»
The first installment of data from Compose, a new channel planning tool developed jointly by WPP’s Kantar Media Research unit and Dutch software developer pointlogic, shows that the most powerful overall medium is print editorial content, Mediapost reports. TV advertising ranks next, followed by in-store advertising, newspaper advertising, magazine ads, company websites, online search, radio ads, and free customer magazines.
Outdoor ads, direct mail, cinema advertising, branded internet advertising, and transit ads ranked much lower in the study.
The new system was designed to bring the same thoroughness to channel planning that agencies have traditionally used for media planning. Big media shops have been increasingly embracing the idea of communications channel planning, and many have come up with their own methods of measuring the mix.
Compose, similar to another system known as Media Contact Audits, is based on three elements: a survey of 2,200 U.S. consumers, a survey of 60 U.S. media planning and buying executives, and a computer modeling system that processes the data. The system is designed to be installed on the desk of every media planner within the agencies that subscribe.
If that happens, media buyers could begin to use it as a tool for testing various mix scenarios, said Sarah Power, vice president-director of consumer strategies at Carat. That’s because when specific consumer attributes - such as the ability to generate awareness of a brand, communicate the price of an advertising message, or convey trust - major differences in communications channels emerge, allowing for a possible shift in conventional thinking about the role of media.
Arbitron has reached a settlement with the State of New York, in a move that will resolve all claims against Arbitron that were alleged in the lawsuit filed against the company by the NY Attorney General relating to the marketing…
Just weeks after shuttering the print edition of PC Magazine and moving it entirely online, Ziff Davis has announced that it is closing the books on Electronic Gaming Magazine, due to the sale of its collection of video game sites,…
Angered by a London bus advertisement that sent her to a website where she was told that she was going to hell, to spend all eternity in torment, comedy writer Ariane Sherine decided to launch a counter-campaign.
She began raising…
Time Warner said today that the economy has been more challenging in terms of its advertising business than it had expected, particularly at AOL and the Time Inc. publishing units.
The company said it will post a net operating loss…
On its Google Checkout page, Google claims a “Checkout” icon can increase ad click-through by 10%. (At least one client, Fred Lerner of e-commerce network Ritz Interactive, claims the Checkout icon increased clickthroughs by 23%.)
What’s more, Google Checkout users purportedly…
Though 97% of U.S. small-business owners have some degree of concern about today’s dismal economy, 26% plan to spend more on advertising - especially online and direct - and another 60% plan to spend about the same as in 2008,…
