eReading advertising as a part of integrated marketing communications: advertiser's perspective
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School of Economics | Master's thesis
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AbstractObjectives of the Study This study has two objectives. First, the purpose of the thesis is to provide an insight into integrated marketing communications and the role of eReading advertising in this context. Second, from a managerial perspective the study aims to provide an understanding of the current state of eReading advertising in the Finnish media market and to identify related challenges and opportunities. Research Methods The research approach is qualitative. The research data was collected in the fall 2011 through eight semi-structured interviews. The interviews were targeted at digital marketing professionals in media agencies. The sampling method was judgment sampling. The interviews resulted in a total of 627 minutes of interview data, which was analyzed using thematic analysis technique. Findings The study pointed out that integrated marketing communications is a strategic approach to marketing communications planning. It was found that eReading advertising is at an early stage of development in the Finnish media market and its role in integrated marketing communications is minor so far. Different media evaluation models were discussed and it was shown that media selection is a multifaceted resource allocation decision. The analysis of research data revealed that the major challenges of eReading advertising concern low reach, high costs, inadequate measurement system and limited know-how. A dynamic media environment and diverse advertising opportunities were addressed as the main advantages.
eReading advertising, tablet, integrated marketing communications, media planning