Reaching a wide audience in a fragmented market: a lesson from the United Kingdom
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(Published version)
Date
2010
Authors
Tanusondjaja, A.
Kennedy, R.
Taylor, J.
Riebe, E.
Editors
Ballantine, B.
Paul, P.
Paul, P.
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Conference paper
Citation
Australian and New Zealand Marketing Academy Conference proceedings, 2010 / Ballantine, B., Paul, P. (ed./s), pp.1-7
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Australian and New Zealand Marketing Academy Conference (29 Nov 2010 : Christchurch, New Zealand)
Abstract
Television audiences across the world are becoming increasingly fragmented as the number of channels proliferates, which makes media planning very challenging. This research considers two UK consumer goods campaigns conducted in 2008 and 2009. Matching spot reports with actual television viewing data, the impact on cumulative reach of allocating spots differently (i.e. different campaign length, spot allocation) is analysed. The research explores Ephron's 'shelf-space' advertising principles and confirms that a high level of reach is possible through spot dispersal across many channels in fragmented markets. The research also finds that using additional spots does not automatically equate to more reach - great variations in the reach achieved are possible depending upon the way in which spots are placed. Tactics to guide media planning are therefore suggested.
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Copyright 2010 ANZMAC