Consumer-driven media planning and buying

Media 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 dr...

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Bibliographic Details
Published inJournal of marketing communications Vol. 24; no. 8; pp. 761 - 778
Main Authors Schultz, Don E., Block, Martin P., Viswanathan, Vijay
Format Journal Article
LanguageEnglish
Published London Routledge 17.11.2018
Taylor & Francis Ltd
Subjects
Advertising agencies
customer-driven data
media consumption
media influence
media optimization
Media planning
Media planning & buying
simultaneous media usage
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Summary:Media 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.
ISSN:1352-7266
1466-4445
DOI:10.1080/13527266.2016.1185833