam ...

Discusses the increasing tendency to blur the distinction between advertising and editorial in media. History and reasons for the practice discussed. A research study is described among top advertiser ...

This Report describes a collaborative research study sponsored jointly by 21 suppliers in the semiconductor industry and the Cahners Electronic Publishing Group, publishers of 7 journals involved with ...

An aim of marketing research is to provide management with an understanding of customer priorities so that strategies can be developed strategies to create value for customers and for the firm. Agains ...