sources of media & market information i. introduction a.__________data: general information...

SOURCES OF MEDIA & MARKET INFORMATION I. Introduction

A. __________data: general information collected for many advertisers and reported on a regular basis

__________ data: information collected only upon request for a specific advertiser or brand

Syndicated

Customized

B. PCs/CDs/Internet are currently used to access syndicated data.

C. Need to exercise caution when using data in decision-making. Why?

SOURCES OF MEDIA & MARKET INFORMATION II. General Categories of Media

Information

General categories of information:

1. Marketing data: 2. Competitive Media Usage Data:3. Media Audience Data:4. Circulation and Rates Data

SOURCES OF MEDIA & MARKET INFORMATION II. General Categories of Media Information --How are they helpful to a media planner

Marketing data:

Competitive Media Usage Data:

Helpful in target selection and weighting (based on geographic, product usage, and demographic info) – ; helps locate the key geographic markets to advertise in, evaluate markets on sales, sales potential, BPI, etc.

Helpful in goals, budget, media mix and allocation decisions – what media, what vehicles, does my competition use to advertise, what unit options, how much, when do they advertise? How to come up with media mix & strategy to compete better>?

SOURCES OF MEDIA & MARKET INFORMATION II. General Categories of Media Information --How are they helpful to a media planner

Media Audience Data:

Circulation and Rates Data

Helpful in vehicle evaluation and selection – How much does it cost to buy full-page, four-color ad in LHJ? What set of magazines or newspapers can deliver to my target most cost-efficiently?

Helpful in media mix and vehicle evaluation and selection -- what media my target uses heavily? Lightly? So, which media would allow me to deliver most of my target?

SOURCES OF MEDIA & MARKET INFORMATION II. General Categories of Media Information

A. Marketing Data –Product Usage vs. Geographic Markets

1.Nielsen Marketing Research Services ("Scantrack") -- for market share in a specific market:

On Product Usage

"What is the market share of Nabisco's Oreo Cookies in Long Beach, California last year?"


A.Marketing Data –Product Usage

2 & 3. SMRB -"P" volumes or MRI-"P" volumes (www.mriplus.com) for product users/usage (heavy, medium, light, and all users),

media patterns, demographics, and "lifestyle" characteristics

"Who are the users of Peanut butter in terms of demographics, what magazines do they read, and what programs do they watch?"

4. MMR - similar to SMRB or MRI, but focus on HHs with $60K+ income:

"How many adult women whose HH income is at least $60,000 are heavy users of gasoline?"


A. Marketing Data

1. State & Metropolitan Area Data Book & Statistical Abstract of the United States-- issued by U.S.

Government2. Standard Rate and Data Services (SRDS), Consumer Market Data Summary-- marketing information located in front section of various SRDS's.3. Sales & Marketing Management, SURVEY OF BUYING POWER -- July issue of S&MM; similar to SRDS, but provides more data.4. Editor & Publisher Market Guide – ranks geographic markets by population, total incomes, total

retail sales, total food sales and household income. Provides individual descriptions of markets.

On Geographic Markets


A. Marketing Data

1. Information Resources, Inc. (IRI) -- a syndicated tracking service for grocery Industry data (at the national, local market), which allows marketers to measure the Impact of ads, coupons, pricing and

other marketing efforts on sales2. PRIZM, SPECTRA, ACORN -- three major sources for zip code-based lifestyle data. PRIZM divides the

country Into 62 distinct, homogeneous, lifestyle clusters; SPECTRA combines PRIZM groups with head-of- household age and presence of children; ACORN provides 43 distinct market segments.3. Government Printing Office -- for various kinds of

research data that can be useful for marketing situation analysis4. Various Chambers of Commerce at the national, local level and for various ethnic or Interest groups

On Miscellaneous Marketing Data


B. Competitive Media Data – General vs. Specific

1. CMR (Consumer Media Reporting)-- provides information for 11 media types including:

Q: do they measure direct mail?

General -- providing general information for many media

"How much Nabisco's Oreo cookies spent last year in TV (network, spot, cable, syndicated)?"

TV (network, syndicated, spot, cable network, spot cable), Radio (network, spot-national, spot-local), consumer magazines, newspapers (national, local, Sunday supps, outdoor


B. Competitive Media Data –Specific:specializing in one medium

1. Network (& Syndicated) TV: BAR (Network TV)

"In which network television programs did commercials for Sprite appear? How many :30 sec commercials? :15 sec ? :10 sec?“

Television

2. Spot TV: BARCUME (BAR) -- identify an example from “Source Exercise”



1. Network Radio: BAR (Network Radio)-- identify an example from "Source Exercise"

Radio

2. Spot Radio: RER "What spot radio stations Diet Coke used for their ads, in what dayparts they advertised, and/or how many ads were inserted in each?"



1. Magazine: LNA-PIB

-- identify an example from "Source Exercise"

Print

2. Newspapers: LNA Newspaper Report -- identify an example from "Source Exercise"



1. Outdoor: Outdoor Advertising Report (LNA)

-- identify an example from "Source Exercise"

Out-of-Home


C. Media Audience Data

1. Marketer's Guide to Media -- provides current rates and estimated audiences for the major media. Describes trends In total advertising expenditures, costs, and audiences for network, cables, syndication, and spot television, radio, out-or-home, magazines, newspapers, and online services.

2. TV Dimensions -- covers many aspects of TV such as a history of television, growth of cable, VCR usage, and the Internet; program type appeals, reach/frequency, qualitative factors regarding viewer Interest and attentiveness, commercial exposure and Impact, and Intermedia comparisons. Similar reports are available for magazines, the Internet, and consumer products.

General Media Statistics



a. Network TV:

Television

Nielsen - NTI for daily rating/audienceSMRB or MRI-M volumes for annual rating

b. Spot TV: Nielsen Station Index (NSI)



a. Network Radio: RADAR, SMRB-M, MRI-M

"What is the rating of a ABC affiliate station

KMFA in Austin, Texas between 6 and 10 am last year?" -- RADAR

"How many women ages 55 + listened to ABC during PMD (afternoon drive) time?" -- SMRB- or MRI-M volumes

b. Spot Radio: Arbitron -- identify an example from "Source

Exercise"

Radio


D.Circulation and Rates Data

1. SRDS –publisher supplied circulation for print

2. ABC-Blue Book – audited circulation, bi-annully.

3. BPA – provides verified, audited circulation for

??

4. Buyers Guide to Outdoor Advertising Eller Media Company and Lamar Advertising Company--

5. TAA Rate Directory of Transit Advertising --

--Who are the major providers of circulation and rates data?


A. Marketing Data

General Media-Planning Resources 1. Advertising Media Internet Center –an excellent starting point for

media planners. Provides links to the major media research sources, media terminology, advice from experts, and many other planning services

2. Mediapost – provides a broad range of media planning and buying resources. Its Webs-based free media planning system, Mplanner lets you select, budget, schedule, and chart your media plan

3. MediaPlan WEBRF – another media planning system for

television.

E. Miscellaneous Data


A. Marketing Data

Print-Planning Resources

1. Magazine Publishers of America – provides a wealth of free and useful information about magazines. Magazine Handbook in the research/resource section of its website is especially useful for magazine planning

2. Media Start – provides fast free access to consumer magazine

planning data such as editorial content, rates, circulation, and availability of special creative units.

3. Newspaper Association of America – provides extensive free

information about newspaper readership, and advertising expenditures in the medium.


A. Marketing Data

Print-Planning Resources

4. Audit Bureau of Circulation (ABC) Blue Book -- provides audited reports of magazine and newspaper circulation.

5. Business Publications Audit (BPA) -- provides audited reports of

"controlled" business publication circulation. 6. Verified Audit Circulation – audited circulation for paid and free

community newspapers including many special interest , niche, ethnic publications


A. Marketing Data

Broadcast Planning Resources 1. SQAD (Service Quality Analytics Data)

a major source for market-specific, daypart-specific, household-based CPRP data covering all 210 DMAs.

2. Cabletelevision Advertising Bureau

a trade association for cable television industry, providing a lot of cable-related information as compared to other type of television. Provides detailed audience information on about 65 advertiser-supported cable television networks


A. Marketing Data

Broadcast Planning Resources 3. Television Bureau of Advertising

provides all kinds of general information that could be useful for network and cable TV planning

4. Radio Advertising Bureau

Radio Facts (Radio Marketing Guide and Fact Book for Advertisers) – provides information on radio listening habits and the strength of radio compared to other broadcast and print alternatives


A. Marketing Data

Internet Planning Resources 1. Internet Advertising Bureau (www.iab.net) a trade association serving the Internet advertising industry.

Provides some useful information about the industry issues, standards, practices, and so on.

2. Nielsen/NetRatings (www.nielsennetratings.com) &

Comscore/Media Metrix (www. mediametrix.com)provides various useful information for Internet planning such as ratings, reach, (& Nielsen -- comptitive ad actitivities in AdRelevance report) (& comScore – BPI for 2000+ websites)


A. Marketing Data

Internet Planning Resources 3. ClickZ today (www.clickz.internet.com) offers the latest information, techniques, and advice on Internet

advertising and e-marketing, along with extensive technological information

4. IAB Glossary of Internet Terms (www.iab.net)

provides extensive glossary of Internet terms

5. CMRi, SRDS Interactive, MRIplus, etc.


A. Marketing Data

Interenational Media Sources

1. Allnewspapers.com -- Provides links to international media

services; despite the name, it covers all media in a number of countries. Information is organized by region, country, and media type

2. Kidon Media-Link –provides links to the websites of more than two thousand U.S. and international media services. Information is organized by region (Europe, Asia, etc.)


A. Marketing Data

Advertising Industry & Career Planning Resources 1. Standard Directory of Advertisers ("Red Book") -- a listing of

companies involved in national advertising, their marketing/advertising personnel, and advertising agency used; has a geographical index to determine where company is located.

2. Standard Directory of Advertising Agencies ("Blue Book) -- a

listing of advertising agencies, their key personnel, and accounts handled

3. September and March issues of Advertising Age -- provide information on many advertisers (September) and agencies (March).]

sources of media & market information i. introduction a.__________data: general information...

Documents

media planner marketing

competitive media usage

media patterns

marketing information

general information

syndicated data

media mix strategy

marketing data product