The role of media brands in media planning

Abstract

5Brand management is well established in the media industry. However, little research exists on the role of a media company's brand in the media planning process. Exploring the brand's relevance from a theoretical perspective, we argue that it is linked to other qualitative criteria. The results of our exploratory study show that for media planners in Austria and Switzerland, the media brand is most important when 10 advertising for specialty goods, in the premium market segment and in magazines and newspapers. We conclude by presenting implications for media companies' brand management to fully exploit their brands' potential.

The influence of television content on advertisement: a neurophysiological study

“…For each program typology, one high-quality and one low-quality television content were selected, for a total of six television shows under test. The quality of the television content, indeed, may affect the relationship between media content and advertisement (Gunter et al, 1997) where specific editorial quality may impact advertising success (Sommer and Marty, 2015). The level of quality was defined by a team of four experts operating in the advertisement field.…”

La planificación publicitaria de la prensa online: Nativos digitales vs. tradicionales

“…La planificación de medios publicitarios es un proceso de toma de decisiones (González Lobo y Carretero, 2003;Perlado, 2006;García Uceda, 2011;Ayestararán et al, 2012;Sommer & Marty, 2015;Estanyol et al, 2016;Papi et al, 2017;De Frutos, 2018;Knuth y Engel, 2021;Kouki-Block & Wellbrock, 2022) cuya tarea fundamental reside en "distribuir eficazmente los recursos disponibles, es decir, el presupuesto publicitario, entre la diversidad de medios y soportes existentes en el mercado, obteniendo la combinación que mejor satisfaga los objetivos del anunciante" (De Frutos, 2018:14). La proliferación de nuevo soportes, que comenzó en la década de los 90 y continuó con la llegada de internet, aunado al avance tecnológico, ha generado que esta parte del proceso publicitario se convierta en un pilar esencial para conseguir la eficacia de los mensajes comerciales, "evolucionando en paralelo a las propias mutaciones del sector" (Perlado et al, 2020:105).…”