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Key reading


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

AOL: The importance of good manners and relevant context in ad placement

This event report highlights AOL's use of context to better target audiences without being intrusive.

How HP uses geotargeting and social data to boost ROI

This event report outlines how HP leverages various digital tools and data sources to help drive demand for its printers.

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.

Joining the Dots to Join Hands Across the Globe: How market research is working to the benefit of Rwandan survivors

This paper describes the ways in which market research has contributed to the success of the SURF Survivors' Fund, the charity that supports survivors of the Rwandan genocide of the 1990s.

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