The Experts below are selected from a list of 312 Experts worldwide ranked by ideXlab platform

Hugh M Cannon - One of the best experts on this subject based on the ideXlab platform.

  • Survey-Based Targeting Fine-Tunes Television Media Planning: A Case for Accuracy and Cost Efficiency
    Journal of Advertising Research, 2010
    Co-Authors: J. Alexander Smith, Brett A. Boyle, Hugh M Cannon
    Abstract:

    ABSTRACT This paper examines the use of single-source, survey-based targeting data to complement ratings data for television Media Planning. we argue that the essence of targeting rests in determining the relative concentration of product users in various Media audiences. This product-Media concentration reflects the motivation and lifestyles of product and Media users and is unlikely to vary significantly over time or across markets. Using data from SMRB, we argue that the product-Media selectivity captured in the selectivity-index can be combined with conventionally measured ratings data to accurately estimate target market ratings. These, in turn, can be used for more accurate, cost-efficient television Media Planning.

  • addressing new Media with conventional Media Planning
    Journal of Interactive Advertising, 2001
    Co-Authors: Hugh M Cannon
    Abstract:

    AbstractAccepted industry wisdom is that many new, and particularly Internet, Media cannot be addressed through conventional Media Planning procedures. This paper takes a contrary position. It not only argues that new Media can be addressed through conventional Planning procedures, but it contends that they should be. Increasingly, all Media compete for the same budget. Furthermore, they play critical roles in the same integrated marketing communications programs. To suggest that they should be treated differently argues against truly integrated Media Planning. While this paper does not suggest a comprehensive integrated Planning solution, it does outline the directions such a solution should take. Most important, it shows how all Media selections can be addressed through a common evaluative process.

  • FReach Teach: A Computer-Based System for Teaching Advertising Media Planning
    Developments in Business Simulation and Experiential Learning, 1998
    Co-Authors: John D. Leckenby, Hugh M Cannon, Hairong Li
    Abstract:

    This paper describes a computer-based learning system, designed to teach Media Planning. The system consists of a case study, combined with a decision-support system through which students can practice applying the advanced analytical tools that might be discussed in the course. In addition to describing the system, the paper will discuss the system’s performance in a beta test at a major mid-western university.

  • A “Prototyping†Approach for Incorporating Large Data Bases into Media Planning Simulations: An Example Using Magazine Media
    Developments in Business Simulation and Experiential Learning, 1995
    Co-Authors: Hugh M Cannon, Laura C. Mcgowan, Sung-joon Moon
    Abstract:

    Media Planning simulations are commonly used in both industry and marketing education to estimate the frequency distribution of Media exposure for a given advertising campaign. Typically, these simulations rely on Media exposure data from syndicated research services, such as MediaMark Research (MRI) or Simmons Market Research Bureau (SMRB). However, when Media are not included in these syndicated studies (i.e. they are “unmeasured”), they must either be excluded from the simulation, or artificial data themselves must be simulated so that they can be included. This is usually done through a process of “prototyping,” or using a measured medium as a prototype for developing the unmeasured parameters. This study describes and tests a method of prototyping in which prototypes are selected through a judgmental process.

Marianne Hageman - One of the best experts on this subject based on the ideXlab platform.

Anshu Gupta - One of the best experts on this subject based on the ideXlab platform.

  • Multi-criteria Media mix decision model for advertising multiple product with segment specific and mass Media
    2014
    Co-Authors: Sugandha Aggarwal, Anshu Gupta
    Abstract:

    Judicious Media Planning decisions are crucial for successful advertising of products. Media planners extensively use mathematical models supplemented with market research and expert opinion to devise the Media plans. Media Planning models discussed in the literature largely focus on single products with limited studies related to the multi-product Media Planning. In this paper we propose a Media Planning model to allocate limited advertising budget among multiple products advertised in a segmented market and determine the number of advertisements to be given in different Media. The proposed model is formulated considering both segment specific and mass Media vehicles to maximize the total advertising reach for each product. The model also incorporates the cross product effect of advertising of one product on the other. The proposed formulation is a multi-objective linear integer programming model and interactive linear integer goal programming is discussed to solve the model. A real life case study is presented to illustrate the application of the proposed model.

  • optimal Media Planning for multi products in segmented market
    Applied Mathematics and Computation, 2011
    Co-Authors: Remica Aggarwal, Anshu Gupta
    Abstract:

    Abstract Promotion is an essential stage of any product life cycle. All firms either concerned with single or multiple products promote their products. Advertising is the most dominated form of promotion for most of the products. Our research focuses on firms which produces a multiple range of products and advertise them using available Media options. The budget constraint forms the major restriction. The existing research in Media allocation of multiple products ignores the market segmentation and formulates the Media plan assuming all segments alike. In this paper we formulate a Media Planning problem for allocating the available budget in multiple Media that are found suitable for the advertising of multiple products considering marketing segmentation aspect of advertising. The objective is to maximize the total reach in all the segments. Goal programming technique is used to solve the problem. A case study is presented to show the real life application of the model.

Mohan Krishnamoorthy - One of the best experts on this subject based on the ideXlab platform.

  • multi period Media Planning for multi products incorporating segment specific and mass Media
    Annals of Operations Research, 2018
    Co-Authors: Arshia Kaul, Sugandha Aggarwal, Mohan Krishnamoorthy
    Abstract:

    Efficient budget allocation between different communication channels is one of the fundamental activities of any Media planner. In this paper, we attempt to develop a multi-objective integer linear programming model to determine the optimal schedule of advertisements for a set of multiple products of a firm in a segmented market (influenced by both mass and segment-specific Media) over a Planning horizon. The objectives are to maximize the gross impressions of advertisements and simultaneously minimize the advertising expenditure. To incorporate continuous changes that occur in the market, the total Planning horizon is divided into shorter time periods and decisions for each of the subsequent time periods are taken, bearing in mind the changes that have occurred in the preceding time periods. Based on the gap that exists in the extant literature, we also jointly consider, in our model, the notions of (a) carry-over effect of gross impressions, (b) spectrum effect of mass Media on segments, and (c) cross-product effect. The model is solved through a goal programming approach to achieve the best trade-off between the conflicting objectives. Further, the model could be adapted to provide solutions in a wide variety of real-life situations. This is substantiated via a numerical analysis for a firm that advertises products in the Indian market through mass and segment-specific Media.

Don E Schultz - One of the best experts on this subject based on the ideXlab platform.

  • consumer driven Media Planning and buying
    Journal of Marketing Communications, 2018
    Co-Authors: Don E Schultz, Martin Paul Block, Vijay Viswanathan
    Abstract:

    AbstractMedia Planning and buying has historically focused on efficient message distribution. Thus, most Media Planning approaches have focused on optimization models based on estimated reach and frequency. Those models assumed a hierarchy of effects base where consumers move through a purchasing journey driven by assumed Media exposures. In this exploratory paper, an argument is made for a consumer-generated Media consumption model. Thus, their focus is on Media influence rather than simply exposures. The model is demonstrated with data from a US-based online consumer data-set. The authors posit technology has made their approach superior to traditional models. A set of managerial implications is included.

  • beyond demographics enhancing Media Planning with emotional variables
    2018
    Co-Authors: Don E Schultz, Martin Paul Block
    Abstract:

    What was once a fairly simple task of selecting a basic Media vehicle from a very limited assortment of alternatives, i.e., newspapers or magazines, radio or television, signs or outdoor locations, etc., the addition of digital alternatives, such as social Media, email, interactive TV, and the like means the planner’s choices have grown exponentially. Hundreds, if not thousands of old and new Media forms are clamoring, for not just consumer attention, but that of the Media planner as well. Thus, the Media planner’s chief task, that of making the right alternative Media selection to optimize the marketer’s investment is fraught with choices.

  • simultaneous Media usage a critical consumer orientation to Media Planning
    Journal of Consumer Behaviour, 2004
    Co-Authors: Joseph J Pilotta, Don E Schultz, Gary Drenik, Philip Rist
    Abstract:

    This research study is the third in a series of surveys exploring the incidence of simultaneous Media usage among a national sample of US consumers. The research is based on 12,322 respondents who were sampled via an online network. The findings show that simultaneous Media usage, ie multiple exposures to various Media forms at a single point in time for the same Media consumer, occurs in and among a substantial portion of the US Media population. The existence of simultaneous Media exposures, created by multi-tasking consumers, is a fact in today's Media marketplace. The existence of simultaneous Media exposures undermines most current Media measurement systems as they are defined as isolated environments. Thus, the challenge of this paper is for Media management to rethink how Media evaluations should be rethought for the 21st century. Copyright © 2004 Henry Stewart Publications Ltd.