Channel Planning

Putting together a media strategy

Channel Planning

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.

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.

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.



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