Media Planning Research Articles

Investor relations media mix: Media planning in the public relations sub-function

Although research in the field of investor relations has been experiencing a surge in recent years, one aspect of investor relations still commands little attention – media planning. Indeed, the research on the media mix investor relations officers use and the reasons behind such usage doesn’t seem to exist. Yet, this may be an important topic to investigate for public relations scholars. In fact, anecdotal evidence suggests that investor relations would be quite different from other public relations specializations in its media usage. However, research on media planning is not well developed in the general field of public relations itself and pales in comparison with research in such fields as advertising and marketing. This study addresses this shortcoming by developing a new approach to measuring media usage in public relations. This approach is then tested through a survey of investor relations officers. The results indicate that the main tactic used in investor relations is one-on-one interpersonal communication.

MEDIA PLANNING AS A NECESSARY CONDITION FOR INCREASING THE EFFICIENCY OF BUSINESS STRUCTURES’ DIGITAL MARKETING ACTIVITIES

The main purpose, presented in this article is to investigate and identify the problematic aspects, key features and factors of effective media planning, a conceptual scheme for creating a digital media plan as an important component of digital marketing in the direction of achieving economic efficiency of business structures.To achieve this goal, in the article, the methods of systematization and generalization, scientific abstraction, and analytical analysis have been used. To highlight the financial component of the implementation of the media plan, the methods of the system approach, system analysis and the method of logical-mathematical formalization were used for the purpose of research and study of objects by displaying the content and structure of media planning in a calculated form.The key role of media planning in digital marketing activity is defined and substantiated as an important component for comprehensive financial planning of an advertising campaign, effective financial analytics for obtaining effective results of business structures’ activity.Based on taking into account structural market transformations in the conditions of informatization and intellectualization of society, the nature of the relationship between economic indicators and the corresponding goals of business structures was determined, which proved the need to include the defined marketing and general business performance goals in the digital media plan. In the direction of achieving high-performance indicators of marketing activities, the article developed a conceptual scheme for creating an effective digital media plan.It is determined that the economic efficiency of marketing project development and implementation will depend on real-time analytics and forecasting, autonomous campaigns and the development of artificial intelligence. It is proved that in a digital media plan, stakeholders, which are representatives of the business structure or with external partners, play a key role in contributing in order to achieve the highest level of business structures’ economic efficiency.

Integrating Web 2.0 Social Media and Care Planning for Critical Appraisal of Online Content.

Integrating Web 2.0 Social Media and Care Planning for Critical Appraisal of Online Content.

Roldós y Compañía, the oldest operating advertising agency in the world

Purpose This paper aims to review the history of Roldós y Compañía, one of the oldest advertising agencies in the world and the oldest currently operating. This research aims to highlight the importance of this agency and its founder, Rafael Roldós Viñolas – the first documented advertising agent in Spain to this day – in shaping the emerging Spanish advertising industry at the end of the 19th century. Design/methodology/approach The methodology used in this paper is based on a review of period and contemporary literature, as well as on newspaper sources and documents from the private archive of Roldós, S.A. Findings In its early years, the agency’s participation in two of the most significant events for the modernization of the city of Barcelona, the Universal Exhibition of 1888 and the International Exhibition of 1929; as well as the ideation and implementation of several urban projects with the aim of finding new formulas and advertising media are factors that make it one of the most important in the country. In 1929, the alliance Roldós-Tiroleses, S.A. de Publicidad, the first great merger of advertising agencies in Spain, which lasted three years, was led. The outbreak of the Civil War and the subsequent post-war period marked a few years of business irregularities and advertising silences that gave instability to its activity. During the last third of the 20th century, the agency was immersed in the generalized advertising euphoria around the world. With the arrival of North American agencies in Barcelona and the consequent business movements, Roldós, S.A. specializes in the processing of advertisements and media planning. The 21st century began with important changes in the media planning sector, and the agency was forced to restructure its services and organizational structure. In 2022, it celebrates 150 years of uninterrupted activity, recognized by the country’s business sector. Practical implications This research aims to internationalize the history of the Roldós y Compañía agency, so that it can be studied together with other names of Anglo-Saxon advertising pioneers who were contemporaries of Rafael Roldós. Originality/value Scientific research on the history of advertising agencies, especially in Spain, is scarce, so this paper aims to help fill this gap.

Media planning of digital advertising campaigns

Under the conditions of digitalization of all sectors of social production, the study of types and features of digital advertising and its media planning acquires special importance and requires in-depth analysis. The object of research is media planning of digital advertising campaigns. The problem is the lack of a holistic scientific and practical approach to the process of media planning of advertising campaigns in the digital environment. The main criteria for the systematization of digital advertising have been identified, and the relationship between its types for the purposes of media planning was substantiated. Based on the comparison of pricing models and key metrics of digital advertising, the digital sales funnel was substantiated as the basis of media planning. The connection of goals and objectives of digital advertising campaigns with digital marketing strategies was proven, with appropriate advertising tools and digital marketing tools suggested. The project approach to media planning of digital advertising campaigns was substantiated. This made it possible to detail goals and tasks for each stage, to highlight the components of media planning. The quantitative result of the study is a fragment of the media plan of an online store of an enterprise that specializes in the production and sale of branded clothing. It has been proven that the media plan is part of the process of preparing a digital advertising campaign. Therefore, it cannot be considered in isolation from other components of this preparation and further implementation of the advertising campaign. The need to use other digital marketing tools during digital advertising campaigns was substantiated. This, due to the synergy effect, could contribute to increasing their predictive efficiency. Practical use of the proposed approach to media planning of digital advertising campaigns will ensure cost optimization due to budget redistribution and improvement of their effectiveness

Branding and Tourism in Komodo

Accommodation's competitiveness around Labuan Bajo currently drives them to strive after the COVID-19 pandemic to offer a variety of promotions on its products and services to increase brand awareness and expected visits to the super-priority destination on Komodo Island, East Nusa Tenggara. The study aims to explore how Mohini Resort Komodo, of accommodation in Labuan Bajo, performed the influencer marketing strategy for raising brand awareness through Instagram influencers in such a challenging situation. This descriptive and qualitative case study used in-depth interviews and observations to gather the idea. From the viewpoint of the two-step flow theory of communication, this study elaborates on how brands in the travel industry can use the influencer marketing framework to interact with Instagram influencers as online opinion leaders. The findings show that the resort has put into practice an influencer marketing strategy that includes 1) identifying the marketing objective, target market, and definition of success; 2) defining the best campaign strategy; 3) outlining the creative, creator, and content strategy; and 4) defining budget, target, and media planning. This research contributes to an ongoing examination of the framework for companies in the tourism industry to enforce effective influencer marketing.

Development of rules for budget allocation and methods for evaluating media plans for the digital space

The article studies methods of advertising campaign budget allocation in digital space using advertising hypotheses. The author proposes a new approach based on the use of advertising hypotheses as an advertising medium. A form of media plan specifically designed for digital space has been presented. Special attention is paid to two types of advertising campaigns: those that pay for clicks or impressions and those that use direct marketing tools (SMS, mobile notifications and email newsletters). A way to evaluate media plan effectiveness has been suggested. The author believes that the main task at the stage of media planning is to determine whether the developed advertising hypothesis is able to achieve the planned indicators. This approach can improve advertising campaigns effectiveness in digital space and ensure more accurate budget allocation. The results of the study can be useful for marketers and advertising agencies, helping them make informed decisions when planning and optimizing advertising campaigns in digital space.

Reconfiguring human-machine relations in the automation age: An actor-network analysis on automation’s takeover of the advertising media planning industry

In this age of “big data”, automated technologies have entered into the advertising media planning industry to significantly alter the client servicing process. This process involves the planning and buying of media spaces to target consumers with relevant advertisements. This study examines how the roles of human advertising media planning professionals are transforming vis-à-vis the machines by using actor-network theory and in-depth interviews with senior professionals in the field. Findings reveal how these actors conceive of automation, and map out important changes to human–machine relations through the advertising media planning process, from the conception of the media brief and media plan, to the programmatic buying of advertising spaces, tailoring of creative assets, and reporting of results.

Analysis of advertising media in automotive dealerships in Guasave, Sinaloa, México

This article is oriented on conducting a study of advertising media used in automotive dealerships in Guasave, Sinaloa, Mexico, to analyse the advertising media they use, the method used was mixed, with a descriptive approach, and data collection was carried out from November to December 2022. The results showed that automotive dealers increased the implementation of advertising resources through the Internet, adapting to the changes of consumers. However, they expressed that it is advisable to make a combination of both traditional and digital, to improve the massification of advertising information. The analysis obtained relevant information on the advantages and disadvantages of each advertising medium used, which supports companies in making decisions concerning media planning.

A Non-Intrusive Experiment to Examine the Visual Attention Data on Exposure to a Brand Using Eye Tracking

The objective of this study is to understand the influence of articulation on sports sponsorship posters of a sporting event. An eye tracking experiment was conducted to examine the visual attention data on exposure to the sponsor’s brand while viewing an advertisement poster. The respondents were asked to fill out a questionnaire based on what they could recall while viewing the poster. Quantitative data, along with the eye tracking data, was analyzed using the Mann-Whitney U test and ANOVA. Respondents between the age group of 20 to 42 years were approached using the convenience sampling method. The findings of the study ascertained that articulating an advertisement sports poster is unlikely to have a substantial impact on visual attention and brand awareness of the consumer, instead diverting the attention away from the brand to the articulated text. Furthermore, the articulation effects of sports posters depend on the degree of congruence between sponsor-event pairing, which influences visual attention, resulting in a stronger brand recall when congruence is low. This study adds to the body of knowledge on the impact of articulation in sports sponsorship, where the extant literature is still limited. Future research could consider other types of articulation, such as analogical and socio-financial, and use other techniques, such as Electroencephalogram (EEG) and Functional Magnetic Resonance (FMR), to arrive at better results. This study aimed to empirically test the effect of articulation on sports posters considering the impact of ad-design elements on attention and media planning.

Multi-layer visualization for media planning

The paper deals with data visualization for media planning. Media planning database is a collection of heterogeneous content (image/video/graphics, text, data analytics, logical expressions, …) to be aggregated, managed, and displayed together. The main contribution is the multi-layer visualization architecture that allows any type of visualization element to be created in its most appropriate libraries. Such visualization ensures spatio-temporal synchronization of displayed content, as well as the proper evolution with the user interaction. The illustrations are provided on two real (yet anonymized) media plans and show how a complex, 7 steps interaction workflow with the media plan can be dealt with.

PLANNING MEDIA ADVERTISING OF JOB VACANCIES

The primary task of media advertising planning is based on creating a measurable model that will ensure that an advertising message reaches the target group within the set deadlines and cost-effectively. Necessary activities are seen in the context of a dynamic and changing media environment, an increasingly demanding labor market, strong time pressures and insufficient information, with often unequal and inconsistent terminology. This paper examines the complex relationship between the content and context of media advertising and the positive reflections on the greater visibility of the advertising message and the activities undertaken by potential job candidates. The basic parameters on the basis of which media advertising is created, and after that the assessment of efficiency, are considered through quantitative and qualitative indicators for media planning.

Online Business Media of Ukraine: Typology and Specific Features

This article offers a new look at the specific characteristics and key typological factors of online business media in Ukraine. Knowledge of the typological structure and features of business media segmentation can be used in marketing plans and media planning. The empirical part of the article presents a comprehensive definition of the term “business journalism” in the social communication discourse of Ukraine, as well as the typology of online business media based on selected structural and functional and type-forming factors: economic and organizational, structural and functional, professional and technological. As a result of practical analysis and theoretical thinking, the article also proposes the definition of social functions of business media, which was previously overlooked by scientists.

The Referral Pattern in a Central Hospital in Iran During the First COVID-19 Peak: The Role of Media and Health Planning

Background: A better understanding of the pattern of epidemic-related referrals to healthcare centers might allow the identification of vulnerabilities and the required changes that the healthcare management system should undergo. Objectives: This study aimed to investigate the COVID-19 referral pattern and the role of media and health management planning in changing the trends. Methods: Data extracted from the electronic medical database of Imam Khomeini Hospital Complex (IKHC), located in Tehran, Iran, from February 20 to June 4, 2020 were examined. Individuals were divided into two groups, COVID-19 positive and negative. We used Google Trends to evaluate Google Internet search queries and also available policy documents, programs, and official news related to COVID-19 in Iran during the mentioned period. Results: In this study, 8647 individuals aged 46.05 ± 16.5 years were referred to IKHC. Approximately 57% were male, and 70% were COVID-19 positive. The most clinical symptoms were dyspnea, fever, cough, and myalgia. Chronic kidney disease (CKD) and type 2 diabetes mellitus were the most common underlying health conditions. In the first two weeks, the percentage of negative cases was higher than positive cases and then the pattern was reversed, when people searched for information about COVID-19 in media. Conclusions: Proper and timely information and education to people through the media and health management measures can be effective in reducing unnecessary visits to health centers, preventing the exhaustion of medical staff, and controlling the disease during epidemics.

Strategic new product media planning under emergent channel substitution and synergy

New product and service introductions require careful joint planning of production and marketing campaigns. Consequently, they typically utilize multiple information channels to stimulate customer awareness and resultant word‐of‐mouth (WOM), availing of standard budget allocation tools. By contrast, when enacting strategic allocation decisions—which must align with other management imperatives—dividing expenditures across channels is far more complex. To this end, we formulate a multichannel demand model for new products (or services), amenable to analysis of inter‐ and intrachannel interaction patterns and with the WOM process, without building such interactions directly into the modeling framework. To address the notorious complexity of media planning over time, we propose a novel decomposition of the multichannel dynamic programming problem into two distinct “tiers”: the strategic tier addresses how to allocate total expenditure across channels, while the tactical tier studies how to allocate the channel‐specific budgets (determined in the strategic tier) over time periods. This decomposition enables optimal media strategies to sidestep the curse of dimensionality and renders the model pragmatically estimable. Strategic tier analysis suggests a variety of novel insights, primarily that funds should not be allocated based on (relative) channel effectiveness alone but also systematically aligned with WOM generation. Specifically, each channel can face a “chasm‐crossing” threshold, abruptly transitioning the adoption process from lead‐users to mass‐market penetration. Moreover, the model provides actionable managerial insights into when, and which, channel interactions are synergistic versus substitutive. Specifically, a channel's interactions are governed primarily by its own “leverage” (potential demand impact) and the WOM‐based demand “momentum” (market penetration) it can generate, affording a novel basis for channel typography and firm action. The modeling framework is illustrated by examining camera sales for two media channels (free‐standing inserts and radio) and their effects over 28 months. We use Bayesian machinery to estimate a highly flexible diffusion‐based model, along with forecasts, media plans, and both theoretical and empirically‐based qualitative insights.

Efficient Planning and Selection of Media Advertising Using Linier Programming and Machine Learning Methods

Due to rapid development of information technology and drastic innovations in technology that change customers' media use behavior, it is necessary to analyze the data and make systematic predictions in media planning and selection. Our research used linear programming method to plan and select media and put forward the most effective way to deliver advertising to the most targeted users at the lowest cost. In this study we used data from 2,451 households in 9 districts of Ulaanbaatar, 17 local aimags*, and 26 soums* in the 2020 National Syndicate Survey to determine the lifestyle of Mongolians, as well as data from more than 300 media outlets of 9 types, including such as television, internet, and social media. The study examined the factors that influence amount of time spent on television, website, social media, and FM radio using multinomial logit and multinomial probit models. However, the fact that consumers spend a lot of time on a media outlet does not mean that their purchasing decision will be affected. Therefore, we used the feature selection method based on 16 indicators to determine which media channel ad the customer viewed and made a purchase. We analyzed media users based on 54 data mining and classification indicators, including age, gender, and location. As a result of the study we developed a framework, highlighted the national media use behavior, and proposed a media planning methodology for businesses. The principal author of the article Mr. Amgalanbaatar Dagdandorj is a doctoral student at the Department of Marketing and International Trade of the Business School, National University of Mongolia. He is a CEO of the research and consultation company Mongolian Marketing Consulting group. He developed a research methodology for the National media use syndicate survey and received the copyright certificate. The current research analyzed the survey data implemented during the last eight consecutive years in Mongolia within the dissertation framework of “Efficient planning and selection of media advertising using linear programming and machine learning methods” as a requirement for a degree of Doctor in Business Administration. As for this work, D. Amgalanbaatar, as the principal author of the article, worked on the research data analysis, developed a methodology and modeling as well as media planning model and recommendations for its application. The last author of this article, Dr. Batnasan Namsrai, works as a Professor at the Marketing and International Trade Department of the Business School, National University of Mongolia. He is the academic advisor of the doctoral student and worked as a consultant in developing the methodology and design of the National media use syndicate survey. As the last author of the current article, he formulated a general methodology and developed the logic and format of a scientific article. The findings and the planning model developed on its basis can be the primary source for effective planning of the country's marketing and advertising activities of Mongolian business, government and media organizations.

Цифровые технологии медиапланирования на основе экономико-математического моделирования

The article focuses on the theoretical and practical aspects of media planning software development. Media planning helps increase the effectiveness of problem-solving in a modern digital society; it is necessary both for private businesses and government agencies. This paper describes the development of digital media planning tools with the help of economic and mathematical modeling. These tools include analytical and numerical methods for planning and optimizing advertising placement, methods for monitoring media and market parameters, as well as software products for media planning, marketing and advertising research. The resulting media planning software were published on the website c-mix.ru. These programs can be used to devise optimal media plans based on up-to-date data on media consumption by various target audiences, calculate such parameters as audience coverage, distribution of coverage by the number of advertising contacts, the average number of advertising contacts, etc.

Media studies in scientific and educational discourses: in search of a research object

In 2019, the Borys Hrinchenko Institute of Journalism of Kyiv University began work on a new research topic "Media Studies in Scientific and Educational Discourses" (2019-2024), the relevance of which is due to: 1) the need to form a new direction in Ukrainian scientific discourse - media studies , which is in the process of finding its research object, delineating the boundaries of the field, formulating theoretical positions, defining practical areas of application, approval of its own metalanguage and methodology; 2) the need to combine in the educational process the theory of media studies and media practice; 3) the general tendency to carry out interdisciplinary and intersectoral integrated research; 4) the lack of Ukrainian scientific discourse not only special works on the formation of media studies as one of the youngest branches of science, but also generalizing theoretical research on the typology of media studies disciplines, which in teaching practice for several years in a row typological media studies. Evidence of this is, for example, the following list of disciplines at the Institute of Journalism: "Media Culture", "Media Education", "Media Policy", "Media Law", "Media Psychology", "Media Psychology", "Media Management and Media Marketing", "Media Economics", "Media Economics", "," Media Policy and Information Security "," Media Law and Protection of Intellectual Property "," Media Planning and Media Forecasting "," Mediarelationships "and others. (information as of December 2019).

4.6 DIGITAL DANGERS: HOW TO THINK ABOUT INCORPORATING ASSESSMENT OF DIGITAL MEDIA INTO SCHOOL THREAT ASSESSMENTS

Objectives: Adolescents in the United States spend over 7 hours daily on screens, and through the use of a smartphone, the majority of youth have been able to integrate digital media continuously into multiple facets of daily life. Even before the onset of the 2020 COVID-19 pandemic, youth included screens in many aspects of growth and development, including academic achievement, family and social connections, and identity exploration. Thus, it has become increasingly challenging to keep a teenager’s actions on digital media outside of the school perimeter, especially when these actions may appear malicious or threatening in nature. This presentation will: 1) help child and adolescent psychiatrists review the most common digital media–related incidents that might precipitate a school threat assessment;and 2) provide guidance to parents and school officials regarding how to approach these digital media–related threats and navigate the student’s continued use of these media. Methods: This presentation will review common ways in which safety concerns might arise from student behaviors on digital media. Using case examples, we will help participants to evaluate digital media–based threats differently from those made directly in person. Finally, we will guide participants through drafting media plans for students who engage in online threatening behaviors. Results: Schools may cite numerous safety concerns regarding a student’s online behavior including cyberbullying, involvement in extremist forums/fringe groups, or even gaming. While the substantive nature of all potential threats must be determined, digital media in particular may facilitate a teenager’s participation in online aggression through a lack of face-to-face accountability and group-think. After a threat is made, the initial inclination may be to recommend removal of a teenager’s access to digital media;however, this decision is not without ramifications, and as such, we recommend the use of concrete media planning. Conclusions: Digital media will remain a constant in adolescents’ lives, and therefore, threatening behavior will continue to make its way into the school from cyberspace. For this reason, it is imperative that child and adolescent psychiatrists who interface with schools have awareness of how the virtual world can influence aggressive behavior and how to help schools respond to digital threats. AGG, EDUC, SAC

YAPAY ZEKÂNIN HALKLA İLİŞKİLERİN GELECEĞİNE ETKİSİ: TÜRKİYE’DE HALKLA İLİŞKİLER PROFESYONELLERİ EKSENİNDE BİR ALAN ARAŞTIRMASI

Araştırmada, halkla ilişkiler profesyonellerinin hangi teknoloji, araç ve yazılımları kullandıkları, bu araçları kullanım sıklıkları, teknoloji, araç ve yazılımların halkla ilişkiler süreçlerine etkilerini nasıl değerlendirdikleri, yapay zekâyı bir fırsat mı yoksa bir tehdit olarak mı gördükleri ile kendilerini teknolojik dönüşüme hangi ölçüde hazırladıklarını tespit etmek amaçlanmıştır. Araştırmanın örneklemini, güncel gelişmeleri ve teknolojik yenilikleri takip ederek iş akışlarına dahil etme performansı yüksek olarak kabul edilen Türkiye Halkla İlişkiler Derneği (TÜHİD) üyesi İstanbul merkezli 77 halkla ilişkiler ajansı oluşturmaktadır. Veriler, örneklemi oluşturan katılımcılardan, 1 Şubat – 1 Nisan 2021 tarihleri arasında, nicel veri toplama aracı olan “anket” aracılığıyla toplanmıştır. Araştırmanın amacına uygun olarak elde edilen veriler bilgisayar ortamına aktarıldıktan sonra SPSS 16.0 veri analiz programına kodlanmış; frekans dağılımı ve yüzde olarak tanımlayıcı istatistikler ile değerlendirilmiştir. Elde edilen verilere göre, katılımcıların büyük çoğunluğunun çeşitli teknoloji, araç ve yazılımlardan en az birini kullandığı; en fazla kullanılan teknoloji, araç ve yazılımların analitik, görüntü yönetimi, kampanya yönetimi, sosyal medya yönetimi, yazma, araştırma, planlama ve ölçme kategorilerinde yer aldığı; teknoloji araç ve yazılımların iş süreçlerini olumlu yönde desteklediği; yapay zekânın halkla ilişkiler süreçlerini hızlandırarak etkisini artırmak ve rekabet avantajı kazanmak için bir fırsat olarak görüldüğü ve bir tehdit unsuru olarak algılanmadığı; son olarak katılımcıların büyük çoğunluğunun, yapay zekâ teknolojileri aracılığıyla gerçekleşecek dönüşüme çeşitli şekillerde hazırlandığı tespit edilmiştir. Halkla ilişkiler ve yapay zekâ ilişkisini araştıran kapsamlı çalışmalar 2018 yılından bu yana hızlanmıştır. Türkiye’de de bu amaçla yapılmış çalışmaların kapsamı sınırlıdır. Gerçekleştirilen bu araştırmanın, teknolojik dönüşüme adaptasyon ve yapay zekâ teknolojileri konusunda halkla ilişkiler sektöründeki farkındalığı artırmak açısından önem arz ettiğini ve bu nedenle alana katkı sunacağını söylemek mümkündür.