Media mix, multi-media, media neutral: Media mix sel...

 

This paper describes a one-year project that was carried out to understand the effectiveness of the adidas 360° marketing and communication strategy developed in France before, during and after the 20 ...

This report looks at the results of an independent investigation, commissioned by the Magazine Publishers of America, into the effectiveness of advertising in consumer magazines, the internet (banners ...

Radio often suffers from a lack of awareness as far as marketers are concerned, both because of the lack of 'buzz' surrounding the medium, and as it is often perceived to be difficult to measure the r ...

This paper notes that every major advertising medium has developed its own particular definition of what constitutes an audience, but that their different definitions mean that any connection between ...

All marketers need to make judgements about what the ideal mix of communications channels should be. In any given product category, literally dozens of marketing influences will be at work. Mass media ...

We live today in a Starbucks media world, where range of choice has exploded to decaf tall skinny soy latte proportions. In this environment, we need to be able to clearly establish priorities of mark ...

Today's planner must assess the full range of communication channels in designing campaigns that genuinely connect with the consumer - so says Tim Foley and Peter Engelberts, from PointLogic, and Geof ...

In this introduction to Admap's focus on media research, Roderick White ponders the changing and increasing complex world of media planning (now appropriately renamed channel or communication planning ...

Many have asked themselves how the effectiveness of mixed media campaigns can be measured, and more specifically, how the effects of different media can be found. This paper suggests some solutions fo ...

In times of media audience fragmentation and astronomical costs involved with launches of new TV shows, this paper focuses on providing broad, actionable directions towards audience creation for new T ...

Channel planning is not about a single factor, but about balancing the power of a medium with its reach, the precision of targeting with cost, and understanding the tactical needs of the campaign with ...

This paper describes a method for evaluating multimedia campaigns which consolidates the frequency distributions from the individual schedules of different media into a single distribution. This model ...

This study examines the long-term effectiveness of multimedia advertising in a competitive setting and its implications for budget allocation decisions, using multivariate persistence methodology. Ana ...

In this chapter of 'Best Practice', Roderick White addresses the media issues of mixed media advertising campaigns. He looks at the problems of comparing, planning and evaluating media that not only h ...

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, V ...

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, unt ...

In this introduction to Admap’s focus on Channel Planning, Roderick White pulls together the (recent) developments in communications planning, such as the neutral media mix, integrated communications, ...

Peter Masson, a partner at Bucknull & Masson International Media & Research, and Sue Elms, managing director of Carat Insight UK, each provide a personal view on the current state, and future, of mul ...

In this introduction to six articles focussing on media planning the author points out the importance of identifying and exploiting media channels that touch consumers in the most appropriate way to a ...

With his considerable experience of how print advertising works, Alan Smith looks at some of the factors that can be incorporated in models for planning multi-media campaigns (or building into a multi ...

This investigation identifies the planning/selling situations where radio contributes substantially to the media mix. “Real” unified cross-media information from Arbitron’s Portable People Meter (PPM) ...

Planning in a multimedia environment has been a huge topic of debate. Service providers, agencies, advertisers and the media have all been challenged with developing the 'best' tools to understand the ...

Advertisers are increasingly integrating Internet advertising into their branding campaigns and engaging in research to help them understand how online and offline can be combined to create synergisti ...

The explosion in media available to advertisers presents an enormous opportunity. But the issues of how to choose the media to use and how to use them are vastly more complicated than ever before. A h ...

This paper looks at how planners navigate the maze of media channels available in today’s world. It summarises the criteria for choice, recent research approaches and how this is affecting media decis ...

This chapter of Best Practice looks at how planners navigate the maze of media channels available in today’s world. With its excellent reading list it summarises the criteria for choice, recent resear ...

The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly m ...

WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding media neutrality, with onward links to related papers on WARC and the Web.

In this article Jane Asscher asserts that a media-neutral approach to planning should place the consumer at the heart of the issue, rather than being secondary to media selection. She argues that budg ...

Joe Mandese predicts that after a quarter of a century of perceiving integration as being marketing's best practice the new concept is synchronisation. He describes this as a process that seeks harmon ...