This paper discusses the distinctions that should be made in media scheduling between the theories of how advertising works (response functions and decay) and the tactics of media buying (cover and frequency). It draws on the modeling analysis work of Simon Broadbent (1997-1998) commissioned by Leo Burnett Media that includes both single source analysis and time-series modeling of adstock. It positions scheduling as a strategic choice about aggregate sales effects under the conditions specified while it places decisions about high or low repetition and cover criteria as micro or tactical choices about the quality of TV time and the way we think a campaign works on individuals. It also suggests a practical multi-dimensional framework in which to deal with both ideas better linking overall brand communication strategies to media buying tactics.
TvSpan a joint venture project between Meridian Broadcasting TSMS and Taylor Nelson Sofres has been in operation since March 1996 with 750 Superpanel homes in the Meridian ITV region equipped with TV setmeters in addition to the scanning equipment they have to record the details of their purchases of fmcg products. Thus tvSpan provides a continuous measurement of both product purchasing and TV viewing from the same households - i.e. single source data and hence provides us with the means to address the issues of recency frequency and the duration of the effects of TV advertising.
The aim of the paper is to provide guidelines for the non-technical media practitioner. It will argue that while the principles of fusion are sound they do not provide a catchall solution and caution should be exerted in using it as a general media planning and buying aid. Guidance on when fusion should be applied and recommendations for the introduction of industry approval standards are included.
It is commonly accepted that not all rating points are equal in their value to advertisers. Agencies and advertisers put increasing pressure on broadcasters to deliver particular criteria: programmes dayparts centre breaks position in break etc. Whilst the industry gives differential value to these the only mechanism to put a value on aspects of airtime quality has been that of demand. This paper outlines a new way of valuing airtime which measures one aspect of quality on a break-by-break basis and can be used to significantly improve the effectiveness of advertising.
The paper sets out the broad processes involved in globalisation especially in the communications and media domains. While there are global changes happening there remain massive disparities in uptake and availability between markets. Equally large-scale differences exist within each market. The futura.com study based in the United Kingdom is designed to look at the impact of change using a panel-based design and multiple measures of different forms of change - technological personal social national. This approach has allowed a complex segmentation analysis based around peoples attitudes to change to be undertaken. The results of this social segmentation show that this is an efficient and meaningful means of discriminating between different groups of people in terms of their attitudes behaviour and beliefs. This approach to researching changing markets is ideally suited to multi- country studies.
The overriding aim of the research is to gain a clear understanding of the specific relationship between consumers and their consumption of advertising for all media. Through a mixture of detailed diary data and self-completion questionnaires media in mind is a single-source research survey combining measures of mood mindset and activity with media consumption at the individual and multi-country level.
Introduction to the ESOMAR Monograph "Better Research For Better Media Decisions" (vol.7) from Sheila Byfield.
This paper analyses one aspect of the quality of the television environment - commercial clutter - and its effects on viewers. Despite an increasing preponderance of evidence that clutter has a negative effect on commercial effectiveness commercial clutter continues to grow in the United States and other countries. The paper discusses studies that show why clutter is a problem for all of us and provides information on commercialization practices regulations and effects around the world. Finally the paper presents some solutions for dealing with the problem. One of the key issues in media research today is advertising effectiveness. Research has shown that there are many factors in the media environment that impact upon advertising effectiveness. Advertising clutter is one of those factors and it has been growing in a number of countries.
The present situation in media research shows changes on four main aspects: abundance of data and processing supplies speeding up of mutations and acceleration of trends dispersion of practices and explosion of rules and inter- penetration between disciplines. Before this profusion of new media and new rules how should we react to deal with renewal and what are the consequences on our practices? The answers will be found in returning to the fundamentals of media research: targeting media audience research tools and global approach of media. Almost everything is changing - except the philosophy of media research and the expectation of its users - a help for qualitative and quantitative optimisation of the transmission of advertising messages.
More than seventy-three million European households receive satellite TV two million in digital. However development is not consistent and there are marked variations by country. Digital broadcasting is adding an additional complexity to television markets already undergoing rapid change a phenomenon which market research institutes are obliged to address. This paper discusses two related issues: first the current configuration of television reception modes in Europe and how these are likely to change over the next decade; and secondly Societe Europeenne des Satellites (SES) ASTRAs research experience in twenty-two countries methodologies employed and the challenges technology poses for the future.
The problem with the majority of us involved in marketing is that we think or more accurately want to think that everyone likes advertising. This is probably just human nature as we quite naturally need to believe that the thing we have dedicated our working lives to must be worthwhile. Well be prepared for a shock. There are some people out there who are at best disinterested about most forms of marketing communication and at worse actively avoid it! How do we know this? Unsurprisingly as with many research projects it developed from observations which led to a theory that eventually evolved into our Ad Avoider research. The results allowed us to understand the problem and develop strategies to counteract it. So how did it start?