Media Planning: Measuring the distance between theory and practice.

Abstract

Media planning should be orientated towards optimising effectiveness; however, the digitisation of media channels, proliferation of media vehicles and fragmentation of target audiences has complicated the process of selecting media through which to deliver marketing communications. It has reinforced the complex, silo driven, intra-media planning environment, with channel decisions being taken in isolation via unrelated and unconnected media measurement, often polarised between ‘attitudinal’ and ‘behavioural’ paradigms which view ‘effectiveness’ differently. The researcher’s work builds on that of Bulearca & Bulearca (2009) who suggested there is a need to identify ‘patterns of right decisions for various situations to ease the work of media planners’. A framework is sought, via sequential exploratory research, encompassing literature, in-depth interviews and data analysis, to understand the media planning processes. The initial study indicates extensive use of a range of ‘operational’ metrics, but less evidence of ‘evaluative’ metrics, despite an expressed desire to have these. It suggests that siloed, role focused structures prevail, preventing the flow of information within organisations, and that aims to embrace IMC are frustrated by unmet information needs. It provides strong evidence that new research is needed to address the recent developments in media planning and for the continuation of this research.