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by: Bridget Runolfsdottir IV


Marketplace > University of Texas at Austin > Advertising > ADV 345J > ADV MEDIA PLANNING FOUNDATIONS
Bridget Runolfsdottir IV
GPA 3.97
Lisa Dobias

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About this Document

Lisa Dobias
Class Notes
25 ?





Popular in Advertising

This 20 page Class Notes was uploaded by Bridget Runolfsdottir IV on Sunday September 6, 2015. The Class Notes belongs to ADV 345J at University of Texas at Austin taught by Lisa Dobias in Spring 2015. Since its upload, it has received 72 views. For similar materials see ADV MEDIA PLANNING FOUNDATIONS in Advertising at University of Texas at Austin.




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Date Created: 09/06/15
012011 345 Media s Scope 0 o o 00 O o 00 o 00 00 o o 0 Did You Know Video Tablet and cell devices are becoming more of an extension of you than ever before Industry that accounts for between 5070 of budget in advertisingcommunicating huge portion of the industry Media started out after the wide spread use of TV and radio secretary who contacted major networks about once a month all that was needed the plan an entire media section Two ideas as a consumer ofmedia gt Very familiar with the model of communication Advertiserclient gt consumers gt Now Advertisersclients lt gt consumers gt Biggest difference between where we were and where we are now layers are extending themselves I We have a group of consumers who talk to other consumers I So how do we get the collective group of consumers to talk BACK to us give us feedback gt Have always used media as consumers in two basic ways I Entertainment watching TV Modern Family I Educate ourselves newspapers radio stations to create a way for us to get information or knowledge 0 Now have Google to help us create a new knowledge set for ourselves I A new third way 0 To communicate by creating our own content teXt messaging O In those spaces we have a different mindset in a different mode than on edu looking at notes There can be information on the wrong sitewrong place what s the right type ofmessage for this type of medium this type of environment gt Media vehicles are taking on crossroles mediums to be successful must consider what mindset viewers are in when viewing media Revenue streams gt Media opportunity channels gt Along these paths advertisers can place messages intended to reach the most desirable group or groups gt Meet consumers on their terms to do one of the three media uses Media gt The strategic process of determining target audience and delivering ad messages 0 0 o o o 00 O 0 V gt gt Ad messages aren t enough anymore must know how many people responded when howthe distance between being delivered a message and purchasing a product is shrinking So right now if you had a popup come on your screen for a product you really wanted you could click it and buy it get it tomorrow or tonight very different from seeing an ad on TV waiting a few weeks going to the store thinking about it We have gone from distributing messagesonly to distributing products google sells products media provider AS WELL as channel provider Further means of delivering messages Academia can t emulate realworld ongoing nature ofpushing forward no end point P1 present portfolio donenot in real world present ad client says quotmove forward Account planning is a big part in determining audiences Media vehicles gt GE owns two different portals of revenue entertainmentcommunicationsmedia as well as appliances I Microwave oven I Refrigerator I Cash register I Gas Station Pump I ATM UPC codes gt Bar codes are instantly read by scanners in smart pantries and refrigerators LG does this now gt HEB cashier is a personal sales agent for a different product everyday basket with different items deodorant etc Usually products that you don t know don t need checking out so its not relevant I What if we could make the item relevant 0 UPC codes could tell you things like milk about to expire offer you the products you want at a price you want gt Online banking I Five years ago people said that they wouldn t use it I Ifwe re able to provide services that make peoples lives better and yet commercialize it so it makes money for people gt Zipcar I UT PTS logo with official Zipcar logo seeing them together means that they have made an alliance I For a company to have partnered with UT and have a promotion together is a big deal UT doesn t do that lightly I UT needs a media person in the Tower telling them how valuable their 50000 students are gt Gas station pumps I Can have time weather sensitive information Coke and Starbucks can share the cost ofhaving that media space so neither have to bear the full brunt of the cost without it being valuable the whole time 39239 So what VV V V V V V V It s all about opt inopt out What is means is when you opt in to something you are giving permission to a company so they can use it according to their Terms of Service Gmail Facebook iTunes I In the neXt five years the biggest place to keep eye on in terms ofpower and money is in ownership ofinformation that people have voluntarily opted in to giving out I Driving force behind media in the neXt five years Opting out Facebook gives your information away to sell products and services to you so obviously we really are okay with giving this information away Sighing up for Gmail has given Google the right to read your email every email you ve ever sent or received has been read technology is reading your emails doing content analysis using spiders that crawl over your mail finding the relevant words in order to advertise relevant products to you I This is information ownership bouncing up against opting in Facebook in a relationship for the same person for siX months between the ages 2027 years old your ads will become focused on Jaredengagement sites Preferences I Setting the way you want your devicewebsite to communicate with you I You get to pick who you hear from 40 of consumers say they d rather pay to have commercialfree TV I iPad study says that users would rather view advertising than have to pay for content I In Germany they have their commercials in thirtyminute blocks so regular program is commercial free as consumers when we don t feel forced we like it it s informative we don t mind watching advertising I On Hulu we can tell who we want to hear from Value Ratings I There are companies that are more important to different targets Dobias versus the Student there are companies that I d like to have a relationship with there are some that we stop having a relationship because it is overwhelming managing a relationship is a very important thing I When you have a value rating system ifyou re more important or you are a different status you may get different offerings usually because someone spends more than you use mom s account share accounts to appear to have the greatest value Example Using preferences and optingin I Urban Outfitters lets get young men who are friends with Urban Outfitters to start spending more money online at UO I Had to buy online ONLY I A few problems o 00 o 00 00 00 o Crosspollination between different media channels nondigitalonly can give greater strength 0 Can use of ine to drive online relationship I Concern over participation here s what we want to do great project and program but which one of the media kids would give out their information to the cashier to receive texts from them 0 So either the reward needs to be greater or there needs to be a more simplistic way to get involved So many are moving to a more intuitive structure gt You like X Y Z so you ll probably like A B C it becomes a natural extension ofwhat you re doing Media Vehicles gt Not all are created equal gt You can use any vehicle in whatever way you want but there is a general spectrum gt TRPsIMPS traditional way media has been measured usually by demographics somewhat measurable gt Interactions highly traceable customized media behavioral gt SIS Generally exposed PR Event Promos passion groups Target market gt Core group Preference users I Behavioral interactions gt Target likely consumers I DemographicsPsychographics Target rating points traditional gt Audience larger market I Passion groups sponsorships PR Promotions and event marketing gt If companies do a good job serving their existing customers their customers will tells their friends spreading your brand Today s Media Evolution Empowers Consumers Redefines quotIunk mail Minimizes waste Creates consumer quotvalue ratings Heightens Ad Measurement I Companies who hire us now may determine our salaries based on the performance of the clients we ve worked on so it s tied to how well our brands are performing gt Increases Pressure to perform gt Creates alternative revenue streams I Ex CoinStar owns the coin vending machine banks used to do that for free but don t anymore send to a counter get a check twelve weeks later I CoinStar does take some of your money takes 2 but give you instant gratification VVVVV 2 Notes 39239 Media is a way of thinking and doing 39239 Media is grounded in business gt So we need to have a strategy and a desired outcome gt Need Marketing objectives money profit sales market share how much of the total sales of product compared to others percentage units sold where consumers are actually making a business move to buy product To get us here we have Advertising communications objectives knowledge consumer satisfaction awareness things we want people to thinkb elieveknow about client 0 Ex Hispanic women are the most underrepresented group in self breast exams American Cancer Society has advertisingcomm Objectives to help get mktg results 20 more self breast exams Media Objectives talk about the number of people we re talking to and how often we re having these conversations to create awareness to get market share gt Reality with the advent of social media we can now be accountable for numbers of units sold so can tell how many units were sold through media channels need a WHY behind what you recommend 39239 Online amp Offline gt Facebook quotLikesquot we are now spokespeople 39239 Short term and Longterm gt From immediate purchase to branding 0 Media 10 30 planning media for a whole year in advance and by the end of the year they could say quothere s how many conversations we ll be having and here s how many places we ll be in 0 Media 30 now we have companies checking out stats on ads in the last hour kneejerk reactionary have to move media reporting back 24 hours to 2 weeks monitor it 0 SHORT RETURN IS IMPORTANT for some products short return is everything 9 Ex LG new phone have maybe three months before competitor s technology catches up to them o LONG TERM THINKING ALSO IMPORTANT 9 Long term brandbuilding efforts and then media BURSTS for launches special events 9 Ex combination like quotstocks mixed with bonds 0 Media quotPortfolioPlatform not PLAN anymore managing a larger portfolio ofboth long and short term 0 Ex Couponingdiscounting 9 How often can you coupon there are brands that have trained us to become coupondemanding gt Kelloggs General Mills sales good when coupons out but sales tank when coupons are away and customers buy whatever they have a coupon for So the companies tried to create brand equity again by just lowering the price of their cereals and reducing couponing Chic Fil A no discounts but will GIVE products for free with purchase distance selves from coupons V V 39239 Mass and Niche gt Smaller audiences and buyers might be as critical as bigger audiences and buyers quotLooking at the Long Tail idea is that in history esp the way we invest adv dollars look at the biggest results upanddown eg magazine with largest circulation is the best one you can talk to a large number of people but in the 70s with the advent of digital media microcosmic media audience I Invest in major websites etc BUT don t forget about the small audiences with loyal passionate actionable followings may result in better response Effectiveness and Efficiency gt Identifying and connecting with the current and potential quotvalued customer gt The idea with efficiency is quantity so for every dollar you spend the number of contacts increases quotthe best deal more conversations for the dollar gt Effectiveness quality of conversations pay a premium I EX Tropicana 0 You buy orange juice at HEB prints out coupon for Trop O inspires REPEAT purchasing 0 You bought Trop Minute Maid pays MORE to give you a coupon for them they pay to steal you away 0 Relevant and Receptive gt Finding a quotwindshieldquot moment I The more relevant a message is to a consumer the more receptive they ll be to it I We stop tuning it out when it becomes RELEVANT I Intuitive media has become a huge player putting media where it makes sense where it ll be relevant 39 Primacy and Recency gt Understanding how consumers are wired and how they form a relationship with our category brand gt Ideas borrowed from psychology gt Primacy we follow the first thing that we ve seen McD s does this with Ronald I Ronald reinvents himself to continue contacting twotofive year olds I Burger King knew McD s did that BK wanted the 511 Big Kids meals gt Primacy happens also when you re in any formative state Gillette sends 18yo men razors to transition into quotmanhoodquot Gillette helps transition V o 00 0 0 0 gt Recency we follow the lastmost recent thing 39239 Art and Science gt The best media people can do both I Reason intuition experience and experimentation are equals especially today 39239 A highly competitive tool gt Offensive defensive anking create offshoots of the motherbrand diet coke coke zero cherry coke proactive reactive gt Don t leave the back door open shut out your competition 39239 Media s New Role Exam 1 Review Major Concepts 0 Marketing Advertising and Media Objectives 0 Marketing Objectives 39 Profit money market share unit sales 0 Advertising objectives help us get there 39 Knowledge customer satisfaction awareness 7 things we want people to think 0 Media objectives help advertising objectives 39 Who are we talking to how often and what kind of conversations are we having with them 0 SO WHAT Media helps justify how advertising dollars are spent we must be held accountable to show how the return on investment for advertising 0 Effectiveness and Efficiency 0 Efficiency 39 Quantitative 7 concerned about how many I For every dollar spent conversationscontacts increase 0 Effectiveness 39 You may have to pay a premium to have higher quality conversations to more selectively targeted groups or to groups that are valued more highly Qualitative 7 concerned about the type and quality of conversations 0 SO WHAT Both are important in building a media plan Finding a balance between how many conversations and the quality of those conversations helps create the greatest impact to the consumer bringing about action on their part hope illy 0 Primacy and Recency o Primacy 39 The idea that we followremember what we see rst 7 which occurs during any formative state 0 Recency 39 The idea that we follow the lastmost recent thing 0 SO WHAT Having both would be nice but many companies settle for having only one Neither is entirely valid necessarily But it s important to understand that when your customer hears your message can impact how they receive it 0 Receptivity and Relevance 0 The more relevant a message is to a consumer whether it be time related targetrelated etc the more receptive the consumer will be to it SO WHAT So put media where it makes sense where it will be relevant to the consumer and not tuned out Make it more than nmse O 0 Core Group Opting InOpting Out PreferenceValue Ratings 0 Core group O O O 0 Media 0 O O O l The core group ofconsumers is made up of those who have opted in and want to receive communication from you your brand They are highly loyal and are a high consumption group You need to do some behavioral targeting 7 figure out what they do in their lives figure out a way to embed yourself in their behavior These are the most valuable group 7 because you ve already won them over 7 they re receptive Opting In I This happens when people give their permission to a company to contact them use their personal information according to the company s terms of service I You are in essence signing over your information This ownership of information idea is really important Opting Out I This forces advertisers to find another way to communicate 39 It makes them basically advertise for their ad 7 Please go here so we can tell you what we re all about Preferences 39 You can set the way you want your devicewebsite to communicate with you 39 Consumers can now pick who they hear from 7 almost like they re targeting themselves Value Ratings 39 There are companies that are more important to different targets 39 With a value rating system you may get different offerings if you re more important of a different status 39 Managing relationships is ultimately the most important thing SO WHAT Your core group has already opted in they re valuable Don t violate them or ood them with information it s about maintaining a relationship that is mutually bene cial not about screaming at them Manage the relationships And if they ve opted out Find a way to engage them so that they want to communicate with you It s half the battle Revenue Streams These are paths on which advertisers can place messages to reach the most desirable groups This selection ofpaths media allows the media to reach consumers on their terms Three kinds 39 Entertain 39 Communicate 39 Educate SO WHAT Think about reaching the consumer at the right place at the right time this can be done with proper selection ofmedia revenue streams Media Plan Components 7 from Scope to Flowchart and Call to Action 0 O O O O O O 0 Statement of Campaign Scope 39 What is the intention of the ad campaign the media strategy will support Where does the activity t with the brand scheme What are the objectives marketing advertising otherwise Executive Summary I Sell it Make them want to read the plan Situation Analysis 39 Who s What s When s and Why s 7 what s going on right now and what s the history behind this movement Get to know product and brand 7 tell the brand s story and see how it s positioned Know your target market 7 de ne precisely but not too small 7 what do they like What makes them laugh Know the geographic market 7 the trade area is key 7 illustrate why the selected target has the right t for your plan Know your competition 7 do a FULL competitive analysis 7 what they re doing and their media activity Situation Synopsis 39 Not just a SWOT 7 a concise factbased abstract that sets the stage and the course for your media strategy The owchart is the list ofestimated rating points and the cost for all 7 super complicated WHY Because all ofthese things are critical A wrong move could cost millions of dollars S0 know it do it follow it It s your job Coverage Composition and Index 0 Coverage 39 vert 39 Moving vertically on the page rst 7 compares the group you re looking at to the whole brand segment 7 so of ALL creamy peanut butter purchasers your 1824 segment makes up 1037 0 Composition 39 horz 39 Moving horizontally across the page rst 7 compares the demographic segment people ages 1824 to see what percentage of all people in that demographic segment purchase a certain brand segment creamy peanut butter 7 2215 0 Index I A group s likelihood to do something 7 are they more or less likely than average RULES 0 100 is average 7 you re performing as expected 0 Above 100 7 STRONG segment 0 Below 100 7WEAK segment 0 How do we interpret 0 Must have differences of ten or more to establish signi cance 7 so 901 10 is average O The spread between two numbers 125 and 132 must be greater than ten to be statistically signi cant 0 When we index and are out ofthe 901 10 range it s interpreted at the 100 mark the exactly average mark 0 SO WHAT You need to be able to compare these demographic groups to each other and the segments ofthe demographic groups to the group as a whole because it will help you make better decisions about WHO to market to because it tells you WHO already buys your product 0 Category and Brand Media Mix 0 Category I Can do product category level or more speci c I Like Computers 9 Laptops 9 Dell Laptops 0 Media Mix 39 How the company is spending its advertising dollars 39 Magazine Newspaper Outdoor Network Spot TV I Also when are they investing Is there seasonality of their product 0 SO WHAT Do you want to emulate your competitor s strategy or develop a different strategy to suit your brand You have to know where everyone else is before you can start to consider where you want to be 0 Market Share Share of Dollars and Share of Voice 0 Market Share 39 How much as a percentage ofthe total market for a product category market share does your product client have 0 Share of Dollars 39 Must compare the same type of data set expenditures costs whatever for the whole set ofbrandscompanies 39 The proportion of dollars that each company spends as a percentage of the entire dollar amount all the companies in the set spend 0 Share of Voice 39 Still must represent only one factor within a nite set on ingredient on a whole pizza totaling 100 39 Measures the volume of our advertising I Can be measured by 0 TRPs 7 TV rating points 0 Impressions 7 how many conversations have been had doesn t work on TV 0 Views 7 digital realm 7 interactionsdownloads etc 0 SO WHAT Knowing where you and others stand is important in justi cation for your media plan And knowing whether your competitors are throwing money at a problem or if they are niche advertising can help you determine what you should do 0 Ratings Audience 000 and Dayparts 0 Ratings A rating is a percentage of the population that we want to have a conversation with 7 one rating is one percent of that group Ratings help with key decisions like negotiating ad space and programming decisions The average primetime rating now is an 8 7 10 Also they now assign pod commercial ratings of actual commercial breaks within shows 0 Audience Who actually sees your ad 7 they re not your target or your core group but they do encounter your ad Usually measured by moving three decimal places over not adding three zeros The 000 line represents your BASE o Dayparts You can buy media in different dayparts or different chunks of time during the day Different advertisers will want different dayparts Examples Primetime late night etc 0 SO WHAT We like ratings because they allow us to target our ads more effectively And our audience size is important especially if the cost per impression is low can make a difference in how we value the ad tilne Dayparts allow us to target people when they re most likely to see an ad or to niche market to groups who ll be paying attention to the medium at speci c times 0 Standard Advertising Units and related terms 0 SAUs I Broadcast 30 8c 60 sometimes sold in fractionals but stations charge disproportionately higher rates for 15 and 10 spots Radio 60 most common but there are also often special mentions available depending on the station Newspaper column inch system 1 deep x 2 12 wide 7 six columns per page and sliced into rows OOH gets crazy 7 life size cows etc 0 SO WHAT This is the lingo measuring how we produce ads and allows us to plan spots more effectively 0 Rates 7 Open Bleed Positioning 0 Print I Open rate 7 this is the sticker price without any extras or negotiating Bleed almost exclusively a magazine concept is the color that extends to the edge of the page It used to be 20 additional cost on top of the open rate but is now pretty standard Positioning 7 where you are not only in a certain magazine but the physical position ofyour ad in that magazine You pay a premium for that kind of control but you might earn extra value by doing it Color 7 more expensive especially in newspaper B5 means four colors 0 SO WHAT We need to know what we re paying for and what extra costs we can expect to incur in the process 0 Column Inches 0 00000 Roughly the size ofa classi eds ad 1 deep tall x Q 12 wide is one column inch A full page is 215 deep and 6 columns wide Know how to calculate the price for this This is an antique system but it just won t die SO WHAT Ifyou want a newspaper ad you d better know how big you want it and how much it will cost 0 Circulation Deadlines and Related Items 0 SRDS tells us circulation gures 7 which will help us decide which publications if any will be most valuable for our media plan Paid 7 the circulation of formoney publications Valued more than nonpaid circulation To consumer with outof pocket cost This kind of circulation can be either subscription or newsstand These customers have the highest vested interest 7 so the advertisers do as well and they pay a premium for it N onpaid Total Circulation of publications to customers for free Sometimes requested sometimes not Lowest vested interest 7 because it s for free consumer s are generally not publicationloyal 7 it s pretty muchjust there This circulation gure includes both paid and nonpaid not copies returned by vendors Is an in ated audience estimate Regional Distribution Most publications offer segmented geographic distribution May or may not be important to a particular plan 0 Deadlines 7 you need to know this to be able to get your ad into a particular publication 2 types ofdeadlines Space deadline 7 the date and often the time by which we have to have our space committed to a vendor o Often space deadlines are way in advance 7 as in if you wanted to run an ad during around spring break you ve probably already missed your deadline o Insertion Orders 7 the contract that details the space that you re committing to and the price and specs 7 sent to the publishing company then they ll sign and return to you The magazine inserts an FPO for placement only into the magazine to hold the space 0 Materials deadline 7 need the actual components to make your ad digital le or whatever o Ifyou miss this deadline you re out ofluck They ll probably still charge you even ifthey can nd an ad to replace you 0 SO WHAT You need to know who you ll be reaching if you place your ad in a certain magazine and you also need to know AHEAD of time when you ll want to put an ad in a publication this is the purpose of a media plan to plan ahead Publications take a long time to go to print but they print usually long before their release date So don t miss deadlines 0 Bulk Frequency Discounts 0 SRDS can give you discount gures for different printoohinternet companies 0 Bulk rates are one type of discount 7 the more you buy the more you save 39 You have your open Sunday rate and then it decreases the more column inches you buy 7 usu From the rst day you run the ad you have one year to ll the space you said you d do 7 they bill monthly for what you use Ifyou don t make it to they set quantity you ll get an invoice for the remaining amount 0 Frequency discounts the more often you buy ads the cheaper they are I So you could have the Sunday open rate but if you run an ad for 13 Sundays that rate will generally go down They will give you everything at the lowest rate that you qualify for 0 SO WHAT Discounts are great especially in a longterm media plan with a de ned goal and a de ned target By knowing these discount gures ahead of time you can better estimate what you ll need to account for in your media plan And everyone including clients loves a good discount Media Information Sources 0 Consumer Data 7 WHO IS OUR CONSUMER o SMRBMRI Provides consumer behavior data on a national scale for a big brand I They provide essentially the same service but most shops utilize one or the other GSDampM is an MRI shop 0 Scarborough 7 Provides more psychographic research and on a more regional level o ClaritasPR1 ZM 7 look at consumers by zip code pro ling nding patterns and trends 39 PRIZM is a product of Claritas 7 it projects different behaviors and different personality types and how they purchaseview products 0 Competitive Data Of ine 7 HOW ARE OUR COMPETITORS SPENDING OFFLINE o TNSAdviews just like SMRB and MRI they are direct competitors 7 tell you who s spending what on media and when and where reports on 12 media classes and broadcast can be broken down into daypart investments m has been around since the 70s conducting competitive research for advertisers AdView 7 provides competitive information primarily in the of ine world Shows things like competitive contributions by medium evaluate efficiencies SO or SOV Limitations 7 inaccuracy or reporting not nearly all clients or activity reported it only looks back to plan for the future 0 Competitive Data Online 7 HOW ARE OUR COMPETITORS SPENDING ONLINE 0 AdRelevance 7 looks at competitive data who s spending what and where online online activity and expenditures 39 Where are they putting their ads Is display what you see on a webpage or search SEOwhat you see when you search more important Who else is advertising on these sites 0 TV Audience Data WHO S WATCHING o Nielsen 7 network and spot ratings across target markets 39 Rating 7 a percentage of the population that we want to have a conversation with 7 one rating point is one percent of that group Helps with key decisions like 0 Negotiating ad space 0 Programming decisions Nielsen now not only rates the programs within which your ad will be running but also the commercial pod breaks Now have C3 ratings to measure the people who have watched the program after the first three days 0 Radio Audience Data 7 WHO S LISTENING o Arbitron the only provide ofradio ratings 7 estimates and projection are still the norm 0 Internet Audience Data 7 WHO S SURFING o Netview Nielsen 7 gives speci cs of who is where on the web where they accessed the site what portal they used how frequently they visit and how much time they spend on the sites I This helps us make speci c decisions as to what site we should partner withinvest in 39 Outsider looking in 7 for the investors in a company 0 Local and National Broadcast Costs 7 WHAT S IT GOING TO COST 0 O Netcosts 7 national costs 39 Their strong suit is in the broadcast area although they do all media 39 Anything regarding TV cable Radio SQAD 7 provides quarterly reports which provide a topline view of the LOCAL media marketplace esp in terms ofcost 39 Measurements include SAU costs ROS run of station broad rotational costs and CPPs cost per points 0 Media Contact Info PrintOOHInternet Media Cost and Specs 0 SRDS helps media people evaluate speci c media vehicles they many want to consider 7 really ajumping offpoint in the planning process 39 NOT BROADCAST 39 Helps us nd magazines we want to get into and then will deliver sales contacts to us 39 SRDS can tell us 0 Ad Unit Sizes 0 Rates and Discounts 0 Audience but they buy it from other companies 0 Advertising Specs Deadlines O 0 VariousOther Media Audience Data 0 M WHO S READING 7 newspaper magazine 7 measure subscriptions and newsstand sales then verify via af davit that claimed audiences are up to date and valid every six months DoubleclickAtlas 7 WHO S CLICKING ON ADS 7 who responded and where did they come from How d they interactrespond 7 allows us to look at the performance of our ad and the demographics of our audiences GoogleAnalytics free Core Metrics paid 7 WHO S VISITING 7 what are consumers experiencing on your site which elements are captivating and how can we optimize site experience 7 helps companies understand how they are functioning online BuzzMetrics 7 WHO S BLOGGING 7 who s talking and what are they saying 7 performs content analysis and can rate positivitynegativity of what people are saying IEG 7WHO S ATTENDING 7 measures qualitative and quantitative bene ts of major national and local event sponsorship sporting and PR events GamePlay Metric as well as Massive to a lesser extent7 WHO S PLAYING 7 off and online gaming growth in popularity 7 measures who s playing and seeing the dynamic ads Nielsen Mobile Media 7 WHO S MOBILE 7 transaction and demographic data on SMS audiences up for grabs on mobile 3 Notes Intro to Media Sources Focus Consumer Behavior 0 Where do I go to Find Out X Primary Research Proprietary research I Research that you actually own once it s completed I YOUR clientcompany seeks out a research company to conduct research which you will own when it is completed X Secondary Research syndicated research I It is purchasedborrowed from someone else you have no control over how questions are asked I Need to be able to identify WHERE you go to get the information I Then you need to be able to know how to USE it I Then interpretationanalysis not on exam closed ended q s only used in project can tell who and why we re talking to a certain group 0 Consumers 9 Everything starts with consumer 9 It s the most difficult to read so it s best to start with it o Competitors o ChoicesCosts Consumer Behavior Data Overview X Demographics and psychographics I Who is our consumer I Characteristics age gender income occupation marital status I How they identify selves how do they define selves how do they spend their eXtra money X Product Consumption I When How And how much do they buy 0 Can be very general purchases cereal three times a month 0 Can be more specific Purchases Kelloggs vs Post vs General Mills 0 Heavy medium light users ofX product X Media Consumption I What When And how much do they read view andor listen I DO they ever read the newspaper How often do they use media Consumer Behavior Data Providers X SMRB Simmons Market Research Bureau I Provides same basic types ofinfo as MRI consumer behavior data on a national scale for a big brand X MRI Mediamark Research Inc I GSDampM is an MRI shop uses MRI X Scarborough I More psychographic research I More regional X ClaritasPRIZM Totally diffe rentlook at consumers Zip code profiling findingpatte rns and trends One oftheir most profitable products is PRIZM will project different behaviors and different personality types andhow they pu rchaseview pro ucts Claritas will let you go to a very surface level of PRIZMs claritascom gt free stu A Similar methodology crosstabs I Piles about income preferences I Combine piles together creates a crosstab one set of info with another start finding behaviors patterns trends and opportunities SM RB MRI ProductBrand Variables DemosPsychos i mean mm in Variables cm v m war m z I m 1544 m n m A wv 1309 gm an 52 554 m as mm mm This shows different types of peanut better and store brands Represents people who HAVE PU RCllASED PB inthe last siX months Side is always demophyschomedia usage The000 row is the BASE Adding three DECIMALplaces not three ZEROS 54875 gt 5487500 NOT 54875000 Is 5487000 alot ofpurchases The firstpercentage is the vert vertical percent meaning you39ll be moving vertically on the page first compares the group of 5487000 to the who range of people who have bought creamy peanut butter purchasers 103 ofcreamy pb purchasers are 1824 gives you a gauge A The technical name for the vert is quotCOVERAGEquot COMPOSITION horz more horizontally across the page first of people who are 1824 what percentage purchase creamy peanut butter 2215 are 0 INDEX a group s propensity to consumer something are they more or less likely than average Rules about any index I 1 One hundred is AVERAGE means you re performing at exactly what would be expected I 2 AS we go above 100 we enter into a STRONG segment a group that is more likely than average to consume a product I 3 IF you re below 100 you re in a WEAK segment given their size they are less likely than average to purchase I 4 How significant is a grouphow we interpret the info 0 Look for differences of ten or more to establish significance 0 In theory if index between 90 110 it s average because spread is 10 below and 10 above If have a 125 and 132 not significantly different from each other CAVEAT when we index and we get out of the 20pt bubble 90110 go back to the 100 market to interpret 9 Ex Index 125 gt Statistically different gt STRONG segment gt How much more likely than average 25 more likely because you go back to the base line 100 Ex Index 75 gt WEAK segment gt 25 less likely O A lot of groups are not significant but that s okay and we don t always aim for the more significant group because then we re all competing for the exact same group Not smart and not profitable can create a market that others are ignoring 0 Have Fun Navigating An number of reports can be generated A quotPlay aroundquot with the data to answer your questions or to come up with new ones 0


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All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.