Nerd Alert: How Media Channel Combinations Impact Performance

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore new research that challenges how marketers approach media mix planning. They reveal why optimizing for reach alone leaves significant brand lift on the table.

Topics covered:   

• [01:00] "The Effects of Advertising Media Channel Combinations on Brand Performance"
• [03:00] Seven media mix archetypes defined
• [04:35] How different combinations impact brand metrics
• [05:45] Why most marketers get their media mix wrong
• [07:10] The role of TV in successful campaigns
• [08:30] Finding your optimal channel mix 

 





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Resources: 
Bell, J. Jason, Felipe Thomaz, & Andrew T. Stephen. (2024). The Effects of Advertising Media Channel Combinations on Brand Performance. Saïd Business School, University of Oxford. 
 

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