Channel Planning

Putting together a media strategy

Channel Planning


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 articles provides marketers with information and guidance on integrating media.


Warc Exclusive, July 2014

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


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 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