Kyung-Ah Byun, Doori Song and Mikyoung Kim, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 207-226
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.
Les Binet and Sarah Carter, Admap, December 2012, pp. 9-9
Clients and agencies have many different reasons for making new work: partly it's self-interest as both can make their names from new work and partly it's a kind of restlessness - they tire of their own ads long before the public does.
Millward Brown Knowledge Point, November 2012
Analysis of Millward Brown's data indicates that brands can "go dark" - i.e. stop or suspend TV advertising - for six months or so with little deleterious effect, but longer periods are likely to weaken brand health.
Erwin Ephron and Colin McDonald, Journal of Advertising Research, Vol. 42, No. 4, July/August 2002, pp. 66-70
The current U.S. recency-based scheduling model focuses entirely on the short-term effects of advertising, arguing that in competitive markets the data show that response to advertising dissipates rapidly.
Douglas R Scott and Debbie Solomon, Journal of Advertising Research, Vol. 38, No. 5, September/October 1998
Studies on television wearout conducted over the past 30 years show inconclusive results, underscoring the complexity of the process and the number of factors that need to be examined to understand it.
This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
Mobbie Nazir, WARC Best Practice, November 2016
This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.