Matches in SemOpenAlex for { <https://semopenalex.org/work/W2965547510> ?p ?o ?g. }
Showing items 1 to 91 of
91
with 100 items per page.
- W2965547510 abstract "Media planning should be orientated to optimise effectiveness, however the ongoing digitisation of media channels, proliferation of media vehicles and fragmentation of target audiences (Bianco, 2004), continues to complicate the process of selecting media through which to deliver effective marketing communications and has reinforced the complex, silo driven, intra-media planning environment (Assael, 2011) with channel decisions being taken in isolation via unrelated and unconnected media measurement (Schultz, 2006). But is it possible to identify real media effectiveness? Jenkinson (2007) highlights that planning is often polarised between ‘attitudinal’ and ‘behavioural’ paradigms, which view ‘effectiveness’ differently. A number of studies have sought to identify the most effective medium, either across an ‘all adults’ sample frame (Danaher & Rossiter, 2011, Meulders, 2011) or via media usage structures (Grenville & Novak, 2010) but measurement criteria differ. This study seeks to identify if a common understanding of ‘media effectiveness’ can be found that enables robust comparison of media. In addition, it looks to test the principle of media usage segmentation and explores whether effectiveness varies by such audience segmentation. In depth interviews with agency and corporate media planners will be undertaken followed by a consumer survey segmented across digital natives and digital immigrants." @default.
- W2965547510 created "2019-08-13" @default.
- W2965547510 creator A5074911004 @default.
- W2965547510 date "2012-07-03" @default.
- W2965547510 modified "2023-09-27" @default.
- W2965547510 title "Media Planning in the digital environment can one define relative media effectiveness" @default.
- W2965547510 cites W1505999675 @default.
- W2965547510 cites W1525907130 @default.
- W2965547510 cites W1578935983 @default.
- W2965547510 cites W1607208425 @default.
- W2965547510 cites W1778314522 @default.
- W2965547510 cites W1968407771 @default.
- W2965547510 cites W1974901469 @default.
- W2965547510 cites W1982062122 @default.
- W2965547510 cites W1992098088 @default.
- W2965547510 cites W2004184632 @default.
- W2965547510 cites W2011554523 @default.
- W2965547510 cites W2033979702 @default.
- W2965547510 cites W2038715703 @default.
- W2965547510 cites W2050180484 @default.
- W2965547510 cites W2055557920 @default.
- W2965547510 cites W2061644260 @default.
- W2965547510 cites W2068826231 @default.
- W2965547510 cites W2071712397 @default.
- W2965547510 cites W2072276866 @default.
- W2965547510 cites W2086710529 @default.
- W2965547510 cites W2091558150 @default.
- W2965547510 cites W2093650351 @default.
- W2965547510 cites W2106998212 @default.
- W2965547510 cites W2266639535 @default.
- W2965547510 cites W2269483953 @default.
- W2965547510 cites W2319650724 @default.
- W2965547510 cites W2324616146 @default.
- W2965547510 cites W2325627778 @default.
- W2965547510 cites W2327727836 @default.
- W2965547510 cites W69811547 @default.
- W2965547510 hasPublicationYear "2012" @default.
- W2965547510 type Work @default.
- W2965547510 sameAs 2965547510 @default.
- W2965547510 citedByCount "0" @default.
- W2965547510 crossrefType "journal-article" @default.
- W2965547510 hasAuthorship W2965547510A5074911004 @default.
- W2965547510 hasConcept C108170787 @default.
- W2965547510 hasConcept C112698675 @default.
- W2965547510 hasConcept C136764020 @default.
- W2965547510 hasConcept C144024400 @default.
- W2965547510 hasConcept C144133560 @default.
- W2965547510 hasConcept C154945302 @default.
- W2965547510 hasConcept C162853370 @default.
- W2965547510 hasConcept C17632256 @default.
- W2965547510 hasConcept C36289849 @default.
- W2965547510 hasConcept C41008148 @default.
- W2965547510 hasConcept C89600930 @default.
- W2965547510 hasConceptScore W2965547510C108170787 @default.
- W2965547510 hasConceptScore W2965547510C112698675 @default.
- W2965547510 hasConceptScore W2965547510C136764020 @default.
- W2965547510 hasConceptScore W2965547510C144024400 @default.
- W2965547510 hasConceptScore W2965547510C144133560 @default.
- W2965547510 hasConceptScore W2965547510C154945302 @default.
- W2965547510 hasConceptScore W2965547510C162853370 @default.
- W2965547510 hasConceptScore W2965547510C17632256 @default.
- W2965547510 hasConceptScore W2965547510C36289849 @default.
- W2965547510 hasConceptScore W2965547510C41008148 @default.
- W2965547510 hasConceptScore W2965547510C89600930 @default.
- W2965547510 hasLocation W29655475101 @default.
- W2965547510 hasOpenAccess W2965547510 @default.
- W2965547510 hasPrimaryLocation W29655475101 @default.
- W2965547510 hasRelatedWork W1495739471 @default.
- W2965547510 hasRelatedWork W1965763685 @default.
- W2965547510 hasRelatedWork W1989720931 @default.
- W2965547510 hasRelatedWork W2174867535 @default.
- W2965547510 hasRelatedWork W2184825166 @default.
- W2965547510 hasRelatedWork W2241287265 @default.
- W2965547510 hasRelatedWork W2403870093 @default.
- W2965547510 hasRelatedWork W2479276580 @default.
- W2965547510 hasRelatedWork W2527079344 @default.
- W2965547510 hasRelatedWork W2620668133 @default.
- W2965547510 hasRelatedWork W2739365156 @default.
- W2965547510 hasRelatedWork W2741952977 @default.
- W2965547510 hasRelatedWork W2794655893 @default.
- W2965547510 hasRelatedWork W2885667620 @default.
- W2965547510 hasRelatedWork W2903265498 @default.
- W2965547510 hasRelatedWork W2921743137 @default.
- W2965547510 hasRelatedWork W2969117461 @default.
- W2965547510 hasRelatedWork W3193990501 @default.
- W2965547510 hasRelatedWork W87524761 @default.
- W2965547510 hasRelatedWork W17855198 @default.
- W2965547510 isParatext "false" @default.
- W2965547510 isRetracted "false" @default.
- W2965547510 magId "2965547510" @default.
- W2965547510 workType "article" @default.