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Un exemple de médiaplanning multimédia

Author

Listed:
  • Stéphane Foucher

    (ESC Rouen)

  • Philippe Le Blanc
  • Armand Morgensztern
  • Thierry Vallaud

Abstract

Comment allouer un budget média entre les grands médias et la Publicité Non Adressée (PNA ou ISA), telle est la question à laquelle tente de répondre cet article. Au-delà de la problématique de la PNA, il a également pour but de montrer que l'allocation des dépenses médias peut se réaliser sur des bases tangibles de performance pour les médias du hors média. Cet article redéfinit, dans un premier temps, les concepts du média-planning à cette allocation : couverture, répétition, accumulation des contacts, CPM, bêta. Ensuite, à partir de modélisations concrètes sur des données média de Home*Scan de ACNielsen, l'analyse montre les apports de la PNA dans un mix média, apport en couverture, en mémorisation, efficience de ce média en terme de coût.

Suggested Citation

  • Stéphane Foucher & Philippe Le Blanc & Armand Morgensztern & Thierry Vallaud, 2006. "Un exemple de médiaplanning multimédia," Post-Print halshs-02915168, HAL.
    • Handle: RePEc:hal:journl:halshs-02915168
    DOI: 10.7193/DM.041.07.22
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