This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present ways to work within the paradigm of traditional research, but through analysis, help make print a more actionable and more precisely controlled medium in a channel planning age.
This paper provides a new way to approach the building of systems to help channel planning. By channel planning, the authors mean the combination of media options that are used to satisfy a communication task. This combination should reflect not just the 'silo' properties of each channel, but a plan that has a view on the holistic effects and benefits of combinations. The PointLogic approach steers a highly innovative course between the need for a process-based structured approach to channel planning, and the overwhelmingly important requirement to have a sensitive creative approach that can sit comfortably with the excellent and creative work of communication planners. The case presented in this paper was built in close co-operation with the Rijksvoorlichtingsdienst (RVD).
This paper sets out to review a number of important issues in advertising and media in Asia. The introduction is taken up with describing some changes in marketing and advertising practise in Asia over the past ten to fifteen years. The impacts of these changes on media are then discussed. This serves to explain why there is a need for primary research into media effectiveness in Asia. The Media Observer technique and theoretical framework is then introduced. In the conference presentation, the final section will be comprised of data from the first Media Observer study in Hong Kong, which is currently being processed at the time of submission of this paper. The Hong Kong data will be compared with norms derived from European Media Observer studies.
Consider a commercial break placed on ABS-CBN, a terrestrial broadcaster in the Philippines.Within that break can be found a mix of local and international brands. The creative would be principally out of the Philippines and the target audience would be a sub-set of the local population. The campaign would be budgeted, planned and bought in Manila, and the return in sales would be expected in the Philippines. Compare this with a break on the STAR TV network, a leading Pan-Asian satellite network. Here, we find an international spirits maker targeting affluent business men in late prime time in Taiwan. There is a tea company trying to build awareness in India. There is a promotional tie-in for a soft drink running on a Pan-Asian basis. Finally, there is a Hong Kong based jeweller running a purely local campaign. In total, this represents a mix of languages, timezones, creative and a multitude of simultaneously available target audiences that can be aimed at one or all of the 50 plus nations in STAR'S footprint. This contrast is at the heart of this paper. Change in the Asian media scene is explosive. To date, most hype and attention has been concentrated on the viewer and their consumption of programming. This paper instead focuses on the 100 hours a year (average) every viewer spends watching commercials. Will those 100 hours be there in the new Media world? How will the bright agency find them? How will it track them, and how will it report on its success. Those are the challenges for the agency and this paper highlights the support and innovation required in media research to make it happen.