SSE/EFI Working Paper Series in Business Administration
Claudia A. Rademaker
Media Selection for Marketing Communication - an exploratory study among marketing managers -
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.
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.
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.
Keywords: Marketing Managers; Media Selection; Advertising; Marketing Communication; Green Environment; Advertiser-agency Cooperation; Economic Recession; (follow links to similar papers)
54 pages, November 11, 2011, Revised November 21, 2011
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