Channel Planning

Putting together a media strategy

Channel Planning


ARF Experiential Learning, Audience Measurement, June 2015

This paper argues that before planning communications, brands should understand how people are experiencing its brand, and explains how this can be done with reference to the experience of Delta Airlines.


Ori Stitelman, Blake Aber, Brian Dalessandro and Lauren Moores, ARF Experiential Learning, Audience Measurement, June 2015

This paper argues that using mobile location signal and desktop digital data can provide a robust and efficient methodology for analysing, targeting and measuring audiences exposed to OOH.


Nik Shah, Andreas Bisping, Florian Renz and Stephan Knäble, ARF Experiential Learning, Audience Measurement, June 2015

This paper explains how GfK developed a cross-media measurement tool to compare the impact of TV and Facebook ads on sales.


Camila Holpert and Claudia Furniel, ESOMAR, Latin America, April 2015

This paper explains how Itaú Bank, the Brazilian bank, used an online community to understand how different types of communications work together, and how to use them for different objectives.


Patrick Adams, Admap, May 2015

This article describes a new study which reveals that the relevance of the message environment is more important than the quality of the medium in which it is placed.


Dan Malachowski, Admap, March 2015

This article explains how brands should optimise their websites and use search marketing to increase sales during the holiday period.


Warc Exclusive, February 2015

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


Warc Exclusive, February 2015

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


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.

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