Consumer-driven media planning and buying. Issue 8 (17th November 2018)

• Record Type: Journal Article
• Authors: Schultz, Don E.; Block, Martin P.; Viswanathan, Vijay
• Is Part Of: Journal of marketing communications. Volume 24:Issue 8(2018)
• Page Start: 761
• Page End: 778
• Publication Date: 2018-11-17
• Subjects: Media planning -- media optimization -- media consumption -- media influence -- customer-driven data -- simultaneous media usage; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2016.1185833
• Languages: English
• ISSNs: 1352-7266

Abstract

Abstract: 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.