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Continuity bursts & flighting

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NEW YORK: There are sound reasons for co-promotion, the practice of promoting two or more products with one message, but marketers still do not fully understand how media planning and buying shape the results, a paper in the Journal of Advertising ...

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Article

This article provides marketers with information and guidance about scheduling TV ads.

Article

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of media scheduling, comparing the pros and cons of continuity (straight-through) advertising with flighting (bursting) advertising.

Research Paper

This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl.

Research Paper

This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without experimental controls.

Article

Paul Dyson, founder of D2D Limited, traces the history of media phasing (especially for TV advertising).

Research Paper

Most people in the industry will agree that the dynamic of television has changed and that the dynamic of all other media are changing too.

Research Paper

In this article, Ira Carlin, chairman of MAGNA Global Worldwide, offers a view of how media planning will look in 2010.

Article

Geoff Wicken, TGI global development at BMRB, describes a new segmentation analysis based on attitudes to media and advertising.

Research Paper

This article concentrates on research that goes beyond traditional 'opportunities to see' approaches to measuring audience size and composition, such as peoplemeter systems for television, readership surveys of newspapers and magazines and radio listening diary studies.

Article

Discusses whether burst (pulsing, flighting) of continuity media strategies are better. 15 experiments were done on the BehaviorScan system run by MarketingScan (a joint venture between GfK and Médiamétrie).

Research Paper

In complete contrast to those media surveys which focus on media consumers, this paper aims to reveal the other side of the coin, by taking a closer look at MNCs (media non-consumers).

Research Paper

The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other comprehensive value systems such as VALS, RISK, CCA, and the like.

Research Paper

Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe.

Article

Describes Millward Brown's FORCE modelling technique as an aid to media planning (FORCE = First OTS Response Created by the Execution).

Article

The first in a regular series of short resumes of the state of our knowledge about advertising and media topics, starting with burst and drip, and the factors suggesting one rather than the other.