OPTIMIZATION OF MEDIA PLANNING VARIABLES FOR TELEVISION BASED ON THE ADVERTISER’S INDUSTRY


Marketing a obchod

OPTIMIZATION OF MEDIA PLANNING VARIABLES FOR TELEVISION BASED ON THE ADVERTISER’S INDUSTRY

The market research institutes that measure the impact of advertising campaigns aggregate their results according to different criteria in order to provide clients with a normative Framework or framework of reference. In addition to the volume of advertising investment, one of the most common criteria is the industry or product category, due to its influence on effectiveness measures. The academic literature has likewise underscored the need to take into account a product category when assessing advertising effectiveness (Vakratsas & Ambler, 1999). The concepts of industry and product category have drawn attention from researchers because of their usefulness in defining business strategies. For example, the interest in dividing markets into subgroups based on industries and product categories is grounded in the possibility of conducting a more comprehensive and accurate analysis of the competition and competitive advantages.
Jméno a příjmení autora:

Pedro Reinares-Lara, Josefa D. Martín-Santana, Eva Reinares-Lara

Rok:
2019
Ročník:
22
Číslo:
1
Klíčová slova:
Television advertising, media planning variables, advertiser’s industry, advertising recall
DOI (& full text):
Anotace:
Despite evidence of the influence of the industry or product category to which a brand belongs on advertising effectiveness, very few studies have analyzed the advertiser’s industry as a variable…více
Despite evidence of the influence of the industry or product category to which a brand belongs on advertising effectiveness, very few studies have analyzed the advertiser’s industry as a variable infl uencing the advertising recall. This study aims to analyze the direct effect that the advertised brand’s industry has on unaided advertising recall, as well as the moderating role it plays in the relationship between this recall and the following media planning variables: (1) spot length, (2) the advertising pressure put behind the brand, (3) the position of the commercial break in relation to the program, (4) the advertising clutter of the break (5), indication of the break’s duration, (6) the spot’s relative position in the break, and (7) primacy and recency effects. This study uses an innovative methodology that make it possible to measure spot recall in an environment that had been absolutely adjusted to the real conditions of a television audience. To this end, two sources of information that are usually used independently were combined: (1) audience data provided by the firm Kantar Media; and (2) data from ad-hoc computer-assisted telephone interviews (CATIs) administered to a sample of 2,000 individuals. The results suggest that the advertiser’s industry should be treated as another media planning management variable that can be used to improve a television campaign’s advertising effectiveness. Specifically, advertisers can use it to optimize their management of conventional variables (spot length, spot position, the brand’s advertising pressure, etc.) to achieve maximum recall. Some industries may benefit more than others from qualitative management of the media planning variables. The main contribution of this study is to provide a better understanding of the state of the issue and to establish useful implications in the optimization of media planning for broadcasters, media planners, and advertisers.

Sekce:
Marketing a obchod

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