1. A Model for Evaluating Converging Media for Advertising Purposes
By Mattias Svahn, Richard Wahlund, Marie Denward, Claudia Rademaker and Patrik Nilsson

2. 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

3. 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.

4. 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

5. 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.

6. 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.

7. 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) Games-Theory-Design-Kaufmann/dp/ /ref=sr_1_1?s=books&ie=UTF8&qid= &sr=1- 1&keywords=pervasive+games+theory+and+design
Glas, René. "6. Breaking reality: Exploring pervasive cheating in Foursquare." Playful Identities (2015):
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,
Business  
11 Unreal Augmented Reality Examples reality-examples/
Foursquare Launches New Location-Based Ad Offering based-ad-offering/
Exploring The IoT Revolution: Getting Inside The Consumer's State Of Mind 2/#2715e4857a0b545dff865a97