Managing media planning and brand positioning across media platforms

This paper discusses how the market research company Nepa and Sweden’s largest TV channel TV4 have developed a new way of looking at buying media space.

Managing media planning and brand positioning across media platforms

Per Åsberg and Fredrik Nauckhoff Nepa, Sweden

Carl Hemmingsson TV4 Group, Sweden

ABSTRACT

The complexity of investing in brand communication increases as the amount of available media channels and platforms grow larger. For a brand owner, buying media space on mere demographics is a feasible option but with some potential branding problems. Making an ad stand out in the cluttered commercial world of today is also an increasing problem, as the consumer is exposed to thousands of logos and ads every day.

The market research company Nepa...

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