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Key reading

planning

The challenges of communications planning

This article describes nine challenges that media planners must address when planning communications campaigns. These include the need to solve business problems rather than communications briefs, creating useful strategy tools and integrating big data into the planning process.
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The future of comms planning

Why the future of comms planning lies in creating value for people rather than preying on their time.

The optimal TV ad length

How using a combination of ad lengths, when done well, can work best of all for TV campaigns.

The anthropology of contextual media planning

Five lessons from anthropology that could help media planners find the most effective context.

Online advertising: Not wearing out its welcome

This report explores how advertisers can maximise frequency for online ads whilst minimising annoyance.




Latest articles

Adstats: UK adspend forecast

This article predicts the total UK adspend to rise by 4.2% in 2016, based on the latest data from the Advertising Association/Warc UK Expenditure Report.

Warc Webinar: The additive impact of cinema advertising

This Warc webinar presents new, unpublished research from MESH and National CineMedia about the impact of cinema advertising.

How to mix brand placements in television programmes to maximise effectiveness

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Capturing and understanding dwell time on newspaper websites

This article argues that online and mobile news sites must consider dwell time as an important metric for understanding and targeting its core audience of committed readers.

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