A Model for Evaluating
Converging Media for
Advertising Purposes
By Mattias Svahn, Richard Wahlund, Marie Denward, Claudia
Rademaker and Patrik Nilsson
A Model for Evaluating Converging Media for
Advertising Purposes
• The learners are students of marketing science, (students) or
practitioners with a need to deepen their strategic insights (executive
education).
• They have a good level of current insight into marketing science and
practices.
• This is designed for 2 x 45 minutes
A Model for Evaluating Converging Media for
Advertising Purposes
The overall goal of this presentation is that the students should be able
to…
• …understand the opportunities and pitfalls of expanded media
• …understand how all the opportunities of expanded media still must
work in the service of a marketing and media strategy.
• …workshop transmedia design ideas that can approach different
branding needs.
A Model for Evaluating Converging Media for
Advertising Purposes
•
•
•
•
•
•
•
•
Step A in fig. 1). Colley (1961) formulated it the in the classic DAGMAR acronym –
Defining Advertising Goals for Measured Advertising Results.
Step B is an assessment of the communication environment, e.g. legal aspects, local
media consumption habits and competitors’ communication efforts, the brands´
share of voice and assessing possible trends in media mix compositions of the
competitors.
Step C is an evaluation and selection of IMC alternatives. It determines the type of
marketing communication activities that are required in order to reach the
communication objectives (Cannon et al. 2002; Wahlund et al. 2013).
Step D is to set the media objectives in terms of reach, frequency and impact, cost,
weight and continuity, i.e. a continuous , pulsing or flighting schedule (De
Pelsmacker et al. 2007).
Step E), the communication objective(s) are allocated to different types of media.
Step F), the specific media vehicles to be used are identified .
Step (G) consists of adjusting the media schedule to make sure each task is
supported and the frequency value is maximized.
The media planning process ends with buying media space (H).
Figure 1: A basic model for media planning (Wahlund et al. 2013,
developed from Cannon et al. 2002, and De Pelsmacker et al.
2007
A Model for Evaluating Converging Media for
Advertising Purposes
A model to be used to categorize and define converging media and media
mix for evaluation of their efficiency for an advertising campaign.
A Model for Evaluating Converging Media for
Advertising Purposes
Student exercises and activities, after having read the recommended readings
the student can:
1: Existing campaigns
1a) Find three current transmedia marketing activities that incorporate at least
two of the proposed models three dimensions of expansions
1b) present how and why those expansions meet brand needs.
2: Hypothetical campaigns
Consider what would happen if a brand with a problem would enter into a
collaboration with a transmedia producer.
A Model for Evaluating Converging Media for
Advertising Purposes
Recommended Readings
Academic
• Montola et.al Pervasive Games: Theory and Design (Morgan Kaufmann Game Design Books) http://www.amazon.co.uk/PervasiveGames-Theory-Design-Kaufmann/dp/0123748534/ref=sr_1_1?s=books&ie=UTF8&qid=1452865450&sr=11&keywords=pervasive+games+theory+and+design
• Glas, René. "6. Breaking reality: Exploring pervasive cheating in Foursquare." Playful Identities (2015): 131.
http://todigra.org/index.php/todigra/article/view/4/3
• Kwon, C., Kim, Y., & Woo, T. (2015). Digital–Physical Reality Game Mapping of Physical Space With Fantasy in Context-Based Learning
Games. Games and Culture, 1555412014568789.http://gac.sagepub.com/content/early/2015/01/22/1555412014568789.full
Business
• 11 Unreal Augmented Reality Examples http://www.creativeguerrillamarketing.com/augmented-reality/11-unreal-augmentedreality-examples/
• Foursquare Launches New Location-Based Ad Offering http://blogs.wsj.com/cmo/2015/04/14/foursquare-launches-new-locationbased-ad-offering/
• Exploring The IoT Revolution: Getting Inside The Consumer's State Of Mind
http://www.forbes.com/sites/theyec/2016/01/11/exploring-the-iot-revolution-getting-inside-the-consumers-state-of-mind2/#2715e4857a0b545dff865a97