Media planning: Exploration of the media decision making process in the digital environment.

Barker, B., 2015. Media planning: Exploration of the media decision making process in the digital environment. In: Academy of Marketing 2015, 6--10 July 2015, Limerick, Ireland.

Full text available as:

[img]
Preview
PDF
AM2015 Media planning Exploration of the media decision making process in the digital environment.pdf

615kB

Abstract

Media planning, the role of selecting the most efficient media channels through which to deliver effective marketing communications, continues to be complicated by the ongoing digitisation and proliferation of media vehicles and resulting fragmentation of target audiences. Soberman (2005) believed that this represented an opportunity for marketers to use better quality data to develop more effective media strategies, although noting that targetting remained a difficult and intensive process (pp. 428). Many authors have since confirmed that these changes have reinforced the complex, silo driven, intra-media planning environment, where channel decisions are taken in isolation via unrelated and unconnected media measurement that complicate cross-media strategy and budget allocation (Assael, 2011; Egan, 2014; Havlena, Cardarelli, & De Montigny, 2007; Schultz, Block, & Raman, 2009b; Taylor, Kennedy, McDonald, & Larguinat, 2013). This research evaluates how the underlying media selection decision making processes, such as targetting and effective frequency modelling, are changing, and whether a new planning process framework can be identified to integrate such media decisions and improve delivery and cross-media effectiveness.

Item Type:Conference or Workshop Item (Paper)
Subjects:UNSPECIFIED
Group:Media School
ID Code:22476
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:23 Sep 2015 10:18
Last Modified:23 Sep 2015 10:18

Downloads

Downloads per month over past year

More statistics for this item...
Repository Staff Only -