Transcript II. General Categories of Media Information

SOURCES OF MEDIA & MARKET INFORMATION
I. Introduction
Syndicated
A. __________data:
general information
collected for many advertisers and reported
on a regular basis
Customized
__________ data: information collected only
upon request for a specific advertiser or
brand
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.
2.
3.
4.
Marketing data:
Competitive Media Usage Data:
Media Audience Data:
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:
Helpful in target selection and weighting (geographic,
product usage, and demographic)
Competitive Media Usage Data:
Helpful in goals, budget, media mix and allocation decisions
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
--How are they helpful to a media planner
Media Audience Data:
Helpful in media mix and vehicle evaluation and
selection
Circulation and Rates Data
Helpful in vehicle evaluation and selection
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data –Product Usage vs. Geographic Markets
On Product Usage
1. Nielsen Marketing Research Services ("Scantrack") -for market share in a specific market:
"What is the market share of Nabisco's Oreo
Cookies in Long Beach, California last year?"
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A.Marketing Data –Product Usage
2 & 3. SMRB -"P" volumes or MRI-"P" volumes
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?"
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
On Geographic
Markets
1. State & Metropolitan Area Data Book & Statistical
Abstract of the United States-- issued by U.S.
Government
2.
3.
4.
Standard Rate and Data Services (SRDS), Consumer
Market Data Summary-- marketing information located in
front section of various SRDS's.
Sales & Marketing Management, SURVEY OF BUYING
POWER -- July issue of S&MM; similar to SRDS, but
provides more data.
Editor & Publisher Market Guide – ranks geographic
markets by population, total incomes, total retail sales,
total food sales and household income. Provides
individuals descriptions of markets.
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
On Miscellaneous 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 sales
2.
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-ofhousehold 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
analysis
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
B. Competitive Media Data – General vs. Specific
General -- providing general information for
many media
1. CMR (Consumer Media Reporting)-- provides
information for 11 media types including:
Net TV,
"How much Nabisco's Oreo cookies spent last
year in TV (network, spot, cable, syndicated)?"
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
B. Competitive Media Data –Specific:specializing in one
medium
Television
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?“
2.
Spot TV: BARCUME (BAR)
-- identify an example from “Source Exercise”
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
B. Competitive Media Data –Specific:specializing in one
medium
Radio
1.
Network Radio: BAR (Network Radio)
-- identify an example from "Source Exercise"
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?"
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
B. Competitive Media Data –Specific:specializing in one
medium
Print
1. Magazine: LNA-PIB
-- identify an example from "Source Exercise"
2. Newspapers: LNA Newspaper Report [formerly Media
Records] -- identify an example from "Source Exercise"
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
B. Competitive Media Data –Specific:specializing in one
medium
Out-of-Home
1.
Outdoor: Outdoor Advertising Report (LNA)
-- identify an example from "Source Exercise"
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
C. Media Audience Data
General Media Statistics
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, outor-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.
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
C. Media Audience Data
Television
a. Network TV:
Nielsen - NTI for daily rating/audience
SMRB or MRI-M volumes for annual rating
b. Spot TV: Nielsen Station Index (NSI)
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
C. Media Audience Data
Radio
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"
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
D.Circulation and Rates Data
--Who are the major providers of circulation and rates
data?
1.
SRDS --
2.
ABC-Blue Book --
3.
BPA --
4.
Buyers Guide to Outdoor Advertising Eller Media
Company and Lamar Advertising
Company--
5.
TAA Rate Directory of Transit Advertising --
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
E. Miscellaneous Data
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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.
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
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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
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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.
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
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Print-Planning Resources
4. Audit Bureau of Circulation (ABC) Blue Book -- provides audited
reports of magazine and newspaper circulation.
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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
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
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Broadcast Planning Resources
1.
SQAD (Service Quality Analytics Data) : a major source for
market-specific, daypaart-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
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
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Broadcast Planning Resources
3.
Television Bureau of Advertising – provides all kinds of
general information that could be useful for network and cable TV
planning
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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
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
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Internet Planning Resources
1.
Internet Advertising Bureau – a trade association serving the
Internet advertising industry. Provides some useful information
about the industry issues, standards, practices, and so on.
2.
Jupiter and Media Metrix company – provides various useful
information for Internet planning
3.
ClickZ today – offers the latest information, techniques, and
advice on Internet advertising and e-marketing, along with extensive
technological information
4.
Internet Glossary – provides extensive glossary of Internet
terms
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
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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.)
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
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Advertising Industry & Career Planning Resources
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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.
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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).]