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Media placement versus advertising execution
Edward C. Malthouse and Bobby J. Calder, International Journal of Market Research, Vol. 52, No. 2, 2010, pp. 217-230
We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads.
We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads. First, while previous studies have shown that respondent-level engagement affects ads, we argue that vehicle-level engagement is more relevant to placement decisions, and show that magazine-level engagement affects actions taken from seeing an ad. Second, we compare the relative importance of engagement to the execution factors size, position and colour, and show that engagement is of comparable importance. Third, evaluations are done with more realistic procedures than previous studies and with real ads.
How More Precise Magazine Inputs Can Improve Media Mix Modeling: The Impact of More Balanced Metrics on ROI
James Collins, David Dixon, Wayne Eadie, Mark Reggimenti, David Shiffman, Julia Soukhareva, Judy Vogel and Britta Ware, Journal of Advertising Research, Vol. 50, No. 1, 2010, pp. 10-15
This article summarises two papers: "Magazines & Media Mix Models: Prescription for Success" and "Better Representing Magazine Effects in Marketing Mix Modeling" presented at the October 2009 Worldwide Readership Research Symposium in Valencia, Spain.
This article summarises two papers: "Magazines & Media Mix Models: Prescription for Success" and "Better Representing Magazine Effects in Marketing Mix Modeling" presented at the October 2009 Worldwide Readership Research Symposium in Valencia, Spain. The papers took different approaches toward a problem that each independently recognized: Media-mix modeling has become a vibrant part of the media-evaluation process, but accurate outputs require quality inputs. Often there is a wide variation in how magazine data are provided to modeling companies. "Better Representing Magazine Effects in Marketing Mix Modeling" earned the Chairman’s Award for the best paper from more than 50 presented at the Symposium.
Plan weekly, accumulate optimally. Three scenarios
Beth Uyenco and Craig Gugel, ESOMAR, Print Conference, Geneva, June 2004
The authors recently analyzed the audience delivery and efficiency patterns of selected schedules for three different client planning scenarios.
The authors recently analyzed the audience delivery and efficiency patterns of selected schedules for three different client planning scenarios. This analysis was undertaken in order to identify which of three analytical approaches would deliver the most efficient and effective results for print advertising under different marketing conditions. This paper briefly outlines the strategic and client accountability changes that are driving the marketplace today. It then highlights the planning results from both initial and improved media schedules and provides our observations on what the publishing and media planning communities should strive for business-wise as we move further into the marketing mix-multimedia optimization era.
Personal probability for print in a multimedia environment
John Ehrenhofler, Amy Betz and Caryn Klein, ESOMAR, Print Conference, Geneva, June 2004
Planning in a multimedia environment has been a huge topic of debate. Service providers, agencies, advertisers and the media have all been challenged with developing the 'best' tools to understand the optimal mix of media.
Planning in a multimedia environment has been a huge topic of debate. Service providers, agencies, advertisers and the media have all been challenged with developing the 'best' tools to understand the optimal mix of media. In order to evaluate the effects of each media component in a multimedia campaign, a consistent R&F methodology is needed. Personal Probability is one approach used for calculating Reach & Frequency. It is often used for print outside of North America, but has not been widely adopted within the U.S. With the introduction later this year of IMS' new global multimedia product, users will have the opportunity to employ the Personal Probability methodology to estimate the reach and frequency of print schedules both on their own, and in a multimedia environment. This is particularly compelling since Personal Probability is a universally accepted model for respondent level broadcast reach and frequency. We believe that it can be a viable way to evaluate readership on a global basis and can provide a consistent 'apples to apples' approach across media.
Targeting women's clothing fashion opinion leaders in media planning: an application for magazines
Eric Vernette, Journal of Advertising Research, Vol. 44, No. 1, March 2004, pp. 90-107
Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media.
Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media. Our research findings on women’s fashion, particularly magazines, reveal that a media plan targeted at opinion leaders can succeed, that these opinion leaders tend to be positive toward and discuss advertising media, and that they read more women’s fashion magazines and have significantly more affinities with such media than nonopinion leaders.
Allocation model: a tool to develop effective media plans for Turkey
Elif Deniz Alakavuk and Arzu Tektas, International Journal of Advertising, Vol. 22, No. 3, 2003, pp. 333-348
This paper deals with media planning, which is a challenging problem for both academicians and practitioners.
This paper deals with media planning, which is a challenging problem for both academicians and practitioners. An integer linear programming model on media planning is developed which incorporates qualitative and quantitative aspects suitable to the characteristics and needs of a media environment. The objective of the model is to allocate a given advertising budget among competing magazines by the use of analytic hierarchy process (AHP) so that opportunity-to-see (OTS) is maximised. The application of the model to two consumer products proved to increase OTS considerably. The development and application of the model is especially valuable for Turkey because the number of magazines is continuously increasing, readership is low, syndicated research services are limited and models are not widely used in media planning.
Audience accumulation and advertising exposure in magazines
Lawrence J.K. Goldstein, ESOMAR, Print Audience Measurement, LA, June 2003
This paper outlines an approach to modeling advertising exposure in magazines over specific periods of time, providing important insights to aid advertisers and media planners in developing more productive magazine plans.
This paper outlines an approach to modeling advertising exposure in magazines over specific periods of time, providing important insights to aid advertisers and media planners in developing more productive magazine plans. Key elements of the model are reviewed, illustrating how available research can be leveraged for better decision-making. This will incorporate widely available syndicated resources.
Ad page exposure velocity
Craig Gugel, ESOMAR, Print Audience Measurement, LA, June 2003
The author recently analyzed the accumulation patterns of 120 different magazine schedule/target combinations in order to identify a potential hierarchy of ad exposure accumulation by both broad editorial classification and frequency of publication.
The author recently analyzed the accumulation patterns of 120 different magazine schedule/target combinations in order to identify a potential hierarchy of ad exposure accumulation by both broad editorial classification and frequency of publication. The author expects that the results of this analysis will initiate a dialogue regarding the most expedient ways to move the print planning and negotiation process to the next level, i.e., from vehicle exposure (stage two) to advertising exposure (stage three) of the ARF Model. This paper briefly outlines the accountability and declining share-of-adspend issues prevalent in the magazine industry today. It then highlights a number of velocity metrics for the schedules analyzed and provides several strategic recommendations that the industry might wish to consider in moving the process of print planning and negotiation forward to later stages of the ARF Model.
Affinity-based media selection: magazine selection for brand message absorption
Kazuya Kusumoto, Journal of Advertising Research, Vol. 42, No. 4, July/August 2002, pp. 54-65
The basic role of advertising media has been considered to be simply delivering the brand message to its target audience.
The basic role of advertising media has been considered to be simply delivering the brand message to its target audience. However, even if the message is sufficiently delivered, it is not clear whether the audience will actively absorb it. This paper focuses on the psychological relationship between advertised brands and magazine vehicles as a factor in influencing brand message absorption via magazine advertisements. As a new scale to define this relationship, the author introduces 'Value-Factor distance,' which is derived from factor analysis of syndicated data. Its effectiveness is then validated by a verification survey and its application to TV program selection is also considered.
Pay for attention, not impressions
Britta C. Ware, ESOMAR, Print Audience Measurement, Cannes, June 2002, pp. 95-108
With increasingly more media choices, each capturing less time with oversolicited consumers, attention is the new benchmark in advertising.
With increasingly more media choices, each capturing less time with oversolicited consumers, attention is the new benchmark in advertising. It is no longer enough to reach prospective consumers; advertising must emotionally connect with them. The more deeply a magazine connects with its readers, the better job advertising can do within those pages. With fewer dollars to go around, it is essential to shift from paying only for impressions to paying for true attention with readers. Advertisers and their agencies demand accountability - quantitative evidence that their investments are effective. Audience cost-per-thousand (CPM), the current measure of advertising dollar value, cannot tell the entire story. Following the Audit Bureau of Circulation's decision to count all subscriptions regardless of price, there is increased need to provide evidence of a compelling connection between a magazine and its readers. This paper provides a practical, simple recommendation for an 'Involvement Index' measuring the emotional connection or involvement of a magazine with its readers.
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