Brand media selection method: the brand manager back in control

Blair, R.C.J. (2012) Brand media selection method: the brand manager back in control.

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Abstract:Research motives and goals: Brand managers currently face four main challenges in media selection. Firstly, media selection is becoming increasingly complex as the media landscape is continuously evolving and more media options become available. Secondly brand managers are unable to digest the volume of information because of the complexity of the campaign requirements and the large variety in characteristics between media. Thirdly, briefing a professional media agency proves a challenge for brand managers in practice. Finally brand managers of fast movers are unable to adequately and promptly respond to changes within campaigns. The main focus of this study therefore was to provide brand managers with a Brand Media Selection Method to regain control over the media selection process by determining which media selection methods are available and out of which steps the process of media selection should consist. The following research question was formulated to deal with this issue: “What method could fast movers implement to regain control of the media selection process within brand campaigns?” Research Methods: Based on consumer purchasing decision processes five models were developed: 1. Five-step media selection model, 2. Brand Media Criteria Model, 3. Brand Media Landscape Model, 4. Brand Media Comparison Model, 5. Brand Media Formative Evaluation Model. Additionally, the Brand Media Criteria Tool and the Brand Media Comparison Tool were developed to aid brand managers during the media selection process. A qualitative research method was chosen to validate the media criteria and media characteristics that lay the foundation for these tools. For the validation of the media criteria it was chosen to conduct a document study at Douwe Egberts B.V. For the validation and weighting of the media characteristics a written online Delphi method was used among various experts of the field of marketing. Research results and conclusions: Literature has indicated that the current media selection theories are inadequate. By focusing on consumer purchasing decision processes, an innovative five-step Brand Media Selection Method was developed by which the main research question was successfully answered. During the development of the Brand Media Criteria Tool and Brand Media Comparison Tool both media criteria and characteristics were validated. In conclusion, the Brand Media Selection Method is a clear and innovative five-step media selection method that allows the brand manager to regain control of the media selection process.
Item Type:Essay (Master)
Clients:
Douwe Egberts Nederland B.V. , the Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/62480
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