Consumer-driven media planning and buying

Don E. Schultz*, Martin P. Block, Vijay Viswanathan

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

5 Scopus citations


Media planning and buying has historically focused on efficient message distribution. Thus, most media planning approaches have focused on optimization models based on estimated reach and frequency. Those models assumed a hierarchy of effects base where consumers move through a purchasing journey driven by assumed media exposures. In this exploratory paper, an argument is made for a consumer-generated media consumption model. Thus, their focus is on media influence rather than simply exposures. The model is demonstrated with data from a US-based online consumer data-set. The authors posit technology has made their approach superior to traditional models. A set of managerial implications is included.

Original languageEnglish (US)
Pages (from-to)761-778
Number of pages18
JournalJournal of Marketing Communications
Issue number8
StatePublished - Nov 17 2018


  • Media planning
  • customer-driven data
  • media consumption
  • media influence
  • media optimization
  • simultaneous media usage

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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