Media neutrality: Multi-media, media synergy

 

This article illustrates how successful multi-channel campaigns use both new and established channels. The first key element is to start with a good brand idea (examples include BMW, iwireless, Sony E ...

In view of the proliferation and ubiquity of media platforms, it is critical that marketers be able to measure cross-media consumption and its effect on consumer engagement, brand development and sale ...

This study examines IMC media use by advertising agencies from a perspective of how creative and media implementation effects impact the scope of media selected for campaigns. The study was based upon ...

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 paper maps out how the media and advertising world is evolving and growing a long media tail. It refers to advertisers and how they are approaching media communications in this new world, and out ...

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 ...

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 ...

In this introduction to Admap's report on consumers & media, Roderick White discusses the knotty question of how people use and relate to media. What makes this particularly fascinating and complex is ...

Today's planner must assess the full range of communication channels in designing campaigns that genuinely connect with the consumer - so says Tim Foley and Peter Engelberts, from PointLogic, and Geof ...

In this introduction to Admap's focus on media research, Roderick White ponders the changing and increasing complex world of media planning (now appropriately renamed channel or communication planning ...

Many have asked themselves how the effectiveness of mixed media campaigns can be measured, and more specifically, how the effects of different media can be found. This paper suggests some solutions fo ...

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 ...

A theoretical media consumption rather than a media distribution model was proposed at the ESOMAR 2004 WAM conference to provide understanding of how media advertising “works” in the 21st century. Thi ...

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 ...

Along with the economic reform and innovation of information technology, China’s cross media market has changed rapidly in the past decades. The purpose of this study is to better understand China’s c ...

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 ...