Download 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:
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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 (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.
Competitive Media Usage Data:
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:
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?
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?
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
(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?"
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
On Geographic Markets
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State & Metropolitan Area Data Book & Statistical
Abstract of the United States-- issued by U.S.
Government
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 individual descriptions of markets.
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
On Miscellaneous Marketing Data
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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
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.
Government Printing Office -- for various kinds of
research data that can be useful for marketing situation
analysis
Various Chambers of Commerce at the national, local
level and
for various ethnic or Interest groups
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:
Q: do they measure direct mail?
TV (network, syndicated, spot, cable network, spot
cable), Radio (network, spot-national, spot-local),
consumer magazines, newspapers (national, local,
Sunday supps, outdoor
"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
-- 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 –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 --
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
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1.
SQAD (Service Quality Analytics Data)
a major source for market-specific, daypart-specific, householdbased CPRP data covering all 210 DMAs.
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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 advertisersupported cable television networks
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
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Broadcast Planning Resources
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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 (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)
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
A. Marketing Data
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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.
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).]