Advanced Search
MyIDEAS: Login to save this paper or follow this series

Media Selection for Marketing Communication - an exploratory study among marketing managers -

Contents:

Author Info

  • Rademaker, Claudia A.

    ()
    (Department of Marketing and Strategy)

Registered author(s):

    Abstract

    For marketing managers, decisions in media planning and consequently the media selection are becoming increasingly complex and challenging as more media options are available. This exploratory study examines the factors that guide and influence marketing managers when selecting media for their ad campaigns. The extent to which green environmental issues, advertiser-agency cooperation and the economic recession influence media selection is focused on. The sample was chosen on the basis of a cluster analysis on annual media investments among the largest advertisers in Sweden. The results of the cluster analysis showed some correspondence with type of industry and revealed eight clusters with different portfolios of media expenditures. The results of the interviews indicated that despite companies’ environmental policies, green environmental issues do not seem to be considered by the marketing managers in this study when selecting advertising media. Among the marketing managers it is perceived that considering the green environment when selecting advertising media is not part of their responsibility. The results also indicated that the marketing managers spend a great amount of time on selecting and building relationships with new agencies. Rather than primarily agency performance evaluations, the marketing managers indicate personal chemistry to be a key element for good collaboration between advertisers and agencies. Compared to earlier studies on developing advertiser-agency relationships, the marketing managers in this study seem to be more similar to American than to Dutch marketing managers in the sense that they put social bonding before agency performance evaluations. The lack of personal chemistry was found to be one of the main reasons for companies to switch agencies. The interviews revealed that it is primarily the marketing manager that is involved in the media selection and that the role of agencies is to give additional secondary input on the matter. The marketing managers in this study indicate that in times of an economic recession there is a stronger need to be flexible and to adjust marketing (communication) plans which is in line with prior research. In addition, the marketing managers perceive an economic recession to provide better negotiation opportunities with agencies and media suppliers. This study may add to previous findings by indicating that during an economic recession receiving special offers from media suppliers is popular among the marketing managers which may lead to adjustments of the marketing communication plan and thus to more ad hoc media decisions. Furthermore, this study concludes with a discussion on the factors that may hinder marketing managers from performing more effective media selection, e.g. basing media selection on mostly previous experience, main agency appointment, short term agency collaboration and the non-use of models.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://swoba.hhs.se/hastba/papers/hastba2011_004.pdf
    Download Restriction: no

    Bibliographic Info

    Paper provided by Stockholm School of Economics in its series Working Paper Series in Business Administration with number 2011:4.

    as in new window
    Length: 54 pages
    Date of creation: 11 Nov 2011
    Date of revision: 11 Nov 2011
    Handle: RePEc:hhb:hastba:2011_004

    Contact details of provider:
    Postal: The Economic Research Institute, Stockholm School of Economics, P.O. Box 6501, SE 113 83 Stockholm, Sweden
    Phone: +46-(0)8-736 90 00
    Fax: +46-(0)8-31 01 57
    Email:
    Web page: http://www.hhs.se/
    More information through EDIRC

    Related research

    Keywords: Marketing Managers; Media Selection; Advertising; Marketing Communication; Green Environment; Advertiser-agency Cooperation; Economic Recession;

    This paper has been announced in the following NEP Reports:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:hhb:hastba:2011_004. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Helena Lundin).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.