Advanced media planning:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston [u.a.]
Kluwer
2004
|
| Edition: | 5. print. |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028191066&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Physical Description: | XIII, 111 S. graph. Darst. |
| ISBN: | 0792382188 |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | TABLE OF CONTENTS
PREFACE xi
ACKNOWLEDGEMENTS xm
CHAPTER 1. MEDIA STRATEGY: AN INTRODUCTION !
L I Basic Parameters of the Media Plan I
1.1*1 Reach versus Frequency i
LL2 Geographic Reach versus Frequency 3
1.1.3 Reach versus Number of Advertising Cycles 3
1 ! A Frequency versus Number of Advertising Cycles 4
L 2 Advanced Media Plan Parameters 5
L2J Reach individual Continuity Timing 5
L2.2 Frequency ^ Effective Frequency -+ Dominance 8
12.3 Effective Reach 9
1.2.4 Active Effective Reach 9
1.2.5 Advertising Cycle 10
CHAPTER 2 REACH PATTERNS 11
2 I Reach Patterns for New Products 11
211 Blitz Pattern If
2 1.2 Wedge Pattern 13
2 1.3 Reverse-wedge/P! Pattern 14
2 14 Short Fad Pattern 15
2 2 Reach Patterns for Established Products 15
2 2 1 Regular Purchase Cycle Pattern 16
2.2.2 Awareness Pattern IS
2 2 3 Shifting Reach Pattern 20
2.2 4 Seasonal Priming Pattern 21
2 3 Combining Reach Patterns 22
2 4 Summary Perspective 23
CHAPTER 3. EFFECTIVE FREQUENCY 24
3 l Input and Output Concepts 24
3 1.1 Insertions and Exposures 24
3 1.2 Disposition to Purchase 25
3 2 Minimum and Maximum Effective Frequency 26
3.2 1 Minimum Effective Frequency (MEF/c) 26
viii
CONTENTS
3.2.2 Maximum Effective Frequency (MaxEF/c) 27
3.2.3 Average Frequency is Uninformative 28
3.3 Estimating Minimum Effective Frequency 39
3.3.1 MEF/c Estimation Formula 30
3.3.2 Ad Unit Adjustments to MEF/c 36
3.3.3 MEF/c and MaxEF/c for Direct-response Ads and Promotions 37
CHAPTER 4. CARRYOVER AND OTHER FREQUENCY DECISIONS 40
4.1 Effective Reach and Active Effective Reach 40
4.1.1 Effective Reach During the Advertising Cycle 41
4.1.2 Active Effective Reach 42
4.2 Changes to MEF/c During the Campaign 43
4.2.1 MEF/c and “Outer” Target Audience Change 44
4.2.2 “Maintenance” and “Inner” Target Audiences 44
4.2.3 Retailer Support 45
4.2.4 Short-term Tactical Adjustments in Frequency 45
4.2.5 Very Short-term Scheduling 46
CHAPTER 5. MEDIA SELECTION 48
5.1 Pre-classification of Media Types 48
5.1.1 Mass Media 49
5.1.2 Point-of-decision (P-O-D) Media 50
5.1.3 Direct-response (DR) Media 50
5.2 Mass Media Selection 51
5.2.1 Visual Capacity 51
5.2.2 Frequency Capacity 52
5.2.3 Message Processing Capacity 53
5.2.4 The Campaign’s Primary and Secondary Media 56
5.3 Media Selection for Small-audience Advertisers 58
5.3.1 Business-to-business Advertisers 58
5.3.2 Local Retail Advertisers 59
5.4 Summary of Media Selection 60
CHAPTER 6. MEDIA DATA, DUPLICATIONS, AND STRATEGIC RULES 61
6.1 Media Data 61
6.1.1 Television 61
6.1.2 Print 63
6.1.3 Radio 64
6.1.4 Single-source Data 64
6.1.5 Pseudo Single-source Data 65
6.2 Duplication Within and Between Vehicles 66
6.2.1 Typical Vehicle Duplications 67
6.2.2 Exact Vehicle Duplications 69
6.2.3 Approximate Vehicle Duplications 70
6.2.4 Cross-media Duplications 70
CONTENTS
ix
6.3 Strategic Rules 71
6.3.1 Reach Rule 71
6.3.2 Frequency Rule 71
6.3.3 Reach and Frequency Rule 72
6.3.4 The Rules for Reach Patterns 72
CHAPTER 7. IMPLEMENTING AND OPTIMIZING THE MEDIA SCHEDULE 74
7.1 Media Models 74
7.2 Media Mania *s Models 75
7.3 An Illustration of Reach and Frequency Strategies 76
7.3.1 Eligible Vehicle Selection 76
7.3.2 Implementing a Reach Strategy 78
7.3.3 Implementing a Frequency Strategy 80
7.3.4 Comparing the Two Strategies 81
7.4 Optimizing Schedules 82
7.5 Media Budget Setting 84
APPENDIX: MANUAL FOR MEDIA MANIA 87
REFERENCES 101
INDEX
107
|
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| dewey-search | 659.1/11 659.111 |
| dewey-sort | 3659.1 211 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 5. print. |
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| id | DE-604.BV042760535 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T17:19:03Z |
| institution | BVB |
| isbn | 0792382188 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028191066 |
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| physical | XIII, 111 S. graph. Darst. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
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| publisher | Kluwer |
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| spellingShingle | Rossiter, John R. Danaher, Peter J. Advanced media planning |
| title | Advanced media planning |
| title_auth | Advanced media planning |
| title_exact_search | Advanced media planning |
| title_full | Advanced media planning by John R. Rossiter and Peter J. Danaher |
| title_fullStr | Advanced media planning by John R. Rossiter and Peter J. Danaher |
| title_full_unstemmed | Advanced media planning by John R. Rossiter and Peter J. Danaher |
| title_short | Advanced media planning |
| title_sort | advanced media planning |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028191066&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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