Channel Planning

Putting together a media strategy

Channel Planning

Aarti Bharadwaj and Sweta Agrawal, Admap, February 2015

This article explains how Axis Bank, an Indian retail bank, proved the impact of advertising on its business by using structural equation modelling.

Alice K. Sylvester and Jim Spaeth, Admap, February 2015

This article proposes five areas that marketing mix modelling (MMM) can - and should - progress in, as modelling capabilities expand.

Donal O'Connor, Admap, February 2015

This article sets out some of the options available for understanding marketing attribution, arguing that no single one holds all of the answers but should be selected and combined based on priorities.

Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report breaks down how E*TRADE, the online brokerage, has put data at the heart of its marketing efforts.

Judit Nagy and Anjali Midha, Journal of Advertising Research, Vol. 54, No. 4, 2014
The combined effect of using television and social media simultaneously has created an opportunity to influence a large - hitherto not well-understood - group: the "earned audience." The current research is believed to be the first to explore the value (as opposed to volume) of the "earned audience" (users exposed to Tweets about television programs and their sponsors) on the Twitter platform. By examining Twitter users' behavioral and attitudinal response to television Tweets during primetime television programming, the authors of the current study found that earned audiences would take actions both related to television viewing and engaging with their brand sponsors - an untapped potential for programmers and advertisers.

Harlan E. Spotts, Scott C. Purvis and Sandeep Patnaik, Journal of Advertising Research, Vol. 54, No. 4, 2014
The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S. National Football League Super Bowl championship games.

Peter Field, Warc Trends, October 2014

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Will Collin, Admap, October 2014

This article argues that the future of communications planning - which, it claims, is currently in crisis - lies in creating value for people rather than preying on their time.

David Penn and Suzanne Lugthart, ESOMAR, Congress, Nice, September 2014

This case study shows how a new implicit and metaphorical approach to research gave eBay, the online auction platform, a powerful commercial insight impossible through direct questioning.



Channel planning

The media mix: History, key theories and trends


Channel Planning

Practical tips, examples and recommended reading


Channel Planning

Media planning opportunities in the Jan 2011 issue


Changing channels with confidence

Millward Brown on media mix innovation


From Silos to Synergy

A 50 year review of cross-media research


New models of integration

MPG on plugging the advertising effectiveness gap