Download Susan Hurst Sept. 2013 - Miami University Libraries

CONSUMER & ADVERTISING SOURCES FOR MKT 291 MEDIAMARK, SRDS, & AD SPENDER
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Susan Hurst
Sept. 2013
How to Get Started?
To access these databases, select Subject & Course Guides from the Library’s homepage
(http://www.lib.muohio.edu) and then click on Marketing. From there click on the link for Course
Guides and choose the link for Mkt 291 (http://libguides.lib.miamioh.edu/mkt291). For step-bystep videos on using these databases, click on the Database Video Tutorials tab at the top of the
page.
Mediamark (also known as MRI+)
This database has information on who buys products and services in the US. It also includes
information on the demographics of the respondents and their exposure to different media.
Logging into Mediamark
To access the Mediamark database, you must use either Firefox or Internet Explorer (IE). It will
NOT work with Chrome or Safari. You will also need an account. You can create your own
account or use MINE. If you register for your own account, use your miamioh.edu email account,
which is how it verifies that you are affiliated with Miami. It will send your registration information to
that email account.
To use MY ACCOUNT, enter MY email address [email protected] and the password
hurstsj on the Mediamark Login page. Use your OWN UniqueID and Password when you first
click on the link to Mediamark from the Library databases or Marketing 291 page though.
ONLY use MY information on the page where it asks for an email address.
Once you are in the system, click on the link to Mediamark Reporter at the top right corner of
the screen and then double-click on the most current Product category (e.g. Fall 2012 Product).
This will bring up a list of over 20 product categories ranging from automobiles to apparel to food to
household products. Select a category by clicking on it or search by keyword. Keyword searching is
especially useful if you are looking for a specific brand name product (e.g. Pringles) or a type of
activity (e.g. camping).
Main MRI Report
The main MRI Reporter window should now be on your screen. It has three areas that you can
modify. One is a list of all the products within the Category you chose (e.g. Apparel). There is also a
Base option which may give you the option of looking just at men or women consumers individually,
depending on the product you chose. Lastly, there is the Target, which lists usage levels, types of
items, and/or individual brands within the product category you chose. Whenever you select an item
from any of these areas, it will automatically recalculate the right-hand table of data. This data shows
usage patterns for consumers of various ages, education levels, races, income levels, and other
demographic criteria.
Use this table to understand how to read the Mediamark data pages.
The main report also looks at variables such as media exposure to newspapers, magazines, television,
radio and the internet. These are done based on overall exposure to these media, so for example for
newspapers, consumers are divided into quintiles where the one-fifth of consumers with the Highest
newspaper readership is in Quintile 1 and the fifth with the Lowest
newspaper readership is in Quintile 5. The data is also given based on exposure to specific media
outlets, including cable channels, specific magazine and newspaper titles, a few internet portals, and
television and radio formats, such as jazz, rock, police dramas, game shows, etc.
Summary Report – Market Share
You may also want to look at the Summary Report in Mediamark which is linked at the top of the
screen (View Summary). You will need to find your product again in the list of items. The
Summary Report is a single table of market share data for specific brands within the category you
selected. It also gives information about light, medium, and heavy users of the product. There is a
button to print out a copy of the summary report at the bottom of the screen.
SRDS Media Solutions
SRDS includes advertising rates and contact information for the following types of advertising:
Business Publication Advertising Sources, Consumer Magazine Advertising Source, Newspaper
Advertising Source, Out-of-Home Advertising, and Interactive Advertising Source. It does NOT have
information for Television or Radio. It also links to audience metrics for websites associated with
the print publications.
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Consumer magazines and Business publications are two of the main resources in this database.
Business publications include trade journals for the B2B markets. Both the consumer and
business publications include information on digital marketing opportunities.
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Search by either typing a specific magazine title in the keyword box at the top of the screen or
else use the magazine categories on the left side of the screen.
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Once you select a specific publication, click on the link for the Media Kit to get demographic
information about its subscribers.
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Click on the link for Digital Media Listing and then on the tab for Audience Metrics to get data
on page views, number of unique visitors, time spent on the site, etc.
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Also click on the tabs above the positioning statement to get data on circulation and
advertising rates.
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A table listing that includes abbreviations like 1 ti, 3 ti, 6 ti etc. is showing you the discounted
rate that an advertiser would get if they ran the same ad one, three, or six times in a given year.
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For Online or Outdoor advertising, you can get contact information for specific market areas
but then you will generally need to contact those companies directly for rate information.
Ad Spender
Ad Spender monitors advertising expenditures for over 3 million brands across 18 media. You can
create customized reports and break down information by category, parent, company, subsidiary and
brand. It works BEST with Internet Explorer or Firefox as the browser. It does NOT seem to work
well with Chrome or Safari. If you get an error message, try using Firefox or IE instead.
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Only 3 simultaneous users
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See the handout at http://products.kantarmediana.com/documents/AdSpenderManual.pdf
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Click the Create new report button at the top of the left hand toolbar to get started (under
Custom reports).
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Follow the steps, adding in your media choices first. Click on the double arrow button to add in
all media choices at once.
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After each step, click on the Next button on the right side of the screen.
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In Step 2, pick a 12 month time period (i.e. May 2012 - June 2013)
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On Step 3, product set, change the search from all categories to ALL PRODUCTS and then
search for a brand name or a type of product (i.e. peanut butter).
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If you choose a brand name and many items come up under that brand, you can click on the
Advertisers or parent tabs under the search box to search for all brands and products made by
that one company.
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Once you pick an item or brand or advertiser, click on SELECT at the bottom of the list of
products to add it to your report. Just highlighting it is NOT enough. Make sure the item you
highlighted moves into the lower box on the screen.
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You can click Next to go through the next 2 screens, just leaving them at the default settings.
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Give your report a name and click on Run report.
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Click on the Refresh Button on the upper right side of the screen (under the box with all the
icons) to see when it is completed.
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Once your report is completed if it has a (0) after the name, that indicates there is NO data for
the product or the time period you chose. Go back and rerun your report using a broader
category (not just one specific product) or contact me for assistance.
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If your report has data, click on the PDF link to view it or the icon to the right of the PDF link to
see the data as an excel file.
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Multiply the data by 1,000 to get the actual dollar figure spent.
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Anyone can go in and delete your report, so save it by downloading it to your computer.
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You can also still access the Ad $ Summary product, which is a very large PDF of all the
summary ad budget data. http://proxy.lib.muohio.edu/loggedin/ADSummary2011.pdf. If you
use this option, use the find in page option (ctrl f on a pc, apple f on a Mac) to find your product
or your brand within the document.
OTHER SOURCES FOR ADVERTISING/MEDIA COSTS
My Marketing 291 page (http://libguides.lib.muohio.edu/mkt) has a box on the left side for
Advertising Budget Information Sources. Use it to find the following or go to the sites directly.
Fall 2012 Commercial Costs - http://tinyurl.com/CommCosts
This is an article from Advertising Age that provides commercial costs for 2012 prime-time shows
on ABC, CBS, NBC, FOX, and CW.
“Americas Market & Mediafact” – http://tinyurl.com/Mediafact2012
This has average costs for prime time network television advertising, as well some print media, radio,
online, and cinema advertising data for the US, Canada, and South and Central American countries.
CITING SOURCES
Last but not least, remember to CITE your sources. Go to the Marketing 291 page
http://libguides.lib.muohio.edu/mkt291 and click on the Citing Sources tab at the top of the screen
for information on citing specific business databases, such as Mediamark, SRDS, etc.
________________________________________________________________________________
Questions/Comments – Contact Susan Hurst, [email protected] (513-529-4144) 219A Laws