Marketing Communications

286 CHAPTER 8 MEDIA PLANNING

Maes Average

I like it 83% 58%

Credible 92% 51%

Original 89% 61%

Informative 94% 55%

Inciting 71% 45%

Fig u r e 8 .17 Consumer evaluation outdoor campaign

Figure 8.18 Recognition and attribution radio campaign

QUESTIONS

1. Describe and assess the problem identification by Maes
   and the resulting strategic communications approach
   and creative idea.


2. Do you think the translation of objectives into media
   solutions makes sense? Why or why not?
   3. Assess the media mix and campaign components. Would
   you have used a different approach with different media
   and a different mix? Why or why not?
   4. Assess the effectiveness of the campaign. Was it
   successful? Why or why not?

Sources: Maes Effie case 2010; Bert Denis, TBWA Brussels.

References

(^1) Donnelly, W.J. (1996), Planning Media: Strategy and
Imagination. Upper Saddle River, NJ: Prentice Hall.
(^2) Donnelly, W.J. (1996), Planning Media: Strategy and
Imagination. Upper Saddle River, NJ: Prentice Hall.
(^3) Donnelly, W.J. (1996), Planning Media: Strategy and
Imagination. Upper Saddle River, NJ: Prentice Hall.
(^4) Nordhielm, C.L. (2002), ‘The Influence of Level of
Processing on Advertising Repetition Effects’, Journal of
Consumer Research, 29 (December), 371–82.
(^5) Pechman, C. and Stewart, D.W. (1989), ‘Advertising
Repetition: A Critical Review of Wearin and Wearout’,
Current Issues and Research in Advertising, 12, 285–330.
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