Is it all about the Price? Decision Drivers Affecting Ad Placement of Media Planners in Magazines

The role of media brands in media planning

“…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." That this still holds true today, is confirmed through media planning practice (Ipsos, 2008) as well as more recent research 100 (King & Reid, 1997;Knuth et al, 2013). Amongst the most frequently discussed criteria are context and involvement.…”

“…This group of professionals was chosen because of its central position and gatekeeping function with regards to the selection and buying of advertising space and time (Bulearca & Bulearca, 2009;Knuth, 2012;Knuth et al, 2013;Sánchez-Tabernero, 2006).…”

“…Research also shows that a positive experience with a medium leads to better advertising efficiency (Malthouse, Calder, & Tamhane, 2007). As a result, the editorial environment has a positive influence on the willingness to place an advert (Knuth et al, 2013). 115 The editorial environment is linked to the audience's involvement with the media product.…”

“…Certain demographic and psychographic aspects increase media planners' willingness to buy 150 advertising space (Coffey & Wurst, 2012;Katz, 2010;Knuth et al, 2013). Media brands not only stand for the audience; they are able to reach them and are more likely to increase their involvement through activation and context, but can serve as a signal for the editorial environment (Baumgarth, 2004).…”

“…Media research tends to focus on the audience side of media brands and neglects the importance of branding in advertising and media planning. Ots and Wolff (2008) state that media brands influ-35 ence the media buyers' selection process, whereas a recent study by Knuth, Kouki, and Strube (2013) points out the value of qualitative selection criteria in general. However, details about the media brand, which is considered along with other qualitative criteria in media planning, remain unknown.…”