Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Digital First, March 2019
The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.
Advertisers considering the optimal reach and frequency for their campaigns need to also think about the cross-platform effects of frequency and carry-over, according to Comscore, which has developed a new metric to take account of these factors.
The advertising industry is fighting fires on multiple fronts as it attempts to deal with issues affecting consumer trust while neglecting the one issue over which it has complete control, according to Direct Line’s Mark Evans.
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.
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.
Dan Calladine, WARC Exclusive, December 2018
Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.