Channel Planning

Putting together a media strategy

Channel Planning


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.


Stephen Whiteside, Event Reports, Argyle CMO Leadership Forum, June 2014

This event report discusses why Principal Financial Group has made simplifying the financial-services category a core component of its strategy.


Stephen Whiteside, Event Reports, The Keller Fay Group webinar, July 2014

This article explains how AT&T, the US telecoms corporation, used marketing-mix modelling to determine the value of word of mouth (WOM) to the brand and describes the strategies used to maximise its effectiveness.


Doug Pulick and Ken Roberts, ARF Experiential Learning, Audience Measurement 9.0, June 2014

This paper presents comparative research on the implicit emotional impact of ads when viewed in a cinema versus at home in the US and Australia, finding that ads viewed in a cinema have a greater emotional impact.


Andrew Lipsman and Joan FitzGerald, ARF Experiential Learning, Audience Measurement 9.0, June 2014

This article provides guidance for adopting a 'total video' approach to media planning, that moves beyond television planning to a consumer-centric model that encompasses video consumption across multiple platforms.


Brian Carruthers, Event Reports, Marketing Week Live, June 2014

This event report examines the different approaches of confectionery brands Cadbury Creme Egg, owned by Mondelez, and Mars' Snickers and Malteasers brand to increasing reach through social media.


Grant McCracken, Market Leader, Quarter 3, 2014

This article discusses the rise of 'new media fundamentalism' against a backdrop of a TV 'revolution', and argues for balance in the new and old media mix.


Warc Exclusive, May 2014
This articles provides marketers with information and guidance on integrating media. Key themes include the evolution of integration; models of integration; paid, owned and earned media; working with agencies; and understanding media consumption.

Warc Exclusive, May 2014
This article provides marketers with information and guidance on several major media channels. These include television, digital, print, radio, out of home and cinema are analysed.

WARC RECOMMENDS


WARC BRIEFING

Channel planning

The media mix: History, key theories and trends


BEST PRACTICE

Channel Planning

Practical tips, examples and recommended reading


ADMAP

Channel Planning

Media planning opportunities in the Jan 2011 issue


ARTICLE FOCUS

Changing channels with confidence

Millward Brown on media mix innovation


RESEARCH PAPER

From Silos to Synergy

A 50 year review of cross-media research


ARTICLE FOCUS

New models of integration

MPG on plugging the advertising effectiveness gap