A 30-Year Assessment of the Media Planning Literature

The State of Media Planning Research: A 16-Year Assessment, 1992–2007

“…This study examined the major publication outlets for media planning research in advertising, communications, and marketing to provide an understanding of the contributions of academic research, as well as insight into practical implications of the research represented in the literature. In addition, together with the findings of Pasadeos et al (1997), the findings from this study present an overall view of the media planning literature. For this reason, as detailed later, the current investigation implemented a coding scheme similar to the one used by Pasadeos et al (1997), which allowed the researchers to make direct comparisons of the findings when meaningful insights could be drawn.…”

“…In addition, together with the findings of Pasadeos et al (1997), the findings from this study present an overall view of the media planning literature. For this reason, as detailed later, the current investigation implemented a coding scheme similar to the one used by Pasadeos et al (1997), which allowed the researchers to make direct comparisons of the findings when meaningful insights could be drawn.This article is organized as follows. We first examine the distribution of the media planning articles within seven major media planning publications.…”

“…Advertising media researchers, in particular, try to monitor and address the needs of media planners not yet assessed by existing research. Thus, it is of great importance to keep up with the most recent media planning research, which would allow scholars to direct their future studies in order to improve our knowledge about the media planning theory and practice.The purpose of this study was to update, extend, and enrich the Pasadeos et al (1997) work. In the current study, we reviewed the most recent media planning publications covering the 16-year period from 1992 to 2007.…”

The role of media brands in media planning

“…While quantitative criteria such as reach or frequency have dominated media planning for many years, qualitative criteria are becoming more important (de Pelsmacker et al, 2010). Research on the latter is on the rise as well (Cheong & Kim, 2012;Pasadeos et al, 1997). 95 Gensch (1970, p. 176) pointed out early that "selection of the most effective television shows, radio programs, magazines, newspapers, and other media vehicles to convey a message to a target population has always been more involved than simply selecting the set of media vehicles with the lowest cost-per-thousand."…”

“…Media planning is a sub-field of advertising (Pasadeos, Barban, Yi, & Kim, 1997). It comprises a series of decisions regarding the best means of delivering advertisements to prospective purchasers of a brand (Sissors & Baron, 2010).…”