Media research: Planning for context

The setting of a marketing communication greatly impacts on how the message is received, so understanding the context of media consumption is vital in maximising the brand moment.

Media research: Planning for context

Mike K Bloxham and Alice K SylvesterMedia Behaviour Institute

The setting – place, time, mood, shared company – greatly impacts on how the message is received, or not; so understanding the context of media consumption is vital in maximising the brand moment.

The evermore diverse array of consumer media choices and device functionality has been well-documented, as have the various challenges they present to conventional currency-based media measurement constructs. However, the patterns of behaviour that emerge as a consequence of the technological changes require a more nuanced understanding of how people live, and the...

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