Channel Planning

Putting together a media strategy

Channel Planning


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.

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.

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.


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.


Warc Exclusive, July 2014

This article provides marketers with information and guidance on several major media channels.


Warc Exclusive, July 2014

This articles provides marketers with information and guidance on integrating media.

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