I challenge anyone who says this is not a fascinating time to be in media planning. Our lives have been radically disrupted by the internet (how we socialise, shop, work, eat) and planners need to evolve to keep up. Continue reading
Tag: media planning
TV is no longer just on the TV, radio is no longer on the radio
The world of daily deals is fast paced and high volume. The real time, shareable and ultimately trackable nature of newer digital channels can help Itison to get their message out there, get shared and see results. Continue reading
When you’re watching TV, who’s watching you?
“You can’t spend wisely unless you understand marketing’s full impact.”
(Court, et al., 2012)
BARB is a useful tool for planners as it records “a vast range of programme and spot advertising performance data” (Thinkbox, 2015)This is everything from dayparts to programme information; from reach to channel share viewing. It can even identify “a dog owning Geordie” (Thinkbox, 2015). Continue reading
How to get under the skin of a nation
Although there are arguments for both continuous and flighting media planning, the overall winner appears to be continuous. According to Newstead, Taylor, Kennedy, and Sharp (2009) overall “continuity schedule is generally the most appropriate advertising strategy”. Continue reading
When less is more
“Media planners must carefully monitor reach and frequency levels to ensure that a campaign receives sufficient exposure without becoming an irritant.”
(WARC, 2017) Continue reading
Digital versus traditional marketing in a digital first world
“We work and live in an always-on, always moving, mobile-first reality, where business happens at the speed of speech and thumbs.”
Wright & Snook (2017)
In this eight part series, I’ll be investigating different aspects of media planning, and relating them back to Itisonas part of my Masters Degree in Advertising Strategy & Planning. Continue reading
Mission: Playtime 