Traditional Sample-Based Research Won’t Solve Outdoor’s Ratings Problem.
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Showing posts with label Media Planning. Show all posts
Showing posts with label Media Planning. Show all posts
Wednesday, August 31, 2011
Friday, August 26, 2011
Seven Papers The Current State of Media Planning
1. THE IVORY-BILLED NIT PICKER
Better Sight a Media Researcher Before They Go Extinct.
2. A NEW RATINGS MODEL
For Better TV Data, Add to Nielsen. Don’t Try to Replace Them.
3. THE BROKEN COVENANT
If Commercial Avoidance Destroys TV, Mass Marketing May Go With It.
4. THE LAW IS AN ASS, BUT FLOWERS MIGHT HELP
5. THE EGOISTS
Why Don’t Media Respect Advertising?
6. REACH TRUMPS FREQUENCY
How Radio Can Build Business in A PPM World.
7. THE UNINVITED
Commercial Avoidance and the Media
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Better Sight a Media Researcher Before They Go Extinct.
2. A NEW RATINGS MODEL
For Better TV Data, Add to Nielsen. Don’t Try to Replace Them.
3. THE BROKEN COVENANT
If Commercial Avoidance Destroys TV, Mass Marketing May Go With It.
4. THE LAW IS AN ASS, BUT FLOWERS MIGHT HELP
5. THE EGOISTS
Why Don’t Media Respect Advertising?
6. REACH TRUMPS FREQUENCY
How Radio Can Build Business in A PPM World.
7. THE UNINVITED
Commercial Avoidance and the Media
Download
Wednesday, June 29, 2011
Redefining Media Consultancies
The purpose of a media schedule is to deliver an advertiser’s message as effectively
as possible, to sell product. We would like to do that economically as well and call
that measure of efficiency cost per thousand. Until very recently, we had the means
to primarily measure the fuel efficiency of the schedule, not necessarily its
effectiveness in stimulating sales. As a result, we became overly dependent upon
efficiency as a measure of a media schedule’s worth. Redefining Media Consultancies
as possible, to sell product. We would like to do that economically as well and call
that measure of efficiency cost per thousand. Until very recently, we had the means
to primarily measure the fuel efficiency of the schedule, not necessarily its
effectiveness in stimulating sales. As a result, we became overly dependent upon
efficiency as a measure of a media schedule’s worth. Redefining Media Consultancies
Tuesday, June 21, 2011
Consumer Segmentation and Media
One compelling piece of evidence for the non-adoption of the marketing orientation is the lack of use of
customer segmentation as the starting point for understanding customers’ wants and needs. All markets
are heterogeneous. To understand needs you need to organise consumers into homogeneous groups – ie,
segment the market. Consumer Segmentation and Media
customer segmentation as the starting point for understanding customers’ wants and needs. All markets
are heterogeneous. To understand needs you need to organise consumers into homogeneous groups – ie,
segment the market. Consumer Segmentation and Media
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