AMIC's Media Guru

Ask the Media Guru

*Note that this is a moderated question and answer forum.

The Guru answers questions about media planning, media buying, media research and media management. Answers usually appear on the Guru answer page within one or two days.

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Friday, December 29, 2000 #4071
I've heard about somethin called an MSA audit. apparently it's an independent service that does pos-buys, etc. and is used by some small agencies and media services. I'm tryng to get more information about them. do you have any information or a contact number?

 

The Media Guru Answers(Friday, December 29, 2000 ):
The term "MSA Audit" is not specifically familiar to the Guru, but it sounds like some of the services provided by MSA (Management Science Associates).

 


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Thursday, December 28, 2000 #4069
Can you recommend any books or articles on Guerilla Marketing?

 

The Media Guru Answers(Thursday, December 28, 2000 ):
The definitive works on guerilla marketing are those by Jay Levinson, available at Amazon.com

 


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Wednesday, December 27, 2000 #4068
Hi Guru I want to know if there is a software in the market that you can proyect awarness based on your grp goals? Last month I saw something like that but I do not know were can I have. I will appreciate your help.

 

The Media Guru Answers(Friday, December 29, 2000 ):
There may be software purporting to do this. The Guru would expect reach to be more relevant than GRP. The Guru would be quite dubious of any such simple, all purpose, solution.

 


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Tuesday, December 26, 2000 #4066
Dear Guru, We have a national client that has primarily used newspaper inserts and direct mail for their advertising efforts. We will be planning broadcast to build awareness for this client. My questions is: does it makes sense to buy spot cable in the markets (over 100) or to buy national cable in these markets? They have over 100 franchisees operating in major metro areas, but may not operate in the entire market - just a few zip codes. Also, any idea on cost? Thanks!

 

The Media Guru Answers(Friday, December 29, 2000 ):
Because of the high premium typically charged for local cable buys, a national buy for such a large area will almost certainly be more efficient.This would mean buying directly from national networks.

Alternatively, one of the national cable reps like National Cable Communications may be able to customize a "national" buy around your geographic needs.

 


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Monday, December 25, 2000 #4065
I'm hoping to find a publication that deals with the needs of small, or medium sized businesses that may do a substantial amount of advertising in a particular area -- for example a funiture chain with locations in two counties. These businesses may have marketing people dedicated to advertising and may or may not have an agency -- but Advertising Age and Adweek don't provide them with useful help. I think a trade magazine for local advertiers makes sense -- covering many of the issues you deal with on your website, but packaged for the person who is more concerned with pizzas than rating points. Before I go out and invent something, I want to find out if it already exists, and I figured you might know. Thank you for your help!!!

 

The Media Guru Answers(Monday, December 25, 2000 ):
This is a tough one: an ad publication for people who do advertising, but aren't really interested in it, just in their own businesses. There are local business newspapers, such as the Long Island (NY) Business News, and publications of local ad clubs, but the Guru doesn't know of any national publication with similar content.

It seems like your intended audience would have inherently local interests.

 


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Saturday, December 23, 2000 #4064
Can you furnish me with current network advertisng rates: prime and local access time and cost of 30 second spot on Super Bowl? Thank you.

 

The Media Guru Answers(Monday, December 25, 2000 ):
SQAD is one pricing source. For up-to-date Superbowl pricing watch the trades, like Ad Age and other news resources covering business and advertising, like the NY Times.

 


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Saturday, December 23, 2000 #4063
Dear Guru, I am a very new media planner so I have a very basic question. What is the difference between average Frequency and average OTS and what is the formula for their calculation. Thanking you in advace.

 

The Media Guru Answers(Saturday, December 23, 2000 ):
"OTS" or "opportunities to see" is used differently by various practitioners. One meaning is equivalent to impressions, or the number of exposures of a campaign to individual members ot the target demographic; a summing of the audiences of all the advertsing occasions of a campaign. In this sense, "average" is not an appropriate modifier.

Average frequency is the average number of exposures experienced by the members of the target who have been exposed to the campaign (net reach) over a measured time period such as 4 weeks.

Formula:
Gross impressions ÷ net reach
or
GRPs ÷ percent reach.

 


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Friday, December 22, 2000 #4062
Dear Guru, what is on your opinion better - to buy smaller ad. size in popular magazine among target audience or take a full page in a magazine with less coverage among target audience? Where can find some research on dependence of volume of print advertisement on influence on target audience (literature or web sites)?

 

The Media Guru Answers(Friday, December 22, 2000 ):
Visit Starch for research.

The Guru would favor half pages, well targeted, over full pages less targeted, but cost efficiency would be a factor.

 


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Wednesday, December 20, 2000 #4059
How do you get gross from net?

 

The Media Guru Answers(Thursday, December 21, 2000 ):
Assuming you are referring to media costs:

Standard media commission is 15%. Thus Gross = Net X 1.1765
or gross = net ÷ 0.85
and Net = gross X 0.85.

 


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Wednesday, December 20, 2000 #4058
What is net reach?

 

The Media Guru Answers(Thursday, December 21, 2000 ):
Net reach is the number of different people exposed to the advertising.

I.e. Your first commercial may have a target rating of 10, which means it reaches 10% of the target. The second commercial might have a rating of 8, reaching 8% of the target. But some of the people reached by the second commercial will duplicate some of those reached by the first. If half of the 8% in the second commercial duplicate people reached by the first, then the net reach is 14%; the first 10% plus the unduplicated 4% in the second.

 


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Tuesday, December 19, 2000 #4052
How do I go about finding companies who would want to advertise in direct email-outs?

 

The Media Guru Answers(Tuesday, December 19, 2000 ):
The Guru is adamantly opposed to SPAM.

 


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Tuesday, December 19, 2000 #4050
Dear Guru, I am a media planner interested in eCRM. Can you suggest where I can get some dope on this subject?

 

The Media Guru Answers(Tuesday, December 19, 2000 ):
MicroStrategy is a good starting point.

 


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Monday, December 18, 2000 #4049
Where can I find free comprehensive books or websites talking about media buying and planning

 

The Media Guru Answers(Monday, December 18, 2000 ):
The only such book or site the Guru knows of is right here, at AMIC

 


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Friday, December 15, 2000 #4046
what is the circulation of the independent (u.k.)

 

The Media Guru Answers(Sunday, December 17, 2000 ):
Contact the Independent directly.

 


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Friday, December 15, 2000 #4045
How many hours per week does the average u.s. adult (not household) consume mass media, specifically, tv, radio, magazines and newspapers (broken out by media)? Additionally, is there a source available where I can get this same information for CFOs/CEOs/COOs?

 

The Media Guru Answers(Sunday, December 17, 2000 ):
This sort of data is compiled by TheYankelovich Monitor.

 


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Thursday, December 14, 2000 #4044
Hi Guru, it's the media buyer w/ little broadcast resources again (other than you). Can you tell me how to find out cable providers in a specific market and the percentage of HHs they reach? As always, thank you.

 

The Media Guru Answers(Monday, December 18, 2000 ):
Again, try Katz Media Group or perhaps the Cable TV Ad Bureau

 


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Wednesday, December 13, 2000 #4042
Hi Guru A.S.A.P....Please can you tell me what should a Brand Review presentation contains? what are the steps for preparing such presentaion? Thanks for your help in Advance.

 

The Media Guru Answers(Sunday, December 17, 2000 ):
The Guru must presume you are referrring to a Brand review from the media perspective. Therefore, without anyother specifications than "brand review" the Guru would put together:
  1. For whatever period of years is specified, the marketing and advertising strategies which guided the media plan
    Target
    geography
    budget, etc
    emphasizing all changes in any of these
  2. Summary descriptions of the plans by year, i.e.
    objectives and strategies,
    Media Allocation, e.g.: "Primary Medium: Network TV 50%,
    Spot TV 10%,
    Spot Radio 10%,
    National Magazines 30%" or wahtever other media (newspaper, interactive, etc) were used
  3. Learning regarding sales response, ad awareness changes, etc. and media responses to that learning
  4. Plans for next year with alternates considered
  5. As back-up, flow charts, research supporting targeting and media selection, particulars of programming or magazine title selection, spot market selection, sales or awareness research, measurement of any other goals

 


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Wednesday, December 13, 2000 #4041
My question is regarding print measurement. For a consumer print campaign (magazines, regional) I've been asked to provide a pithy statement (to be read by a board of directors with limited marketing savvy) adressing the effectiveness of the proposed print campaign. Our account planner asked for reach and frequency, which I don't believe I can provide. I can provide circulation and readership (which would equate to reach, I believe, but that doesn't account for duplication). I am to complete the sentence "This plan results in..." Am I missing something? Thanks!

 

The Media Guru Answers(Sunday, December 17, 2000 ):
You have not made clear why you believe you cannot provide reach and frequency. Once you have the readership of individual publications you can begin to combine their audiences in a rough way, by "random probability." This method will understate duplication somewhat, because related publications and particularly multiple issues of the same publication duplicate more than merely randomly. Using duplication between simialr national magazines, as documented by services like MRI, you can reasonable estimate the duplication in your own schedule and thereby estimate your reach and frequency.

 


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Wednesday, December 13, 2000 #4040
I have been asked by a client to look into buying ad space in InterActive Teacher magazine. I have looked everywhere I can think of and can not find any current info on this pub. How can I find out if this pub is currently being published? Thank you for your help!

 

The Media Guru Answers(Sunday, December 17, 2000 ):
The closest thing the Guru could find was Interactive Learning Environments [ISSN: 1049-4820] Pub: Swets & Zeitlinger bv (3/yr; Netherlands). The Guru's source here is PubList.

 


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Wednesday, December 13, 2000 #4039
Hi Guru. I work for a small agency that deals heavily with print. When we do handle broadcast buys, my resources are limited (as I've complained to you about before). I recently put together a modest cable buy for Lexington, MA - enlisting Cablevision as the cable system of choice. I found that Cablevision handles the Lexington area through their media kit (Media One, the other system that I knew of, does not handle this area). Well, the campaign has been underway for about a week. I recently received an email from the CLIENT that she heard that 60% of the Lexington audience uses RCN cable, not Cablevision (no clue where stat. came from). I have had the hardest time trying to locate the advertising sales dept. of RCN. There are no numbers on their website and everyone I speak to is in Marketing and not advertising sales. Can you direct me to a site which lists cable advertising contacts? I've already tried a number of resources with no luck. Any advice would, as always, be greatly appreciated. Thank you.

 

The Media Guru Answers(Sunday, December 17, 2000 ):
Try the cable reps of Katz Media Sales

 


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Wednesday, December 13, 2000 #4038
what parameters exist for determining how much to spend in advertising (dollars)--or what is an effective weight level (GRP's) for a given brand/marketing situation?

 

The Media Guru Answers(Sunday, December 17, 2000 ):
There are many. Click here to see past Guru responses about setting levels.

 


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Wednesday, December 13, 2000 #4037
Guru---How do you suggest negotiating radio rates in unrated radio markets? I am buying radio in small markets with generally one salerep for the entire market. Thanks for your help!

 

The Media Guru Answers(Sunday, December 17, 2000 ):
1. Audience data from coverage studies

2. Format type average ratings.

3. Offer a low-ball price and see what response you get.

One rep for an entire market seems odd; talk directly to LSMs.

 


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Wednesday, December 13, 2000 #4036
I have a opt-in email list over 150,000 that I send a weekly newsletter. I am interested in selling advertising or renting the list or even selling the list. Where can I find a authority/expert or broker that can advise me on this project? Thanks

 

The Media Guru Answers(Wednesday, December 13, 2000 ):
Several such services are decribed in an article in The Industry Standard

 


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Tuesday, December 12, 2000 #4035
I am starting a DVD venture, and one of my revenue models is selling ad space on the DVD. The DVD will present lifestyle entertainment content in a magazine-style format. it will be aimed at a gen x audience 25-35. The DVD will have DVD-ROM features for computer DVD players & will have web links. Ad spots will be in the form of video commercials appearing immediately prior to the films/videos, web links and disk space for down-loadable software (such as demos/shareware). Is it reasonable to expect that web companies (or other companies) would pay for ad space on the DVD? Have you heard of any web sites buying ad spots on an entertainment DVD? Thanks! Marcus Bastida marcusbastida@earthlink.net

 

The Media Guru Answers(Wednesday, December 13, 2000 ):
The Guru has not heard of this specifically, but there was a spate of (unsuccessful) CD-ROM magazines a while ago. The only the difference the Guru sees for your idea is that the required hardware has a smaller installed base.

Essentially you are offering a potentially high-impact medium to a very small audience with potentially powerful environment for certain relevant products. The closest analog the Guru can point to is DVD content web sites selling ads, like DiVerse DVD.

 


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Tuesday, December 12, 2000 #4034
I don't know if this still hold true, but I was told that their is a survey/site that is done on kids/teens to determine the opinion on athletes,singer/performers, etc. Can you point me in the right direction?

 

The Media Guru Answers(Tuesday, December 12, 2000 ):
Sounds like you want TRU.

 


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Monday, December 11, 2000 #4033
where do I find a list of television stations by state and city?

 

The Media Guru Answers(Monday, December 11, 2000 ):

 


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Sunday, December 10, 2000 #4031
Dear Guru, Do you know where I could find information about qualitative rating, I mean to someting that can't be measured and refer to the involvement of the viewers? or abuot the "context effect" theory. Thank you in advance.

 

The Media Guru Answers(Sunday, December 10, 2000 ):
Measuring or rating "something that can't be measured" is quite a challenge. Some have used regularity of viewing episodes as an involvement measure. For the most comprehensive answer, see The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Saturday, December 09, 2000 #4030
where can I source data on the U.A.E advertising market? - Spends related

 

The Media Guru Answers(Saturday, December 09, 2000 ):

 


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Friday, December 08, 2000 #4029
Question: My wife works for a satellite radio company and I'm helping her put together a reasonable projection of subscriber growth. My concept is to compare the relative growth rates for cable vs. satellite tv, vcr vs. DVD and anything vs. the Internet. I believe the numbers will confirm that the rate of adoption of new technologies is increasing. My question is: Is there a single, reliable source of these rates of growth that I can access on the Internet? If not a single source, can you tell where I might find generally accepted data on these subjects? Thank you.

 

The Media Guru Answers(Friday, December 08, 2000 ):
There is a forthcoming resource site for satellite radio data. Until it opens, send questions to info@satelliteradio.com

 


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Friday, December 08, 2000 #4028
Is there any research done on international viewing and the academy awards?

 

The Media Guru Answers(Friday, December 08, 2000 ):
There are audience rating studies in most countries with commercial TV. The international results are typically published in trade media like Ad Age in the issue following the event.

 


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Friday, December 08, 2000 #4027
I'm with a small agency in NY, we are currently doing research on what individual publications spend on their own promotion. What is a go company that can provide this information?

 

The Media Guru Answers(Friday, December 08, 2000 ):

 


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Thursday, December 07, 2000 #4026
Dear Guru, If there are 2 different target groups need to be sufficient in one TV schedule, the weight of rating for Target A is 40%, for Target B is 60%. how to calculate/evaluate the performance? and does it have a standard formula? Thanks for your answer in advance. Sara Shiung

 

The Media Guru Answers(Friday, December 08, 2000 ):
If the Guru correctly understands your query, it seems like a simple weighted average would work.

 


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Thursday, December 07, 2000 #4025
What is the formula for cost per thousand?

 

The Media Guru Answers(Thursday, December 07, 2000 ):
Cost ÷ impressions expressed in thousands.

 


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Thursday, December 07, 2000 #4024
I have a question about an answer you provided on December 04 about turning commericals recieved in trade to cash (question #4014) When you are reselling these units are there any legal ramifications and do you need to confer with the station?

 

The Media Guru Answers(Thursday, December 07, 2000 ):
Commericial time within these deals often has contractual restrictions limiting potential advertisers, ususally barring any current clients of the station, but possibly barring any resale. In the absence of such explicit restrictions, one should be free to resell.

 


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Thursday, December 07, 2000 #4022
Dear Guru, Do you know where I could find information about the level of attentiveness to different genres of advertising during any genres of TV programs. In addition where I could find information on the "Quad Analysis" study, and generally on qualitative Rating. Thank you in advance.

 

The Media Guru Answers(Thursday, December 07, 2000 ):
The Guru is not familiar with any studies of attentiveness within advertising genre within programming genre. If such exists, The Advertising Research Foundation InfoCenter will probably have cataloged it.

"Quad Analysis" is from Nielsen. Qualitative ratings, in the sense of audience size adjusted by attentiveness or interest etc, seems to be an abandoned concept as far as syndicated studies. A company called TAA tried it in the 80's. Again, the best reference source will be the Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, December 06, 2000 #4021
total ad dollars spent in Columbus ohio- %Tv vs. Radio

 

The Media Guru Answers(Wednesday, December 06, 2000 ):
CMR (Competitive Media Reports) is the best bet, but will geatly understate locally placed radio.

 


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Wednesday, December 06, 2000 #4020
I gave a client a R&F for two years of advertising plus the cume. They asked me if the cume is an average of both years. I know its not but I really couldn't explain it so they would understand. Can you simply an answer.

 

The Media Guru Answers(Wednesday, December 06, 2000 ):
The term "cume" refers to audience accumulation over a specified period of time. A two year cume should be the net audeince reached over the entire two years of campaign. The Guru doesn't see why anyone should confuse that with an average of two years' cumes.

Perhaps the confusion occurs when you say "R&F for two years of advertising plus the cume." Presumably the "R&F for two years of advertising" is the average 4-week R&F over the two year period and the cume is the total over the two years?

 


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Wednesday, December 06, 2000 #4019
Guru - what is "guerilla" media? I'm picturing a bunch reps wearing berets who are hiding out in the jungle planning revenge on media directors.Thanks

 

The Media Guru Answers(Wednesday, December 06, 2000 ):
"Guerrilla marketing" is basically a public relations technique, calling for researching the type of story that would really appeal to an editor and being a bit outrageous or off-the-wall in getting attention to the story to be placed.

Guerilla media might be a term for use of non-traditional media in unusaul ways, or it might be something else. Apparently it is a coinage by someone to sell something.

 


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Tuesday, December 05, 2000 #4018
What are the pros/cons of 30 minute infomercial-type spots compared to :15, :30, or :60 spots with respect to production, unit cost, response, reach/frequency, target audience, etc.? Would the type of product be a factor in deciding whether to run :30 minute spots? Thank you.

 

The Media Guru Answers(Wednesday, December 06, 2000 ):
The questions are essentially direct marketing issues, but as to the media points included:
  • Unit cost: In the same time periods, :30s cost about half of :60s. :15s cost 50-75% as much as :30s. Half hours cost much more but not proportionatly more. This become tricky, because half hours are usually only sold at less popular, lowere price tiems so comparisons to standard, ROS commercials are decieving. Similarly short commercials bought at direct response rates are supposedly priced at half of normal rates but run in less desirable times and are highly pre-emptible.
  • Reach/frequency: A :15 spot has the same reeach as a 30 minute program at the same time. Since there will be many more different announcements with short commercials than half hours, for a given budget, the short commercials have better R&F, the shorter the better on this score. But direct response isn't usually evaluated on an R&F basis.
  • Target audience depends on time slot and not advertising length.
  • Response varies, based more on offer and execution than on format.

 


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Tuesday, December 05, 2000 #4017
Guru Can you tell me if there is anyway to track FSI spending for companies such as Best Buy, CompUSA, etc Thanks in advance

 

The Media Guru Answers(Wednesday, December 06, 2000 ):
The Guru doubts it.

 


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Tuesday, December 05, 2000 #4016
Hollow, Dear Guru! Can You help me please to clearify, is it possible to predict sales if we know expected advertising campaign effectivness? I mean can we somehow correlate pre-campaign analysys data with data we get from the client about the product? Is there any formulas and methods and what information about advertised product do I need?

 

The Media Guru Answers(Wednesday, December 06, 2000 ):
A.C. Nielsens' BASES is a system for this sort of analysis.

 


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Monday, December 04, 2000 #4015
Please help! I am currently marketing mobile billboards (Billboard trucks) to Advertisers and thier Agencies. 95% of those I contact seem to tell me flat out (before I even make a pitch) that they don't do mobile advertising. Is there a bad impression towards Mobile Billboards among media planners? Or Am I just not communicating with them in the right way? Thank you for your help!

 

The Media Guru Answers(Wednesday, December 06, 2000 ):
If you are contacting people who are buying outdoor, then the Guru would expect price or audience documentation to be the main issue.

 


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Monday, December 04, 2000 #4014
I have 150 sixty second radio spots on a classic rock station in Laurel Mississippi given to me in trade. What's the best way to turn it into cash?

 

The Media Guru Answers(Wednesday, December 06, 2000 ):
Assuming there are no restricions on your trade deal, find out who the postential advertisers in Laurel are -- the Guru assumes they are mostly local, whether Mom & Pop businesses or the local branches of Burger King and Kinney shoes. Contact these local prospects with below-market-price offers.

 


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Monday, December 04, 2000 #4013
Dear Media Guru, I've read all articles about recency planning written by E.Ephrone and i still have a question - can You say for what product categories or marketing goals(like product launch)it is better to use recency or effective frequency planning strategy?

 

The Media Guru Answers(Wednesday, December 06, 2000 ):
Recency is based on the idea that the advertising exposure closest to the time of purchase is most effective. Therefore, when products are purchased continuously across time, continuous advertising gives the best chance of exposure to a consumer clost to the time of a purchase.

At times when other issues than maximizing sales over time are dominant, scuh as short term promotions or building awareness of a new product, other scheduling is more appropriate

 


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Saturday, December 02, 2000 #4012
Where's the best place to find target composition against TV vs. radio vs. print, etc.

 

The Media Guru Answers(Saturday, December 02, 2000 ):

 


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Friday, December 01, 2000 #4011
What's your opinion on the media planners workload these days. The reason I ask, my director just retired and stated he couldn't handle the increased media to analyse (ie, additional stations, more mags, internet, guerilla, etc.). Back in his day, he mainly evaluated 3 networks and a couple mags. I wonder if all media professional experience burn-out much quicker than ever before. Just wanted your thoughts.

 

The Media Guru Answers(Saturday, December 02, 2000 ):
Your media director must be even older than the Guru if he could get away with only thinking about 3 networks and 'a couple mags.'

The number of tv options may have burgeoned in the the past 30 years, but not the number of spot markets, not the number of magazines which might be considered for any one campaign. And in that same period computers have taken over the number crunching load. 30 years ago we didn't even have electronic calculators.

 


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Friday, December 01, 2000 #4010
Guru, how do I develop R&F levels for: • Outdoor against the mass market and specific demograhic such as individual with $3Million in assets. • spot market print such as business journals, lifestyle mags etc, where there is no syndicated research such as MRI. • Local Cable against a high affluent audience

 

The Media Guru Answers(Sunday, December 03, 2000 ):
It is not clear whether your issue is determining the portion of the audience of each medium which falls within your target or whether the audience accumulation pattern among your target is the problem.

Syndicated print and product usage research, particularly The Mendelsohn Media Research Affluent Study, analyze audiences od many media specifically aimed at affluent subsegments, although "assets over $3million" may be too narrow for syndicated research to have evaluated.

Outdoor companies are usually prepared to run R&F analyses against a wide range of demographics. Commercial media software, such as ADplus from our susiter company Telmar can produce R&F analyses from minimal target data input.

 


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Friday, December 01, 2000 #4009
I handle a small investment advisor service client who's target is super affluent. They currently have decent awareness on the east coast but are virtually unknown on the west in LA where they just opened an office. They gave us a $1MM budget and we told them to use local cable on financial networks/programs, & other networks which generally reach a more affluent audience(A&E, Bravo, Golf Channel, etc). They are not convinced that TV will help them penetrate the market and assist with sales calls. Is there any way to convince them that TV is the best and most effective offensive media based on budget and awareness concerns. Thank you.

 

The Media Guru Answers(Saturday, December 02, 2000 ):
You should start with a comparison of target compostion of all the options. Almost anyone accepts tv as the most impactful medium, all else aside. Financial networks are appropriate. However, some print will be far more authoritative than simply affluent cable networks. Wall St. Journal, Barron's, Financial Times, etc.

 


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Friday, December 01, 2000 #4007
I am doing a national buy on an unwired radio network. There are 85 markets in the top 100. What is an average or acceptable CPP

 

The Media Guru Answers(Saturday, December 02, 2000 ):
Be guided by the radio rates in our Ad Data area. Unwired network may be as little as half the sum of the spot rates.

 


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Thursday, November 30, 2000 #4006
Guru--Can you please provide a suggested percentage of bonus spots for radio stations to include in annual negotiations to meet CPP goals? Also, do you have any suggested resources for more information on annual radio negotiations? Thanks!

 

The Media Guru Answers(Saturday, December 02, 2000 ):
The Guru would anwser differently to a buyer or a seller. If you want to make na assumption of how far below the estimated rating things might get, that answers your question. Since it's an annual negotiation, you need to determine at what points goals are evaluated, against what ratigns reports, and probably shouldn't see these as "bonus" if they are part of a goal.

In syndicated TV, these are called "recaps" which are spots reserved for the advertiser in case audience efficiency is not meeting the guarantee, but are recaptured by the syndicator if delivery meets projections.

If the marketplace is not unusually volatile, and the estimates are sensible, a very small percentage should be safe The Radio Advertising Bureau (RAB) may have further advice.

 


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Thursday, November 30, 2000 #4005
What are the strengths and weakenesses of using a :30 television spot vs. a :10 television spot. And vice- versa?

 

The Media Guru Answers(Saturday, December 02, 2000 ):
The sole advantage of a :10 is that it is cheaper than a :30, usually about half the price. This advantage may be turned into added frequency and reach.

But it is a message that may be half --or less -- as effective.

:10s are not as freely available so using the added frequency potential may not be realistic. :15's are the more commonly available short form.

 


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Thursday, November 30, 2000 #4003
What are the shares of various media in advertising?

 

The Media Guru Answers(Thursday, November 30, 2000 ):
The "Coen Report" from McCann is a good resource for this information.

 


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Wednesday, November 29, 2000 #4002
I am looking for information regarding the benefits of 30 versus 60 second commercials in radio. Anything measuring media effectiveness, notability, creative attentiveness etc. Thanks

 

The Media Guru Answers(Thursday, November 30, 2000 ):
Try The Radio Advertising Bureau (RAB) and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, November 29, 2000 #4001
where do I find a list of U.S. cities ranked by population size?

 

The Media Guru Answers(Wednesday, November 29, 2000 ):
Click here for the Census Bureau's 1999 rankings of cities over 100,000 population and other cities' population data.

 


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Wednesday, November 29, 2000 #3998
Where can i find the costs for staduim advertising (signage) baseball stadiums around the U.S.--specifically Atlanta, LA and houston?

 

The Media Guru Answers(Wednesday, November 29, 2000 ):
Generally these are sold directly by the individual teams.

 


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Wednesday, November 29, 2000 #3997
Dear Guru, URGENT PLEASE :-) I am searching for information on Travel/Trade Publications in Greece, can you receommend to me the best publication in Greece? Thanks for all the help.

 

The Media Guru Answers(Wednesday, November 29, 2000 ):

 


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Tuesday, November 28, 2000 #3996
Guru, I was wondering if there was an online database that listed all the television stations by market, but included their respective phone numbers. -Kristen

 

The Media Guru Answers(Tuesday, November 28, 2000 ):

 


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Tuesday, November 28, 2000 #3994
I'm trying to find out how much money DaimlerChrysler has spent on their "Five Star" advertising campaign. What sources are available to provide this information?

 

The Media Guru Answers(Tuesday, November 28, 2000 ):

 


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Monday, November 27, 2000 #3993
A client has asked for information pertaining to the level of advertising required to increase awareness and positively affect the perception of their company on an on-going basis. Is there a source for information regarding required grp levels for radio and television to maximize awareness. Our client is based in Phoenix, Arizona, with an interest in statewide coverage?

 

The Media Guru Answers(Wednesday, November 29, 2000 ):
Awareness relates most to the reach and frequency of a plan. You must reach more people more often to increase awareness. You must reach more people than are currently aware.

Click here to see past Guru responses about awareness and levels

For research, try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Monday, November 27, 2000 #3992
Why isn't spot radio posted ?

 

The Media Guru Answers(Monday, November 27, 2000 ):

 


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Monday, November 27, 2000 #3991
I am looking a an article by Erwin Ephron - "Propinquity/Recency and Now Avoid Paying Premium for Top-Rated TV Programming, for Cost-Effective Reach". DO you know where I can get this? Thanks!!!

 

The Media Guru Answers(Monday, November 27, 2000 ):
That specific article is not in AMIC's Erwin Ephron on Media area, but several of Erwin's others on Recency are. There is also direct contact information for further inquiries.

 


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Monday, November 27, 2000 #3990
Hi, is there any trend data regarding the length of TV commercials? Are they generally getting longer or shorter?

 

The Media Guru Answers(Wednesday, November 29, 2000 ):
In the US, over the long term, TV commercials have become shorter, but for many years there has been no movement beyond a certain level of :15's. Radio has seen a return to more :60's as the pricing of :30's has become the same as :60's.

 


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Monday, November 27, 2000 #3989
Is there an international trends that the durations of TV commercials are becoming longer or shorter or no specific trend ?

 

The Media Guru Answers(Wednesday, November 29, 2000 ):
In the US, over the long term, TV commercials have become shorter, but for many years there has been no movement beyond a certain level of :15's. Radio has seen a return to more :60's as the pricing of :30's has become the same as :60's.

In other countries your milage may vary.

 


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Monday, November 27, 2000 #3988
Hi, I am working on a toothpaste brand in India which is a national brand and has limited market share . It faces competition from Levers and Colgate Palmolive who spend many times more. The sensitivity analysis says that for 1% increase in trial, there is a 4% increase in volume. Need to know if u could advice me some models on GRPs to awareness and awareness to trial correlations Many many thanks

 

The Media Guru Answers(Wednesday, November 29, 2000 ):
Awareness relates more to the reach of a plan than GRP. You must reach more people more often to increase awareness.

Click here to see past Guru responses about awareness and GRP

For research, try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Saturday, November 25, 2000 #3987
Dear Guru, Iam new in this sector... Can you give me ideas for building brand loyalty & Trust for a Payphone Card? The Target is:Primary - School Kids/Teenagers/Young adults (to keep in touch with home & speak with friends Secondary - Expatriates / Tourists (for international calls) i am trying to set a new strategy for this client Can you help please.

 

The Media Guru Answers(Saturday, November 25, 2000 ):
You need to determine the decision makers. "School kids" are not likely to be buying their own phonecards. The Kids target is not likely to use the same media as expatriates or tourists. The Guru imagines you need to totally separate, unrelated plans. Probably using foreign or foreign language media for the expat/tourist target.

 


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Friday, November 24, 2000 #3986
What are the average advertising costs for a national magazine ad?

 

The Media Guru Answers(Saturday, November 25, 2000 ):
There is no useful answer to this question. There are thousands of National magazines, and many ad usits. Just considering the top several hundred or so, the range is from about $4300 for a black and white page in Modern Baking with a circulation of 27,000 to $266,400 for a 4 color page in Modern Maturity with a circulation of 20 million.

Saying that magazines with circulations around 4 million have page-4-color rates around $150,000 is not much more useful, nor accurate, in the Guru's opinion.

 


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Friday, November 24, 2000 #3985
I've heard that there are advertisers who pay to put their logo/ad on your vehicles. Are you familiar with this and which advertisers participate?

 

The Media Guru Answers(Friday, November 24, 2000 ):

 


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Friday, November 24, 2000 #3984
I am currently working as a media planner, and am keen to one day work on international accounts. How much benefit would it be to sepnd two years studying a part time masters degree? The degree I am interested in is a MSc Media and Communications at the LSE.

 

The Media Guru Answers(Friday, November 24, 2000 ):
Any education can be useful in given situations. But, the Guru does not think this degree would be worthwhile in pursuit of an international job in the U.S. In the UK, the job market may be different. Consult your local employment advertisements for such jobs. Do they require any such advanced degree?

 


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Friday, November 24, 2000 #3983
I am constantly being told that the banner is dead and that clients are moving away from banners to e-mail marketing. Do you think that this demise has been due to lack of targeting and hence ineffective campaigns. Shouldn't the Internet be able to provide one to one advertising?

 

The Media Guru Answers(Friday, November 24, 2000 ):
The Guru doesn't believe the banner is dead. The Guru doesn't see an upsurge in email marketing.

lack of targetting would be a failing of the online planner, more than the internet. Possibly the appeal of big sites over well focused site is a drawback. Or the pursuit of reach and frequency which are not the best use of internet media. "one to one" advertising sounds more like an email than web function. The Guru believes that anti-spam feeling continues to grow. Email "advertising" offers far more annoyance than sales power. In email, like banners, a fraction of one percent reponse rate is all that can be expected. When goals are not realistic, this rate of return is more likely to to be acceptable in email than banners, given the ad rates.

 


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Tuesday, November 21, 2000 #3982
Dear Media Guru, I need some help from you. I know that in the United States the GRP-trading system for radio do exist for a long time. But where I can get the information about the main characteristics of the research on which it based on (I have already visited the ARBITRON site, but there is not enough information of the periodicity of the research and the sample size)? And in addition, could you give me some referrences for sites or other coordinates of some GRP-sellers for radio in the US? And could you name the other countries who have the GRP-trading system for radio?

 

The Media Guru Answers(Friday, November 24, 2000 ):
Click here for the full schedule of Arbitron surveys.

The principal radio sellers in the US include Katz and Interep. Consult these sources for international information.

 


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Monday, November 20, 2000 #3980
how is being spent in europe on streaming

 

The Media Guru Answers(Friday, November 24, 2000 ):
The Guru has not seen any breakouts of ad spending by streaming media versus othe web formats, though there may be industry estimates.

If you mean how much is spent on production of streaming content, that is not a Media Planning/buying/research question.

 


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Monday, November 20, 2000 #3978
Where can I find a listing of publication with the material ship to information for that publication?

 

The Media Guru Answers(Friday, November 24, 2000 ):

 


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Monday, November 20, 2000 #3977
Hello. My client has asked us to write a survey asking television viewership by daypart. My question is this: How would I translate/convert the following Eastern Time Zone dayparts into Pacific, Mountain and Central? 7a-10 10a-1p 1p-4p 4p-7p 7p-8p 8p-11p 11p-1a 1a-7a Thank you!!!

 

The Media Guru Answers(Friday, November 24, 2000 ):
As a general rule, Eastern and Pacific are the same. Central and Mountain are also the same up to 3 pm, when they shift to one hour earlier. That is, 4pm start times or 8pm or 11pm start times are 3 pm or 7pm or 10pm, etc,

 


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Monday, November 20, 2000 #3976
We have as a client a national family style restaurant chain. Our TV media is based on impressions with 25% running in prime, 25% fringe and the rest is daytime. Many of our spots are falling in the court shows which deliver well; however, the client feels the environment of these court shows will downgrade their image because of overall program content and other advertisers in these types of programs. Seems they are full of TV lawyers, etc. Are their any studies that agree or disagree with this?

 

The Media Guru Answers(Friday, November 24, 2000 ):
First the Guru's theories:

1. When people like a program, they don't think badly of advertisers who support it, even if many other people do not respect the program.

2. Guilt by association with other advertisers is certainly possible, but again, if people like these sleazy court programs why would they attach negative connotations based on other, highly relevant advertisers?

For real research on the point, if the syndicator isn't helpful, try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Saturday, November 18, 2000 #3975
How can we reason for the phenomenon that usually longer campaign period(e.g. 3 weeks) could build a better reach for a certain effective freq. level, say 3+, as compared to a short campaign period like 1 week??

 

The Media Guru Answers(Sunday, November 19, 2000 ):
Over a longer period of time, more people become available to be reached, whether once or three times. The reach potential or people who have actually watched TV, over a three week period is greater than the potential in one week.

 


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Friday, November 17, 2000 #3974
Guru- I posted a question on Tuesday, October 24, 2000 #3907 about Cable advertising and you told me to: "Make sure you buy the cable outlets which duplicate least with your broadcast buys." What do you mean by this? Thanks!

 

The Media Guru Answers(Sunday, November 19, 2000 ):
In that query, you asked about justifying buying cable because of the concern that the broadcast networks undedelivered cable HH. So presumably your desire is to assure that your advertising schedule covers the cable homes which are not reached or exposed to adeqate message frequency through broadcast. Some cable networks tend to be more viewed by ("duplicate with") the same homes which are heavy viewers of broadcast tv and others attract viewers more different ("less duplicated") from the broadcast network viewer. These latter cable outlets better serve your purposes in considering cable.

When going from a plan to a buy, you move from the general (broadcast underdelivers) to the specific (cable network "A" or "B" delivers) to accomplish your goals.

 


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Friday, November 17, 2000 #3973
What is cost per miller? What is rating point? What is efective frecuency?

 

The Media Guru Answers(Friday, November 17, 2000 ):
  • The Guru has never encountered "cost per miller." Perhaps you mean "cost per mille" which is how some people interpret "CPM," which actually means cost per thousand, based on the Roman numeral "M."

    This in turn means cost per thousand impressions delivered by the medium. An impression is one exposure of advertising to one single member of the target audience.

  • Rating point is audience expressed as a ratio. Target impressions divided by target universe or "base". Thus, if the medium delivers 1,000 impressions and the population universe is 5,000, there are 20 rating points.
  • Effective frequency is a number of exposures judhged sufficient to effectively communicate a message. Therefore a plan may be judged according to the reach at this level of frequency or above. 3 is a commonly set level. The concept is going out of favor.

 


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Wednesday, November 15, 2000 #3972
I'm a newcomer to the site and I very much enjoy your bright responses. Re recency, you write >a core concept of recency is that once the third exposure is delivered, all additonal exposures are at 3+.< That concept belongs to Herb Krugman, ("Why Three Exposures May Be Enough.")whose work was misread as supporting effective frequency. The corresponding core concept of recency is a single exposure within a short planning interval is most cost-effective. These results in moderate TRP's and more weeks of advertising. When heavier weight is called for (i.e., new product introductions), instead of accepting random frequency, recency shortens the planning interval and maintains a solus reach goal. Planning for continuous reach produces a better distribution of frequency. My apology for this somewhat truncated explanation. I can provide greater detail if you'd like. Erwin

 

The Media Guru Answers(Thursday, November 16, 2000 ):
Erwin;

As the leading industry writer on the topic, your comments are greatly appreciated, and you'll have to excuse the Guru for using your own writings in his reply.

Maybe "seminal" concept would be a better term than "core" concept when the Guru cites this Krugman principal, since it is more part of the evolution than structure of recency.

Perhaps connecting the concepts himself, but gathering them from your own articles, such as Learned Any Ads Lately?, the Guru sees the concept that all additional exposure are at 3+, as part of the underpinnings of Recency. Because this idea gets us past the effective frequency issue, the -- superior, in the Guru's opinion -- Recency theory surmounts objections from the effective frequency camp.

 


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Wednesday, November 15, 2000 #3971
Hi Guru, I currently specialize in online media planning. I want to be able to broaden my skills and add in off-line media planning as well. I am not too familiar with this medium at all. Do you have any suggestions as to where I can begin to self-teach myself regarding off-line media planning? Thanks...

 

The Media Guru Answers(Thursday, November 16, 2000 ):
The Guru does not believe this can be effectively learned other than by doing it in a work environment, such as an ad agency.

 


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Wednesday, November 15, 2000 #3970
What are the number hours per week that the average person watches television

 

The Media Guru Answers(Thursday, November 16, 2000 ):
According to a recent report by Nielsen, TV usage ranges from 3 hours per day for teens to almost 5 hours per day for women 18+.

 


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Wednesday, November 15, 2000 #3969
What are the most important concequences of global television?

 

The Media Guru Answers(Thursday, November 16, 2000 ):
When and if it happens, it will probably have small impact, if it assumes a globally common language and universal products as a precondition.

 


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Tuesday, November 14, 2000 #3968
Breakup of the Expatriate Population in the US

 

The Media Guru Answers(Thursday, November 16, 2000 ):
Assuming by "expatriate" you mean foreign born and not some sub-set of that group, as of 1997, the latest country-level Census data available about the foreign born, there were 26 million foreign born in the U.S.:
  • Persons born in Central America, South America or the Caribbean were 51% of the foreign born,
  • Asians were 27%, and
  • Europeans 17%
  • 35% of the foreign born were naturalized citizens
Among the 13.1 million foreign born Latin Americans were
  • 7 million Mexicans
  • 913,000 Cubans
  • 607,000 Salvadorans and
  • 632,000 Dominicans
.

Among the 6.8 million Asian foreign born, were

  • 1.13 million Filipinos
  • 1.1 million Chinese
  • 770,000 Vietnamese
  • 748,000 Indians, and
  • 591,000 Koreans
.

 


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Tuesday, November 14, 2000 #3967
Is there an online directory where I can get a list of advertising and marketing industry trade periodicals?

 

The Media Guru Answers(Tuesday, November 14, 2000 ):

 


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Monday, November 13, 2000 #3966
how do you calculae radio reach and frequency by hand?

 

The Media Guru Answers(Thursday, November 16, 2000 ):
The calculation is complex, because it describes a curvilinear function and considers several factors, such as grp, dayparts, turnover, quarter hours in a daypart, # of stations, etc. Sometimes agencies run computer calculations of several schedules with varying components and print tables summarizing these to allow quick, rough calculations.

Visualize a left hand column of GRPs from 50 to 1000, in 50's
and adjacent columns for 1, 2, 3, 4 or 5+ stations.

Read across the appropriate GRP row to find the reach under the correct number of stations. But wait, you'd better make a different table for schedules running only 6am-7pm Monday to Friday and another table for Mon-Sunday 6am - midnight. But wait, you'd better make extra tables in each of those categories for when average rating is 1 and when average rating is 2, 3, etc.

Years ago, some reps and ratings report offered slide rules for the calculations.

 


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Monday, November 13, 2000 #3965
Can you give a definitive explanation of media quintiles (radio, tv, newspaper)?

 

The Media Guru Answers(Thursday, November 16, 2000 ):
Quintiles are used in two key ways:
  • Quintiles of media, and
  • Quintiles of schedules

Quintiles in either case involve dividing the people under consideration into five (quint-) equal groups for analysis. Why five? Why not? it has become the established method. Three groups would often be more useful: "average," "above average" and "below average" are easier to conceptualize. And some advertisers have considered "nine-tiles."

In media quintiles, the users of a medium, like radio, are divided into five equal groups, arrayed according to their heaviness of use, for example, the 20% of the population who listen to less than 3 hours of radio per week, those who listen to 3 to 6 hours, up through those who listen to 50+ hours. The range of hours of listening are set so that each range takes in 20% of the population. Then, other aspects of the behavior of these groups may be evaluated and lead to media or marketing decisions.

For example, if the lightest radio listeners are also light TV viewers, but the heavy newspaper readers, newspaper may be the best way to add reach to a radio plan and more evenly distribute frequency of exposure across all the people reached.

Quintiles of schedules are similar, but only consider those reached by a media schedule. For example if you had a radio schdule of 500 GRP in four weeks with a reach of 70 and a 7.1 average freqency, you might find that the lowest frequency 20% of your schedule reached (14 reach ou of the 70) had an average frequency of 1.0 and the highest frequency quintilehad an average frequecy of 19.8. When you add newspaper to the plan you can examine each quintile of the combined reach and will likely find the least reached group of the new total has a better average frequency.

 


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Monday, November 13, 2000 #3964
Dear Guru, I'm trying to understand the internet advertising terms and find it a bit difficult since in my country New Media is still taking it's first steps. There are some terms i often find in magazines and newsletters which i don't understand such as ''click-through rates'', ''interstitials'' and ''vortal''. I know that vortal is a vertical portal and I know what a portal is but can you give an example of a vortal? I am also a bit confused about the effectiveness of a banner. Should a banner be animated-entertaining or just serve the purpose of broadcasting a company's name? Thanks in advance

 

The Media Guru Answers(Thursday, November 16, 2000 ):
  • "Click-through rate" is the percentage of people who click on the banner out of all those who see the banner (see = browser "requests" the banner's graphic file)
  • The word "interstitial" means something that comes between other things. The internet usage has come to mean an advertising element that comes between the banner or other clickable material and the target site of the advertiser. Most commonly the interstitial is multimedia material.
  • A vortal is a portal which links many different sites or information sources within a particular category. Instead of giving a mix of general news, sport news, financial news, shopping guides, telephone listings and general internet search as the traditional portal does, a vortal might be solely concerned with financial information, like CBS Marketwatch or about Spanish / Hispanic interests, like QuePasa

 


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Monday, November 13, 2000 #3963
Media Management...what do you feel is the best way to charge clients who consistently change their media plans on a monthly. The standartd 15% can only cover so much. Should there be a change fee

 

The Media Guru Answers(Tuesday, November 14, 2000 ):
Typically, full service agencies charging 15% for ordinary sized accounts put up with these changes. Hence, many agencies have fee arrangements other than 15%. make an arrangement that reflects the work you do. If you are performing only media services and getting 15% your are well compensated.

 


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Friday, November 10, 2000 #3962
Where can I find full year 1999 spot cable revenue in each of the top 25 DMAs?

 

The Media Guru Answers(Sunday, November 12, 2000 ):

 


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Friday, November 10, 2000 #3961
Is there anyplace on the internet to find demographics for owners of certain types of vehicles (example Fords & Mazdas)?

 

The Media Guru Answers(Monday, November 13, 2000 ):
The Guru does not believe this is available free online anywhere.

But various data sources on car owners, like Polk, JD Power and MRI can be accesed on line through eTelmar.

 


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Friday, November 10, 2000 #3960
With what seems to be the demise of the online CPM model, we are trying to find other online ad revenue sources. How do sponsorships work and how do we find them? Are there any other online revenue potentials we can research? Thank you.

 

The Media Guru Answers(Sunday, November 12, 2000 ):
"Sponsorships" are a way of giving a marketer an identity on your site. It may be as simple as placing banners and pricing in a limp sum instead of CPM.

Visit Ad Resource for various revenue models.

 


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Thursday, November 09, 2000 #3959
Dear Guru - I have two questions - #1 - I have a client who wants a shifting reach pattern in place for a media test - No problem - however, there corporate department wants to run the test 2 on 2 off - I think it needs to be every week so that the hiatus time doesn't screw up the added frequency and reach you would receive by being on consistently - any thoughts? #2 - I have a new client that I am working up a media plan for in general terms of spots, reach and frequency. We are using 4 different medias in each market - Radio, TV, Internet and Outdoor - How do I estimate a total reach and frequency, GI and Persons Reached for each market to give to the client when I am using general CPP's to estimate numbers of spots, etc.?

 

The Media Guru Answers(Sunday, November 12, 2000 ):
The Guru doesn't understand your first question. What do you mean by "shifting reach pattern" and how do you ssuppose this is affected by the flighting? Where do you have a problem with reach and frequency in #2 other than the impossibilty of an accurate local market internet impressions count? Do you have reach and frequency tools for these media but face a local problem or something else?

 


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Thursday, November 09, 2000 #3958
What is the definition of dispersion and what is the formula? We are looking at various demos, their indexes across two programs to find out how stongly the shows are affiliated demographicaly. Is it a valid method to achieve such an objective.

 

The Media Guru Answers(Sunday, November 12, 2000 ):
You haven't stated an objective. "Dispersion" refers to the degree of difference in media outlet selection in your schedule. In TV it ususally refers to the number of different programs, in radio to the number of different stations, but may mean different dayparts. The usual basis for specifiying dispersion is how the reach models were constructed.

 


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Thursday, November 09, 2000 #3957
Dear Media Guru, Do you know if any research has been done on the effectiveness of trade advertising in consumer media? Any help with this would be greatly appreciated.

 

The Media Guru Answers(Sunday, November 12, 2000 ):
Try Starch and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, November 09, 2000 #3956
Dear Guru are you aware of any research that compares the effectiveness of a full-page magazine ad vs half-page spread?

 

The Media Guru Answers(Thursday, November 09, 2000 ):
See Starch.

 


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Wednesday, November 08, 2000 #3955
Dear Guru, I'm looking for the most up-to-date total annual advertising revenues from IN HOUSE agencies in the US. I've checked AdAge, and CMR. While I'm at it, any thoughts on how I would find the same #'s for small/independent media planning agencies?

 

The Media Guru Answers(Sunday, November 12, 2000 ):
CMR (Competitive Media Reports) is the only likely source. But your quest may be fruitless, because of terminology. In house agencies might show up undistinguished from advertiser direct, if the purchaser is recorded at all. "Small" and "independent" are hardley synonymous in media shops, nor likley to be grouped together.

 


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Wednesday, November 08, 2000 #3954
Hello Media Guru, I work for a franchise organization that purchases general market network radio. A small percentage of the stations on the radio networks are Hispanic. Our creative is, naturally, intended for the general market and thus does not air in Spanish. We have had several complaints from our field offices that this offensive to our Spanish-speaking consumers. I have heard that there is a way to "block" those stations from airing our message. However, I need to first verify that this is truly considered offensive, as some believe that it can't hurt and just adds exposure of our message. I have reveiwed sources that show a language preference, but do you know where I can find information that might support the argument that the field offices make? Thank you for your help!

 

The Media Guru Answers(Sunday, November 12, 2000 ):
There are numerous sources which demonstrate that Spanish advertising is more effective than English advertisng among Hispanics, but the situation you describe is a bit odd.

The Guru wonders why a general market radio network would have Spanish language stations in its lineup? And why would Spanish language stations carry an English language network? But if that situation existed, and Spanish speaking consumers were hearing English language programming, it is not likely that they would be "offended" by English language commercials within that programming.

And, if you are making an "un-wired" buy, that is merely time on stations with no programming involved, then you should be able to substitute Spanish copy on the relevant stations.

 


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Wednesday, November 08, 2000 #3952
Dear Guru, I am doing some research involving Business Reply Cards (BRC) and Product Reply Cards (Bingo Cards). We would like to know which one would get a better response for our client. The BRC would obviously be located next to the ad, and the Bingo Card would be in the back of the publication.

 

The Media Guru Answers(Sunday, November 12, 2000 ):
Clearly the BRC makes it much more obvious that the advertiser has an offer of information or whatever. In some books where Bingo cards are more common the reader may have formed a habit of preferring that method to save effort on filling out addresses. The Guru would speculate that the BRC gets a more qualifed response.

 


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Wednesday, November 08, 2000 #3951
I am in the process of making a media plan targeting Germany and UK, but have had problems finding resources for those areas. What I would really like to find is something comparable to an SRDS book that gives the prices along with ratings, reach, Index, frequency. etc. Thankyou for your help!

 

The Media Guru Answers(Wednesday, November 08, 2000 ):
International Media Guide is the analog to srds, but don't expect ratings or reach and frequency from either.

 


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Wednesday, November 08, 2000 #3950
Dear Guru, How is reach and frequency determined for a print (magazine) schedule?

 

The Media Guru Answers(Sunday, November 12, 2000 ):
The average issue audience, measured duplication between issues of the same publication and between different publications are compiled using various formulas. Generally commercial media software like Telmar's or that of the magazine measurement vendors is used.

 


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Tuesday, November 07, 2000 #3949
Guru---What is your opinion on placing a retail client's ad in a Holiday Gift Guide...do you feel there is too much clutter and is ROP preferred? The price for guides vs ROP is very similar and not a deciding factor....this is merely a question of location---thanks for your help!

 

The Media Guru Answers(Sunday, November 12, 2000 ):
For a small space ad, the Guru believes these gift guides to a good job af attracting the attention of the reader in the mood to buy.

 


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Tuesday, November 07, 2000 #3948
WHat is the difference between a general media AMD position and an AOR AMD position? My headhumter wants to send me for an AOR position. How can I best prepare for this interview? Thanks!

 

The Media Guru Answers(Tuesday, November 07, 2000 ):
An AOR is the agency repsonsible for making the advertiser's buys. Presumably the AMD must be concerned with managing the flow of buy orders and stewardship as well as interfacing with the client's media department.

If you are not familiar with network and magazine buying, that's probably what you should brush up on, if that is within the AOR assignment.

 


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Tuesday, November 07, 2000 #3947
What are your thoughts on the use of radio as an alternative to TV in recency planning? Do you see it as a viable alternative?

 

The Media Guru Answers(Tuesday, November 07, 2000 ):
Recency planning does not dictate the medium used.

 


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Monday, November 06, 2000 #3946
To what does "zoned" advertorials refer?

 

The Media Guru Answers(Monday, November 06, 2000 ):
"Zoned" refers to newspapers' publishing varying editions in different geographic areas of their markets.

 


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Monday, November 06, 2000 #3945
How and when do you do a weight average?

 

The Media Guru Answers(Tuesday, November 07, 2000 ):
Weighted averages are used to calculate the overall average when you have percentages of various groups that are parts of the larger whole. Click here to see past Guru responses using weighted averages.

 


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Monday, November 06, 2000 #3944
Can you recommend me any sites with information about ad serving and management on the web?

 

The Media Guru Answers(Tuesday, November 07, 2000 ):

 


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Friday, November 03, 2000 #3943
Hello Guru, I was wondering if you knew what - a Portal with 6+ websites aimed at a specific target market (globally/translations) with over 40M unique hits per annum and exclusive branding rights to the site with over 2000 pages - be worth to an Advertiser. As we are not doing banners, the advertisers Logo and Branding will be intergrated in with the design and layout of the page and site. We have been told by various Marketing Sources $10-20M (USD) per site but as Branding on the Web (in this format) is relatively new, there are no guidelines yet. Your input and comments would be very appreciated! Wayne Sharp

 

The Media Guru Answers(Tuesday, November 07, 2000 ):
40,000 "unique hits" per year is extremely few as commercial sites go. The Guru assumes you mean "unique visits" as "hits' doesn't make sense in this context. In fact, neither does "uniques visits per annum." The Guru imagines you are adding up 12 months worth of unique visits, which may not be mutually unique.

Your expected pricing of "$10,000 - $20,000" per site seems ludicrously high, equating to a cpm of $1500 - $3000. Perhaps your low-traffic site has totally unique content of unique value to specific sponsors?

see Ad Resource for current rate comparisons.

 


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Friday, November 03, 2000 #3942
We are a ad network based in Asia and represent a large number of web sites. These web sites have around 25% inventory coming from USA, Europe and Australia. We, however do not have a sales force presence in these markets. Do you know of any source where I could get links to concessionaires / sales agents in these regions? We already know of the larger ad networks in these regions and would not like to work with them.

 

The Media Guru Answers(Tuesday, November 07, 2000 ):
To find the harder to find reps you may need to work a search engine. See AMICs web sites area first.

 


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Thursday, November 02, 2000 #3940
How much money has been spent on radio advertising during the first half of this year?

 

The Media Guru Answers(Tuesday, November 07, 2000 ):

 


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Thursday, November 02, 2000 #3939
I know it varies but what is the average amount of commercials per hour on radio?

 

The Media Guru Answers(Tuesday, November 07, 2000 ):

 


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Thursday, November 02, 2000 #3938
Do banner ad CPMs still tally when the browser is minimized? My guess would be yes, but I'd like to know for sure.

 

The Media Guru Answers(Thursday, November 02, 2000 ):
Impressions are counted when an ad is "served," that is, the browser takes an action causing the ad to be sent by the serving computer. Typcally, the action of arriving at a page of a web site when the user has clicked on or typed in a link is the action causing an ad to be served. Obviously, this can't happen when a browser is minimized. Some servers may rotate ads and load new ones on the same page simply because time has passed. This will cause an impression to register even though the browser is minimized. It is one of many bogus counts, similar to a bottom of the page ad which is never seen because it is outside the range of the browser window.

 


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Thursday, November 02, 2000 #3937
What research is available on the effectiveness of trade magazine advertising versus other mediums?

 

The Media Guru Answers(Monday, November 06, 2000 ):
Try Cahners

 


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Wednesday, November 01, 2000 #3936
This is a little convoluted and I apologize, but my question is: In the world of internet advertising are there such a thing as an ad reseller? I am working on a business plan for my CEO and he seems to think that there will be an opportunity to add to our basic service by securing advertising for our website clients. If there is such an animal what typically is the comission, for lack of a better term.

 

The Media Guru Answers(Monday, November 06, 2000 ):
There are several internet ad sales reps. Click here to see past Guru responses about internet sales reps.

 


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Wednesday, November 01, 2000 #3935
Where do I find information on weekly GRP levels to use in radio for a service that is constant throughout the year, with no seasonality?

 

The Media Guru Answers(Monday, November 06, 2000 ):
  • Determine GRP from desired reach and or frequency
  • Determine desired reach / frequency from awareness or sales goals; you can only sell to people who are aware of the service.

 


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Wednesday, November 01, 2000 #3934
Dear Guru, could you please explain what is usually meant by CPH?

 

The Media Guru Answers(Monday, November 06, 2000 ):
Depending on who said it and to whom and in what context, it could be many things. The "CP" is surely "Cost per." The first meaning for the "H" which occurs to the Guru is hour. It is not a familiar term.

 


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Tuesday, October 31, 2000 #3933
What is the total U.S. advertising by year for all products?

 

The Media Guru Answers(Monday, November 06, 2000 ):
See the archives of Ad Age.

 


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Tuesday, October 31, 2000 #3932
Since the Internet caters to the world, do websites have a standard page or are they customizaed for each region/market?

 

The Media Guru Answers(Tuesday, October 31, 2000 ):
Some do it one way, others don't. Not all websites (probably not most) care about countries other than their own home. Some, for example StarMedia, are specifically intended to serve different countries differently. Some of these automatically detect the users country of origin and act appropriately, or offer a choice, assuming users in one country may be interested in content aimed at another country.

 


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Tuesday, October 31, 2000 #3931
Like everyone else, I'm trying to assess the impact of the web on print media. Do you have any statistics (or resources) on the print media universe -- including total numbers of publications and what direction those numbers are trending?

 

The Media Guru Answers(Monday, November 06, 2000 ):
The numbers of publications are too vast -- over 11,000 US alone -- to try to infer anything about the impact of the internet from the handful that come or go annually. Internet users are the same people who tend to be readers, overall. You might look at time-spent-reading among the net of the top 100 publications in MRI against interent use of the same magazines' readers.

 


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Monday, October 30, 2000 #3930
Today's interactive print seems to focus on the CueCat. Years ago there was selective binding in magazines. Are there any other interactive magazine or newspaper media out there today or on the drawing board that you know about?

 

The Media Guru Answers(Monday, November 06, 2000 ):
There will probably be CueCat imitator, who will do it better. They won't be shy about making themselves known.

 


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Monday, October 30, 2000 #3928
What is the typical awareness decay when advertising goes off air? Specifically, we have been running a campaign since April, 2000 consisting of Cable TV, Print, Internet, and some guerilla media. The current total plan delivers 75/15.2/1138 against A12-24.

 

The Media Guru Answers(Thursday, November 02, 2000 ):
One theory says each weeks awarness is about 90% of the prior weeks' when there is no advertising. Of course one would expect this to vary depending on other advertising in the market, how high awareness had risen, current share of market, etc.

 


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Monday, October 30, 2000 #3927
Guru - are you aware of any print research regading the use of snipes on print ads? We have a client who's asking for justification (beyond the common-sense reasons).

 

The Media Guru Answers(Thursday, November 02, 2000 ):
Most likely resource is Starch. Other data will be available through The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Monday, October 30, 2000 #3926
Very basic: Why can't I add the weekly frequency for each week in a 13 week flight and have it total the frequency for the total 13 week flight? I know that I can't do this; but I couldn't explain it properly to someone. Help

 

The Media Guru Answers(Monday, October 30, 2000 ):
If you mean the simplest definition of "frequency," that is the number of ads in the scedule, then you can do what you say. But most likely you are referring to average frequency of exposure, as in "Reach and Frequency."

Like reach, this kind of frequency is not additive. Why? Because it refers to the average frequency of exposure among the people reached. Suppose your campaign looks like this:

Week # Weekly Reach

Weekly Freq.

Cumulative Reach

Cumulative Frequency

1 20 1.2 20 1.2
2 20 1.2 27 1.5
3 20 1.2 36 1.7
4 20 1.2 40 2.0
5 20 1.2 43 2.3
6 20 1.2 45 2.7
7 20 1.2 46 3.0
8 20 1.2 47 3.4
9 20 1.2 48 3.8
10 20 1.2 49 4.1
11 20 1.2 50 4.4
12 20 1.2 50 4.8
13 20 1.2 50 5.2
If you added weekly frequency, you would get a frequency of 15.6 by the 13th week instead of the correct 5.2. The trick is that the average frequency is the average among a different group of people each week. As more people are reached, the group grows. So the frequency of week number one is the average among 20% of your target, and in week number two it's the average among 27% of your target.

 


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Monday, October 30, 2000 #3924
I am looking for a source of average agency charges.. 15% yes--I would like to know what is the average for a press release-What is the average for a display ad layout--What is the average to prepare and send out a public service announcement for a non-profit organization-What is the average for a television commercial-What is the average for a radio commercial. Is there any source for this???

 

The Media Guru Answers(Monday, October 30, 2000 ):
The American Association of Advertising Agencies would compile typical agency charges for services.

 


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Friday, October 27, 2000 #3922
Can you clarify the difference between a pulsing strategy and a burst stratgey? And are either one contradictory to or in support of the recency theory?

 

The Media Guru Answers(Monday, October 30, 2000 ):
As the Guru sees it, "pulsing" refers to alternating, short and equal flights of advertising and periods of hitaus. Burst refers to sporadic higher levels, with no particular flight vs hiatus rhtym, nor equality of levels.

Pulsing is clearly contrary to recency. Bursts, if they are sporadic higher levels within lower level, continuous activity are not totally at odds with recency.

 


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Friday, October 27, 2000 #3921
Dear Guru - I work in a vacuum. Do you have any suggestions for associations/forums that are useful for media planners/buyers? I used to be a research manager and was a member of the MPA and found that to be helpful.I just don't know of any for media planning. Thanks

 

The Media Guru Answers(Monday, October 30, 2000 ):
The Guru has encountered general advertising organizations, like "The Ad Club" and media research oriented groups like the Media Research Club of Chicago, but never a media planning organization. You will find relevant working groups within The Advertising Research Foundation, AAF, anf American Association of Advertising Agencies.

 


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Friday, October 27, 2000 #3920
Guru- Is this any information to reference why it is better to flight a radio schedule instead of running 52 weeks beside it being cheaper?

 

The Media Guru Answers(Monday, October 30, 2000 ):
When you refer to "cheaper" it implies that you are talking about running less advertising in your flighted schedule than in your 52 week schedule. Generally, this would not be better in any way other than being cheaper. If you wanted to compare 52 weeks at 100 GRP per weeks versus running flights of 4 weeks on / 4 weeks off at 200 GRP per week, then there could be pros and cons on both sides.

 


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Friday, October 27, 2000 #3919
Do you know of a theory that analyzes when it is ok for an advertiser to go dark with advertising?

 

The Media Guru Answers(Monday, October 30, 2000 ):
Assuming sales occur constantly, going dark is never "ok." There are many theories about when it is les of problem. And known times to be quiet, such as following particularly bad publicity, like airlines after a plane crash.

 


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Thursday, October 26, 2000 #3917
Where can I find companies that monitor my client's television commercials?

 

The Media Guru Answers(Monday, October 30, 2000 ):
One resource is VideoMonitoring.

 


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Thursday, October 26, 2000 #3916
Dear Guru - I've checked out media exxchange sites and find them to be confusing. There doesn't seem to be an opportunity to browse their sites without first providing credit information on my company. Since I don't own this place, I'm hesitant to give out information. In your experience, have you found these exchanges to be worthwhile or better yet, a safe place to buy media? I hope this question isn't too sophomoric, but I just don't trust it. Thanks.

 

The Media Guru Answers(Monday, October 30, 2000 ):
Some sites show the kinds of offers currently available without intrusive credit information requirements. The Guru agrees that most typical media buyers will not have the authority to obligate company credit cards.

Try 1 Media Place

 


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Thursday, October 26, 2000 #3915
Dear Guru, I'm looking for a source that explains, step by step, the process that a media planner would go through to evaluate trade publiations. Can you help?

 

The Media Guru Answers(Monday, October 30, 2000 ):
No doubt the process is presented in some media texts: see the AMIC Bookstore (in association with Amazon.com). The Magazine Publishers' Association might also have a checklist.

The essential process will be like evaluation of any media: audience quantity, audience quality, "added value" and cost. The differences will come in how audience quality is judged in trade media. This may depend on what categories of business read the book versus your target, how they acquire the book (paid / free / controlled) and the authority of the book in its field.

 


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Thursday, October 26, 2000 #3914
Hello Guru: Is there any site that provides figures on net users for varius countries; specially for Asian countries. Thanks in advance.

 

The Media Guru Answers(Thursday, October 26, 2000 ):

 


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Wednesday, October 25, 2000 #3912
How effective is direct response advertising?

 

The Media Guru Answers(Monday, October 30, 2000 ):
It depends on how you define "effective."

Typical DR return might be 1-2%. If that produces profit in excess of cost, it is effective. Since DR is the one advertising form best able to evaluate its own effectiveness, and we see the same advertisers repeating time after time, one presumes it is effective.

Experience teaches DR advertisers what are the most effective offers, copy and targets.

 


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Wednesday, October 25, 2000 #3910
COuld you provide me with a source for US Hispanic besides Nielsen.

 

The Media Guru Answers(Monday, October 30, 2000 ):
Nielsen is the only continuous, syndicated, measurement of U.S Hispanic TV audience.

Other, annual or semi-annual media measures will give some sort of Hispanic TV information, these include Simmons, MRI, Scarborough or Media Audit. The are numerous other sources of other Hispanic Market information. See Abbott Wool's Market Segment Resource Locator

 


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Wednesday, October 25, 2000 #3909
Could you provide the total ad spend in latin america for cable (total and pan regional dollars)

 

The Media Guru Answers(Monday, October 30, 2000 ):
CMR (Competitive Media Reports) is now part of a multinational company. Try your question on them.

 


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Tuesday, October 24, 2000 #3907
I sat through a compelling "why cable advertising" presentation and while I buy into the fact that Cable HH's index higher qualitatively, I was really interested in the Nielsen Audience Diversion data they presented. It showed the local affiliates under delivering in the cable HH and Over delivering in the non cable HH. This looks like some real justification for buying cable. Any thoughts?

 

The Media Guru Answers(Wednesday, October 25, 2000 ):
Let's break it down:

The basic Nielsen HH rating is the average of program delivery in cable homes and non-cable homes.

Naturally the non-cable homes, with only a small handful of viewing choices, will be more likely to watch broadcast programs and cable homes, with three or four or ten times as many options, will have a lower rating for any of the boradcast options.

If your target is the kind of somewhat upscale HH that has cable, there may be some reason to buy cable. Upscale HH are not better unless they are better users of your product.

Make sure you buy the cable outlets which duplicate least with your broadcast buys.

 


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Tuesday, October 24, 2000 #3906
what is a 30 sheet and where is is typically found?

 

The Media Guru Answers(Wednesday, October 25, 2000 ):
30 sheet is the typical highway billboard, about 10' 5" high and 22' 8" wide.

 


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Tuesday, October 24, 2000 #3905
Dear Guru, I would like to know where I can go to see a rating of web sites per visitors, ad expending, etc. Also where I can find out about competitors online ad plans, case studies, etc. I am currently planning for next year.

 

The Media Guru Answers(Wednesday, October 25, 2000 ):
MediaMetrix, Nielsen//Netratings, AdZoneInteractive.

Current plans are usually treated as confidential. Case sutudeis may be found at The Internet Advertising Bureau among others.

 


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Tuesday, October 24, 2000 #3904
dear guru im studying gender sterotyping in advertising is there any place or websites recommended with this topicm or are there other members who i should talk to

 

The Media Guru Answers(Wednesday, October 25, 2000 ):
There is likley to be material on this at The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Tuesday, October 24, 2000 #3903
hi guru I have two questions 1)Is a rating for one telecast of a TV program equvilant to a one-telecast reach 2) If a TV program were measured for 52 programs (consecutively) what would the shape of the reach curve for the program look like Thanx Sarwar Khan (Lintas:Pakistan)

 

The Media Guru Answers(Wednesday, October 25, 2000 ):
1. Yes

2. Like all reach curves, it would rise rapidly at first and then flatten. Depending on the rating size and program type, the point of flattening will vary. Five-day-a-week programs tend to have loyal viewers and quickly flatyening curves. Once a week movies have more variable audience and flatten later. At 52 episodes, any single program is likely to have ceased any significant addition of new reach.

 


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Saturday, October 21, 2000 #3902
dear guru, im working for a portal company . we are situated in middle east where internet availablity is stiill to gear up. we r on the verge to launch our portal and in due regard of that i would like to know your views regarding planning the launch or please suggest me any site or book available in regrd same . thanks. e mail-chandrabhal@yahoo.com

 

The Media Guru Answers(Sunday, October 22, 2000 ):
The idea of a portal aimed at an area without internet users perplexes the Guru. But the archives of a magazine like The Industry Standard probably has useful anecdotes.

 


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Friday, October 20, 2000 #3901
Guru - I'm working on a recruitment campaign for a high-tech company in some local mkts (NYC, Denver, Jackson, MS, etc). I'm based out of Boston and there's a local high-tech pub called "Mass High Tech" which is perfect for this plan. Can you recommend how I can find other local pubs like this w/o subscribing to SRDS's Newspaper source? I've tapped all of my free newspaper resources. Again, thank you very much!

 

The Media Guru Answers(Sunday, October 22, 2000 ):
Your local version, "Mass High Tech" might be able to recommend comparable publications in other localities.

 


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Friday, October 20, 2000 #3900
Rome 20 October, 2000 . Dear Guru , I am thinking to planning an Ad campaign on Restaurants placemats. I would like know something about "the timing of exposure of Ads to gain the best effectiveness : in the case , I would like to know the effectivness of 3 or more exposures in 1 or 2 hours . Thanks Daniele Giacobbe

 

The Media Guru Answers(Sunday, October 22, 2000 ):
This doesn't seem to relate to placemats. There have been experiments with multiple commercials in one pod, multiple ads in one program and multiple ads in one issue on magazines and newspapers. Probably even consecutive highway billboards. Generally these put a premium on frequency. For the ultimate collection of relevant research, see The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, October 19, 2000 #3898
I need help. We have a client that wants to do a campaign around sports programming and corporate sponsorships. We are looking at 12 markets - most in the top 20 DMA's. Here is my problem: We've been asked to make a recommendation on whether it is better to run on local TV, radio and in-stadium signage as packages in each of these 12 markets or, if it is more effective to run on FOX Sports Net regionally in 12 markets. 42,000 sales people later - I am getting the idea that no one can give me accurate audience numbers for radio live broadcast of home game coverage. Do you know I can get this? Also, do you have any opinion on the effectiveness of Corporate Sports sponsorship packages. These are major teams that I am talking to - Stars, Lakers, Mets etc.

 

The Media Guru Answers(Sunday, October 22, 2000 ):
There are no syndicated measures of individual sports events on radio. Stations may have commissioned incidental studies, ask them.

In the Guru's opinion, corporate sports sponsorships do more for corporate management egos than they do for marketing. If your target is very committed to the sport in question, or the product is closely related, like motor oil to auto racing, then it can be an effective measure.

 


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Thursday, October 19, 2000 #3897
Dear Guru: My events department asked my how to estimate the "media value" of a product metion during the lead story of a primetime show like entertainment tonight. I told them that this was a very broad question, and it would vary depending on who the target was, what the ratings were, and what value really meant (i.e, dollars? contirbution to product sales? % contribution to frequency of a campaign, etc. They didn't know. Can you confirm how to go about this? What info do I really need? Am I on the right track? Do you have any math formulas to estimate this? Thanks!

 

The Media Guru Answers(Thursday, October 19, 2000 ):
Your thinking is exactly right. The Guru kows you as a regular and recognizes that you have followed his thinking from replies to past queries.

In terms of "media value" you would best stick to media metrics, like dollars, reach, frequency, etc. In considering dollars, you can relate the length of the metion --full context, not just brand name mention -- to price of commercials.

If thinking about impact, the Guru believes such a mention, is worth twice as much as advertising because of its implied indorsement. This of course assumes it's a positive mention, not something like "the strangler's weapon was a pair of Donna Karan pantyhose."

 


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Wednesday, October 18, 2000 #3896
Dear Guru: Im a writer working for Media magazine, which is read by about 30,000 media buyers and planners. Im writing a story about senior citizens' use of the Web. Do you know of buyers or agencies that have experience appealing to this demographic?

 

The Media Guru Answers(Wednesday, October 18, 2000 ):
This has been a specialty of Cadwell Davis.

 


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Wednesday, October 18, 2000 #3895
Media Guru, do you know of any available sources showing cable TV household penetration by zip code? Thanks.

 

The Media Guru Answers(Wednesday, October 18, 2000 ):
Nielsen will have this data.

 


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Tuesday, October 17, 2000 #3894
I'm looking for a class/seminar on how to write an effective media plan. Do you know of any?

 

The Media Guru Answers(Tuesday, October 17, 2000 ):
The Guru never recommends seminars.

 


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Tuesday, October 17, 2000 #3893
could you explain 1st, 2nd, and 3rd tier advertising?

 

The Media Guru Answers(Tuesday, October 17, 2000 ):
The Guru needs a context for the terms. They are not standard, and may be someone's particular way of thinking about advertising.

 


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Tuesday, October 17, 2000 #3892
Guru, I am the only media buyer/planner of a small agency with very few resources. I rarely buy radio, but when I do, I have no resource (such as Tapscan). Can you suggest any n/c service online which could supply stations by DMA and formats? I don't buy enough radio to ask my boss for Tapscan software. Much appreciated!

 

The Media Guru Answers(Tuesday, October 17, 2000 ):

 


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Tuesday, October 17, 2000 #3891
We have a client who wants an internet media plan, but will be using a buying service to place the buys. They have a monthly budget of $40k. Do you have any suggestions on how to price a media plan when not being involved on receiving agency discounts from the buys? Also, are there any average commission levels agencies use when purchasing internet buys? Thanks for any help you can offer.

 

The Media Guru Answers(Tuesday, October 17, 2000 ):
The starting point, of course, is that the whole agency process is worth 15% of gross.

Many cases allocate 5% to media and 10% to the rest of the agency thinking work; creative, account service, etc.

In the internet, as in magazines, "planning" is very specific, down to number of uses per title, and on-line even more so, with pages, sections, units all part of the plan. This leaves the buying service with not much more to do than order processing. All this says planning might be worth 3 or 4% and buying 1 or 2%. If the buying service is pre-negotiating and providing you with prices on all the placement possibilites your plan will consider, then that tilts toward the 3/2 split. If it's purely order taking to your specifications, then 4/1.

 


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Monday, October 16, 2000 #3890
In the recommendation of a continuation of a national brand strategy do I allocate more budget toward broadcast or print? Or should I just drop one completely? Why?

 

The Media Guru Answers(Tuesday, October 17, 2000 ):
Not enough information. What has been primary so far? What relationships have been established with / through the media? What is the national strategy?

 


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Sunday, October 15, 2000 #3889
What does ROP stand for?

 

The Media Guru Answers(Sunday, October 15, 2000 ):
"Run of Press:" All the ordinary pages of the newspaper.

 


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Friday, October 13, 2000 #3888
what is the difference in media planning to a FMCG product and a dot com portal

 

The Media Guru Answers(Saturday, October 14, 2000 ):
The difference in media planning between any two categories is about the markleting situation.

Fast Moving Consumer Goods need continuous presence in highly competitive marketplaces which generally rely on retail outlets to complet the circle with consumers.

Dot-coms have different targets, have an end goal of communication alone and will best rely on differnet media.

The planning process, however is essentially the same: turning marketing goals into advertising goals, advertising goals into media goals and answering the goals with the media which best deliver them.

 


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Friday, October 13, 2000 #3887
I am interested in getting projected percentages of rate and cpm ioncreases for each major media type for 2001 over 2000.

 

The Media Guru Answers(Saturday, October 14, 2000 ):

 


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Thursday, October 12, 2000 #3886
How do you determine the level of GRP's/week needed in radio or TV to establish an acceptable level for "Brand Positioning"?

 

The Media Guru Answers(Saturday, October 14, 2000 ):
Brand positioning is a process, not a goal. Positioning as what, against what, in what competitive situation are the issues which will determine GRP per week.

A new brand entering the market with a totally unique positoning has different needs than an established brand trying on a new marketing position.

Analyze the marketing situation first.

 


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Thursday, October 12, 2000 #3885
I've seen this question asked before and have gone adage and mediaweek but they don't have the current entry-level/salaries/per region; specifically media planning and Buying. Is there another website or publication that you can refer this soon-to-be Business/Marketing graduate. R. G. A.

 

The Media Guru Answers(Saturday, October 14, 2000 ):
There are two sources other than the trade media you mentioned. Current classified ads in the regions you want to consider or headhunters serving these regions.

 


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Thursday, October 12, 2000 #3884
Hi there, I just wanted to have a more in depth knowledge of why print, why outdoor and why radio. From chanelle

 

The Media Guru Answers(Saturday, October 14, 2000 ):
A single Guru response cannot convey depth of understanding. In different marketing situations, these media are used for different reasons. For extended discussion, exploring various issues about these media,

 


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Wednesday, October 11, 2000 #3883
What would the best food/wine magazines that avail, either specifically or have a regional print run in Northern California targeting 40Yrs+ high income earners

 

The Media Guru Answers(Wednesday, October 11, 2000 ):
It is the nature of food & wine magazines to appeal to an older, upper income reader. Only the largest, such as Food + Wine, Gourmet, or Bon Appetit might have such a geographic availability.

 


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Wednesday, October 11, 2000 #3882
Is There any no charge site that enables to know where a certain company has banners or adds in the net? We need to advertise an international school www, what is the best way to learn where to banner?

 

The Media Guru Answers(Wednesday, October 11, 2000 ):
No. This data costs money.

 


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Tuesday, October 10, 2000 #3881
I'm a print media business-to-business editor; I've worked for my publisher for 15 years. I'm trying to encourage him to learn how to market our magazine's website, but he seems to think that selling on a website is the same as selling an ad. on a printed page. Where can I find information and guidance, to show him that this is a different world requiring different strategies and techniques?

 

The Media Guru Answers(Tuesday, October 10, 2000 ):
Why not "walk" him through a major, successful B2B site like CMP's ChannelWeb. Point out the different types of ads, programs and relationships. Talk also about how the audeinces of various "pages" may diifere in audience size and composition, totally unlike print media.

 


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Tuesday, October 10, 2000 #3880
Hi Media Guru, What is the normal length of a test market campaign? More specifically, if we're testing in a total of 9 markets- 3 low spend/3med spend/3 high spend. Thanks for your help.

 

The Media Guru Answers(Tuesday, October 10, 2000 ):
No such thing as "normal" here. At least three months, not more than a year. It also depends on what you're testing. If it's a scenario of ongoing weight for a non-seasonal consumer product, longer is better. If it's something that only sells during two onths of the year. . .

 


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Monday, October 09, 2000 #3878
What are the differences between Nielsen Competitive Spending and CMR? Is one more accurate than the other?

 

The Media Guru Answers(Monday, October 09, 2000 ):
CMR does all media, Nielsen is TV only. Nielsen only reports on stations with at least 3 share of households in the latest three ratings reports. Their feature is inclusion of ratings with spending. Otherwise, "accuracy" sould be comparable.

 


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Monday, October 09, 2000 #3877
What are the best computer programs for media planning? We are a small shop that does it pretty much manually and need a program to do small print media buys.

 

The Media Guru Answers(Monday, October 09, 2000 ):
The Guru recommends Telmar and eTelmar.

 


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Friday, October 06, 2000 #3875
Where do I find a topline summary of CPM information for different media types --- Broadcast & Cable (Nat'l & Local), Print, Outdoor, On-line, etc. --- against targets of Adults 18+ and Adults 25-54?

 

The Media Guru Answers(Sunday, October 08, 2000 ):
Various major agencies publish guides to such data. The Media Week Directory will have sone of the data.

 


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Friday, October 06, 2000 #3874
Dear Mr. G. I am interviewing for a job at a major search engine for a position in international sales. The position would be selling the sites international properties to U.S based clients. I would like to show some inititive and come in with some sort of plan.Is there an easy way to track down agencies that buy interactive internationally? Thanks for your help. Best, WJF

 

The Media Guru Answers(Sunday, October 08, 2000 ):
Observe the advertisers on international sites and find trheir agencies via The Standard Directories of Advertising Agencies and Advertisers ('The Redbook')

 


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Friday, October 06, 2000 #3873
Hi Guru. Do you have any information about "Decay Reach" or "Decayed Reach"? My client asked me about it. I know "Decay GRP" but I've never heard of "Decay Reach". Does reach decay? Is it a popular concept?

 

The Media Guru Answers(Sunday, October 08, 2000 ):
This is not a familiar term to the Guru. It might refer to awareness decline after consumers are reached.

 


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Friday, October 06, 2000 #3872
Hi Guru - I'm looking into PBS for childrens programming. Before I call them, can you tell me how PBS's audience is measured and anything else about it. I've never looked into it before. Thanks

 

The Media Guru Answers(Sunday, October 08, 2000 ):
PBS is measured by Nielsen the same way other television is measured.

 


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Friday, October 06, 2000 #3871
Is there a software that would allow me to automatically allocate my marketing inventory on cable networks, as well as, optimize the inventory to meet communication goals? Thanks

 

The Media Guru Answers(Sunday, October 08, 2000 ):
Existing optimizers will accomplish this with the right data tapes. Consider Telmar's Transmit

 


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Friday, October 06, 2000 #3870
HI... Looking to get figures on radio advertising. Specifically, I need radio revenues for the last 3-5 years, plus any projections for the next 3that may have been published somewhere. Inquiries to the RAB have not yet been answered, so here I am... thanks.

 

The Media Guru Answers(Sunday, October 08, 2000 ):

 


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Thursday, October 05, 2000 #3869
I have a client asking what a average National cost per impression for radio and television would be. They are trying to build a budget to launch a dot com company.

 

The Media Guru Answers(Thursday, October 05, 2000 ):
See SQAD

 


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Thursday, October 05, 2000 #3868
Can you direct me to articles or research about the rising cost of media?

 

The Media Guru Answers(Thursday, October 05, 2000 ):
Try the leading trades, like Ad Age.

 


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Wednesday, October 04, 2000 #3867
Another question: What stewardship systems are currently available?

 

The Media Guru Answers(Sunday, October 08, 2000 ):
There are several. The classic is Donovan.

 


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Wednesday, October 04, 2000 #3866
I'm new to the industry. What exactly is stewardship?

 

The Media Guru Answers(Sunday, October 08, 2000 ):
Stewardship is the process of managing the media that is bought from the point of placing orders, including checking confmations, watchings ongoing ratings performance, rebuying, checking invoices and client billing.

 


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Wednesday, October 04, 2000 #3865
A number of years ago a CPG client I work on used something called "Basis" or "Bases" testing. I had the impression it was testing either copy or media weight or both. Can you tell me something about them? What is it? What's the methodology? How does one get in contact with them? Thanks.

 

The Media Guru Answers(Wednesday, October 04, 2000 ):
BASES is an AC Nielsen service which evaluates various elements of marketing, saying that they

"...estimate the likely sales volume of initiatives before market entry,

... diagnose the key drivers of and limiters to the sales volume potential,

... improve the sales and profit potential of their efforts."

 


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Tuesday, October 03, 2000 #3864
Dear Guru - I'm trying to get a ranking of the 3 most popular sports watched on television. I've been told that they are: NHL,NASCAR, MLB and NBA but i don't know the order or have any numbers to support it. Can you stear me in the right direction? Thanks

 

The Media Guru Answers(Sunday, October 08, 2000 ):
You need Nielsen data.

 


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Tuesday, October 03, 2000 #3863
I have heard there is a company that places magnets on the side of cars and sells that as advertising space. Do you know the name of any such company, and do you think that would be a comparable advertising tool to say outdoor billboards? Thanks.

 

The Media Guru Answers(Sunday, October 08, 2000 ):
You have probably heard about FreeCar Media of Los Angeles, though the Guru believes they use all-over paint. The best comparison would be outdoor, but there will be some special applications.

 


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Tuesday, October 03, 2000 #3861
Guru, I asked you last week about finding rep firms to handle ad sales for our trade pubs in Korea and Japan in the heavy equip construction sector. You suggested the Int'l media guide. I have looked on that site and it really isn't what I'm looking for any other suggestions?

 

The Media Guru Answers(Tuesday, October 03, 2000 ):
When the Guru recommends a resource, it is standard to give the suppliers' web site as a reference. Most often, the answer will be in a resource that supplier sells, not free online.

 


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Tuesday, October 03, 2000 #3860
Is the 153 billion spent on promotional campaigns in the U.S. part of the total(230 billion) advertising/marketing dollars spent or is that 153 billion dollar amount in addition to the 230 billion?

 

The Media Guru Answers(Sunday, October 08, 2000 ):
Advertising alone is $230 billion.

 


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Tuesday, October 03, 2000 #3859
Of the approx 230 billion dollars spent by advertisers in the U.S., how much of that amount is spent to reach the teen market?

 

The Media Guru Answers(Sunday, October 08, 2000 ):
It is not really possible to identify advertising targeted to teens other than ads placed in teen-specific media, like certain magazines.

 


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Monday, October 02, 2000 #3858
I am looking for a good internet school that will teach me basic planning and buying "internet 101".

 

The Media Guru Answers(Sunday, October 08, 2000 ):
The Guru has never encountered such a school that he can recommend. C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) might offer useful training materials.

 


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Monday, October 02, 2000 #3857
What methods can be used to measure television viewing? i.e. Respondant Level Data, and Personal Probablity Model. Can you provide information about each?

 

The Media Guru Answers(Sunday, October 08, 2000 ):
You seem to be speaking of ways to use measurements, not methods of measurement.

Best to consult a compilation of such applicatiosn such as Journal of Advertising Research

 


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Monday, October 02, 2000 #3856
Are there any standardized formats for measuring the effectiveness of place based media? Said another way, what are the most common criteria used in mesauring OOH media effectiveness...

 

The Media Guru Answers(Sunday, October 08, 2000 ):
"Effectiveness" is a matter of interpretation, but OOH is judged by the same standards as any other medium: recall, awareness, sales impact, etc.

 


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Monday, October 02, 2000 #3855
Do you know of any recent studies done on the use of larger (i.e. 4-page) magazine inserts versus smaller P4CB and spreads? Where is this information published/available? (We already have some stuff from MPA).

 

The Media Guru Answers(Thursday, October 05, 2000 ):
Try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Friday, September 29, 2000 #3854
What is CPI

 

The Media Guru Answers(Sunday, October 01, 2000 ):
Depending on who said it and to whom and in what context, it could be many things.

The "CP" is surely "Cost per." The first meanings for the "I" which occur to the Guru are insertion or inquiry.

 


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Friday, September 29, 2000 #3853
Hello Guru, Is there an industry standard when it come to agency compensation? I know there has been a shift away from the once acceptable 15% commission towards more of a retainer on hourly fee. Is one more benefitial than the other? Do you know of any publications that address this issue? Thanks!

 

The Media Guru Answers(Sunday, October 01, 2000 ):
The "standard" is still 15%, even if that is now a minority arrangement. Larger fees on small accounts and smaller fees on larger accounts make sense. "Beneficial" is a matter of perspective.

 


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Friday, September 29, 2000 #3852
A client asked us to find out about "Direct Satellite TV Advertising." Even if a home has a satellite dish, don't they receive regular plus additional signals with commercials already? Or is there a separate way of buying commercials that go only to satellite TV homes? If so any names of comapnies that sell this kind of advertising would be helpful.

 

The Media Guru Answers(Friday, September 29, 2000 ):
Click here to see the past Guru explanation about satellite TV advertising. For the latest satellite TV penetration, see SkyReport

 


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Thursday, September 28, 2000 #3851
Oh great and powerful guru... I've just read a series of responses concerning GRPs and wearout. Most questions seem to be based on X # of GRPs but no mention of reach or frequency. The real answer may lie in average frequency. If your GRP of 1000 is 1000 reached 1 time wearout is not a factor. If the GRP is 50 frequency for 20 reach, it's time to change spots. Am I'm living on a different planet or am I close to understanding something?

 

The Media Guru Answers(Friday, September 29, 2000 ):
You are quite correct; the key audience metric in examining wearout is frequency.

But media people use boxcar GRP numbers as a general reference for schedule magnitude. Any reasonable TV mix of 1000 or more GRP will deliver about 85 - 95 reach for a typical demographic, making the average frequency about 11. The range in this discussion is therefore pretty narrow.

Some set a wearout standard according to frequency in the next-to-highest quintile, something like "when the next-to-highest quintile has a frequency of 20+." Even this kind of standard doesn't give greatly varying results across reasonable mixes of high numbers of GRP.

 


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Thursday, September 28, 2000 #3850
We are a publisher of international industrial magazines and I am looking for a magazine rep firm in Japan and Korea to handle our titles. Best Regards Steve Yarborough President, KAST Communications kastcom1@infohwy.com

 

The Media Guru Answers(Friday, September 29, 2000 ):

 


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Thursday, September 28, 2000 #3849
One of our clients is very interested in a rich media campaign. He just want to have an approximated idea of the production, deployment, creative costs and other extra costs like extra fees for adserving or premium CPM. Bannertype Flash 1.000.000 impressions tech savvy target (USA MArket) I'd appreciate if you answer me asap. Thanks

 

The Media Guru Answers(Thursday, September 28, 2000 ):
Placement cost premiums of rich media vary from site to site, and may be as little as $0. The other issues are not media questions.

 


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Thursday, September 28, 2000 #3848
Do you know what is the most powerful radio signal in America?

 

The Media Guru Answers(Friday, September 29, 2000 ):
Numerous AM stations radiate 50 KW. Because stations are assigned to markets, there are limits on power. No commerical station is intended to reach the entire country (except late at night with a good headwind).

 


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Thursday, September 28, 2000 #3847
Does latency occur when a company posts its own banners? If this does occur, what is the time spent waiting compared to the latency (or the nonexistence of it) with using an ad server? Thanks!

 

The Media Guru Answers(Friday, September 29, 2000 ):
  • Assuming by "latency" you mean a visible delay in the banners' appearance to the visitor, and
  • Assuming that the surfer, the site and the adserver are all on T3 connections on the same backbone, and
  • Assuming there is no other traffic on the net,
then this is like asking whether there is a difference in how long it takes sunlight to get to New York vs Miami.

There is a time difference but it won't matter to the ordinary human perception. But when the user has only a 56K modem and there is plenty of traffic, there is a chance of visible delays or time differences in the two situations, not that this is a media question. . .

 


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Thursday, September 28, 2000 #3846
What is the traditional (inhouse) process of posting a banner ad and what are the pros and cons?

 

The Media Guru Answers(Friday, September 29, 2000 ):
Just put an <img src > tag on the page if it's your own banner on your own site. Nothing can be simpler. If you are selling lost of outside banners, there may be a reason to use posting scripts. But this is a production issue, not media.

 


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Wednesday, September 27, 2000 #3845
I am launching a publisher site next month. What is the best way to prepare to be able to sell my media ASAP? Many ad agencies, like engage, doubleclick, etc. won't look at you until you're big. Are there ways to generate advertising revenues during the first month after launch?

 

The Media Guru Answers(Friday, September 29, 2000 ):
There are smaller reps who'll take on anyone for a large majority of the revenue. Best bet is to advertise, hire a salesman or both.

 


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Wednesday, September 27, 2000 #3844
Dear Media Guru, Off the top of your head, what would you say are consumer "target groups" that are the most difficult to reach through television advertising. In other words, what are "target groups" that marketers of consumer packaged goods companies would like to more effectively reach?

 

The Media Guru Answers(Thursday, September 28, 2000 ):
"Off the top of the Guru's head" the most difficult targets to reach are not neccessarily the targets for consumer package goods. The toughest ones are probably young men and male teens.

Thinking more broadly, there is the Hispanic market, which is highly desirable to package goods marketers, and not reached effectively by general market TV nor at high reach levels in Spanish language TV.

 


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Wednesday, September 27, 2000 #3843
Do you know if there is some other web-based reach/frequency analysis tool for creating media plans . . . in Latinamerica?

 

The Media Guru Answers(Thursday, September 28, 2000 ):
eTelmar has the tools, but the audience measures for Latin America based sites are up to you to bring along.

 


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Wednesday, September 27, 2000 #3842
Could you recommend any Media Planning seminars/classes? I'm looking for a beginner's class as well as an advance class. Also, can you recommend Media Planning books and/or software?

 

The Media Guru Answers(Thursday, September 28, 2000 ):
Seminars: none recommended.

Books: see the AMIC Bookstore (in association with Amazon.com)

Software: Telmar.

 


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Tuesday, September 26, 2000 #3840
Where can I find data on online advertising costs in the UK.

 

The Media Guru Answers(Tuesday, September 26, 2000 ):
Consult a UK ad trade pulication like Campaign or an international rep tha works in the UK, such as DoubleClick .

 


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Tuesday, September 26, 2000 #3839
M.G.- What is the % response for direct mailing ? What does the response curve look like?

 

The Media Guru Answers(Tuesday, September 26, 2000 ):

 


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Monday, September 25, 2000 #3837
newspaper unduplicated reach

 

The Media Guru Answers(Tuesday, September 26, 2000 ):

 


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Monday, September 25, 2000 #3836
I have been asked to conduct Media 101 Camp. This camp is so the AEs have a better understanding of media, the time it takes to plan and buy, and its importance to the overall adverising objectives. (Yes I need to explain this. Can you refer to me a place where I can find a general workbook to use that would include examples?

 

The Media Guru Answers(Tuesday, September 26, 2000 ):
You would be better off to think through what your specific AE's need to know. Workbooks for this purpose probably all tend to be like the one at The Small Business Administration, out of date, and full of ill-informed media thinking, without concepts like reach taken into consideration.

 


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Monday, September 25, 2000 #3835
Guru, In broadcast planning, what is the generally accepted maximum number of GRPs per schedule when there is only 1 creative spot? I have heard 1000 GRPs as a guideline, do you agree? Is this true for TV and radio? Thanks for your help.

 

The Media Guru Answers(Tuesday, September 26, 2000 ):
1000 is low, but it also depends on the lenght of time over which the schedule is spread.

Click here to see past Guru responses about wearout.

 


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Monday, September 25, 2000 #3834
Dear Guru, Do you happen to know of any on-line purchasing sites that specialize in late bookings (press)?

 

The Media Guru Answers(Monday, September 25, 2000 ):
Try the media purchase sites listed at MediaQuote.

 


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Sunday, September 24, 2000 #3833
How do I found out information on Polish Advertising?

 

The Media Guru Answers(Sunday, September 24, 2000 ):

 


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Sunday, September 24, 2000 #3832
which are the best mediums to advertise for a insurance client

 

The Media Guru Answers(Sunday, September 24, 2000 ):
Any can work, think through your marketing goals and advertising goals and the capabilities of the various media.

 


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Sunday, September 24, 2000 #3831
How does set-tops work, and what is the future of interactive television.

 

The Media Guru Answers(Sunday, September 24, 2000 ):
Interactive television has not been successful in the U.S. Other than ordering pay-per-view events on cable or satellite systems it does not ssem to have a projectable future.

 


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Friday, September 22, 2000 #3828
I've recently heard of a company in California (I believe) that sells ad space on VW bugs. Do happen to know the name of this company or how I can find it? Thanks so much!

 

The Media Guru Answers(Saturday, September 23, 2000 ):
The Guru had seen that years ago, but not recently. Why not call VW dealers in the LA area?

 


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Friday, September 22, 2000 #3827
Guru - I have a client exploring the senior citizen market. Where can I find information on this demographic (purchasing habits, etc)?

 

The Media Guru Answers(Saturday, September 23, 2000 ):
The ususal sources, such as MRI.

 


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Thursday, September 21, 2000 #3826
Any thoughts about the pros and cons of ride-along Direct Mail inserts (like Val-Pak) vs. solo mailings?

 

The Media Guru Answers(Saturday, September 23, 2000 ):
It's a matter of price versus response rate. The Guru would go for the price option here.

 


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Thursday, September 21, 2000 #3825
I am looking for the phone number for "Executive Media Research". Thanks!

 

The Media Guru Answers(Saturday, September 23, 2000 ):
The Guru is not familiar with this company.

 


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Thursday, September 21, 2000 #3824
You have stated in the past that "it has been demonstrated... that two, consecutive, one-third page ads on the outside column or right hand pages will do far better in awareness, recall, etc. than one full page." Will you please tell me where to find a source that will support this statement? Thank you!

 

The Media Guru Answers(Thursday, September 21, 2000 ):
The testing which the Guru has seen was done by Starch on a comissioned basis, but there should be some comparable public data, if nat at STARCH, then The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, September 21, 2000 #3823
I am interested in knowing the number of internet users in the various Middle East markets (by individual markets). Can you please suggest a source. Thanks in advance.

 

The Media Guru Answers(Saturday, September 23, 2000 ):

 


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Thursday, September 21, 2000 #3822
Are they any media planning software awailable to plan campaigns on the net. If yes, could you let me know where can I access them an what do these software do. Thanx

 

The Media Guru Answers(Saturday, September 23, 2000 ):
See eTelmar's WebPlanner

 


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Thursday, September 21, 2000 #3821
Guru, what are your thoughts regarding optimum flighting for a low interest, non seasonal product (household insurance) that is purchased only once to twice per year ? Burst or continuity ? Thanks for your service - itz great.

 

The Media Guru Answers(Saturday, September 23, 2000 ):
When there is no seasonality, there is no justification for bursts. There may be a break-through minimum threshold of awareness such as 30% reach per week. Beyond that, having a presence whenever a purchase decision might be made is probably most productive.

 


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Thursday, September 21, 2000 #3820
What do you recommed as the approach i should take to plan a net campaign to promote a on-line shop for sale of a leading beer brand. The target group is 18-24 yr, youth. The USP of the shop is (1) convenience & (2) price advantage over off-line purchase. Thanx

 

The Media Guru Answers(Saturday, September 23, 2000 ):
The Guru would use sites narrowly targeting your demographic and catetring to price shoppers. There may be legal issues; you couldn't do this in the U.S.

 


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Wednesday, September 20, 2000 #3818
A client has asked us for the agency's recommendation on changing their demo and/or keeping it the same for Y2001 planning. They operate in 4 DMA's. How would you go about deciding what to change it to or whether to stay with the same demo? I've looked at cpp differences in sqad and there isn't much difference in tv but quite a bit in radio. MRI isn't much help because they don't delve into this category much. Any other ideas? Thanks for your help!

 

The Media Guru Answers(Saturday, September 23, 2000 ):
CPP is not relevant to answering this question. It just changes in relation to composition. If you buy a lower cpp demo, you may just buy fewer spots for the same money.

Target basis should be who is the best customer, in terms of sales potential (high user/usage/purchase index) for the advertiser. A large enough group of customers should be targetd so that the target accounts for the majority of sales. There are other resources like MRI which may go into more depth on certain categories. Try Scarborough or The Mendelsohn Media Research Affluent Study.

 


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Wednesday, September 20, 2000 #3816
Do you know of any "industry standards" that exist on the topic of doing post-buy analysises on radio?

 

The Media Guru Answers(Saturday, September 23, 2000 ):
The long-time "industry standard" has been either don't do it, or post from the same book as purchased. Either position is based on the assumption that there is a lot of statistical bounce in radio ratings, which are not reflective of actual listening. In fact, across a multi-station, multi-spot schedule most statisical bounce is compensated. The question remains of whether a single station can be accountable for ratings variance when they deliver the schedule as ordered.

 


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Wednesday, September 20, 2000 #3815
Howdy Guru! What is the industry standard on break averaging for television posts? My agency estimates and buys in one system that does not break average, and we post our buys in another system that does break averages every daypart. We have to run our posts through the second system because that is our billing program. Thanks!

 

The Media Guru Answers(Saturday, September 23, 2000 ):
Your question is not clear. To estimate ratings for breaks, the norm is the average of the preceding and following quarter hour.

 


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Wednesday, September 20, 2000 #3814
I know this isn't a media question and thought you could lead me to the right source. Are there any recent studies/surveys tracking the popularity of broadcast commercials?

 

The Media Guru Answers(Saturday, September 23, 2000 ):
Best source would be The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, September 20, 2000 #3813
What is the advertising to sales ratio for an "average" company? For a tech company? For a start up tech company establishing a brand?

 

The Media Guru Answers(Saturday, September 23, 2000 ):
Annual articles in trade publications such as Ad Age cover this data

 


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Wednesday, September 20, 2000 #3812
What is the current average rate differential between national and local newspaper rates? It has been as high as 75% in the past (national advertisers pay 75% more than local advertisers on average for the same space). NAA does not report this figure.

 

The Media Guru Answers(Saturday, September 23, 2000 ):
The Guru doesn't think there is any rule. The differentials are all over the place and an average would not be useful. He has even seen one case with retail rates above national. Using the online Standard Rate and Data Service (SRDS) might allow one to average. Standard Rate and Data Service (SRDS)offers research analyses like this at a nominal charge to sunscribers.

 


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Wednesday, September 20, 2000 #3811
According to Ephron, reach is most important for a brand. If this is true, should a major packaged goods company target A18+ rather than women? In their case, 70% of purchases are still made by women. However, we know men are a very strong influencer for this particular category. It seems to make sense, since we could achieve higher overall reach with an A18+ target, especially since tv cpp's for A18+ are lower. Thanks

 

The Media Guru Answers(Saturday, September 23, 2000 ):
You are confusing three different concepts.

The point about reach is that it is discussed with some target being implied. Theoretically, some demographic groups are much better prospects than others for sales, and it is more valuable to reach these.

Imagine a population of 1,000,000 A18+, including 400,000 women 35+ who have a 150 index of usage for a product and the remainder of A18+ average a 67 index. So, W35+ are more than 2x as likely to use the product.

Now, you might be able to buy a W35+ GRP at $100 cpp and reach 4000 W35+. If A18+ CPP is $80, you can buy 25% more of those GRP for your money, but each untargeted A18+ GRP only produces 30 W35+ GRP.

The key is this, when you "targeted" W35+, every GRP you bought also came with cosniderable audience among the remainder of A18+. The idea of targeting is to focus on the best prospect. Thinking you get more reach by buying a cheaper GRP target is merely an illusory of improvement. Keep buying W35+ but count A18+, if you want to feel you've reached more people.

There is a simple technique for comparing two such buys. Add all the impressions (or net impression) of each and weight the segemnts acccording to their index of usage. The buy with the most weighted impressions, no matter how you bought it, has the advantage. (That is, an 80 GRP W35+ buy might have more value weighted impressions or net people reached than a 100 GRP A18+ buy).

 


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Tuesday, September 19, 2000 #3810
What do you think the minimal amount of market coverage a business should have to consider advertising in a market? For examply, in the retail business, how many retail outlets do I need to have in a market before it makes sense to advertise with broad reach mediums (radio, outdoor)? Thanks

 

The Media Guru Answers(Saturday, September 23, 2000 ):
It's not simply a matter of number of outlets, it also involves competiton and desirability. For example there may be only one BWM or Hatteras Yacht dealer in a metro area, becasue the number of sales, while high-ticket are few and people will travel some distance for a unique product. If you have a restaurant or hardware stoer where choices are many, then it's more about dispersion across the market than pure numer of outlets. You need to decide how far people will go for what you're selling and compare that to coverage of the media considered. IN some parts of the country, people will drive 2 hours for dinner.

Keep in mind that there's a big difference between 'broad coverage" media and big reach media. For example, outdoor can be readily purchased to have a very high reach of a small area, like a single store's 3-mile trading circle. In some situations, local suburban radio can match a single store's trading area as well.

 


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Tuesday, September 19, 2000 #3809
Dear Guru I am a media planner who is of late being asked to construct lot of net media plans. My problem is that I at times am at loss as what all (in terms of advertising) can be done on this versatile medium?? I am looking for something more than banner ad campaign. Is there an account of what all has been done on this medium in terms of innovation by various advertisers or even various things possible on this medium. Thanks

 

The Media Guru Answers(Saturday, September 23, 2000 ):
All the ideas for the net have yet to be fully realized. Visit Ad Resource and The Industry Standard for some ideas.

 


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Monday, September 18, 2000 #3808
Guru, what exactly is "direct marketing"?

 

The Media Guru Answers(Saturday, September 23, 2000 ):
This is the technique where the consumer responds directly to the advertisement, by sending back a reply form or calling an "800" number. No retail channels are involved.

 


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Saturday, September 16, 2000 #3806
Where can I find media plan information that will guide me quickly, but efficiently?

 

The Media Guru Answers(Monday, September 18, 2000 ):
See the Guru's Parts of a Media Plan

 


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Saturday, September 16, 2000 #3805
I need to set-up a media plan for a new hand tool what is the best method to go about doing this?

 

The Media Guru Answers(Monday, September 18, 2000 ):
Determine target, budget, seasonality, if any, communications goals, efficiency and what media environmnet might best support your message.

 


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Saturday, September 16, 2000 #3804
What are the most effiecient means to advertise for target markets of men 24-54 and women 25-44?

 

The Media Guru Answers(Monday, September 18, 2000 ):
Start with the cost data mentioned in answer to your adjacent question, collect the equally voluminous audience data, and make the comparisons.

 


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Saturday, September 16, 2000 #3803
What is the cost to advertise per each median of advertsing? Newspaper local and national? Magazines? Radio? Television?

 

The Media Guru Answers(Monday, September 18, 2000 ):
The resources to answer all these questions cover several volumes of more than 1000 pages each. Start at AMIC's Ad Data area.

 


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Saturday, September 16, 2000 #3802
Is there any specific way of relating media inputs to sales per region?

 

The Media Guru Answers(Monday, September 18, 2000 ):
Some non-regional media can be translated into regional impact. For instance network TV or national magazines, if you have the research data.

 


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Friday, September 15, 2000 #3801
I'm interviewing for my first entry level media planning position in a couple of days. I'm very nervous. Can you give me any tips? Any and all information will be greatly appreciated. Thanks Media Guru.

 

The Media Guru Answers(Monday, September 18, 2000 ):
Stay calm, display common sense and communication skills.

 


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Friday, September 15, 2000 #3800
Hi Guru. Can you direct me to resources that deal with "making the case" for NOT reducing ad budgets...those non-advertising agency/assoc. resources that won't appear so self-serving. Dig?

 

The Media Guru Answers(Monday, September 18, 2000 ):
The Guru imagines that almost anyone who compiles such data will be doing it for self-serving reasons, whether an association or a medium. However, the material compiled, such as the classic wartime "Lucky Strike" story may come directly from advertisers.

The closest to an independent source might be the University advertising schools, like U. Texas at Austin.

 


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Friday, September 15, 2000 #3799
Hi Guru - Hope you are well. I am taking on a side project and would love to get your input on how to go about it. A prosthetic parts manufacturing company is looking to increase sales. They primarily sell direct to doctors who then sell to patients and the bills are paid by insurance. The market is very small, and to date they have gotten their awareness from trade shows and trade journals. Do you have any ideas on how to develop a marketing strategy for a product like this? WOuld looking a prescription drug advertising help give me some direction? Do you think there is an opportunity to reach customers after surgery in hospitals? Any input you have would be helpful. Do you know of any research shources for this type of thing? Market size, etc.

 

The Media Guru Answers(Monday, September 18, 2000 ):
Why not create a "gift pack" for post surgical patients, like those typically given to post natal patients? It could include care instructions, dressing changes, antibiotic cream samples, etc.

Contact the maternity gift pack distibutors.

 


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Friday, September 15, 2000 #3798
i have heard that 3500 GRP's equals to 70% of brand awareness what do you think

 

The Media Guru Answers(Friday, September 15, 2000 ):
The Guru thinks that's nonsense!
  • 3500 GRP of what?
  • In what competitive environment?
  • Over what period of time?
In media and awareness nothing is ever so simple.

 


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Thursday, September 14, 2000 #3797
I saw a chart indicating the "time to purchase" in hours. Something like 55% in first 30 min, 10% in 60 min, etc. Unfortunately I didn't bookmark it ... any ideas?

 

The Media Guru Answers(Monday, September 18, 2000 ):
The Guru assumes you are referring to time between broadcast of a direct response ad and customer telephone calls. Moist likley site is Direct Marketing Association (DMA)

 


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Thursday, September 14, 2000 #3796
Is there a metric for evaluating the performance of online advertising (Internet), print, radio and tv advertising?

 

The Media Guru Answers(Monday, September 18, 2000 ):
The absolute metric is sales. Short of that there is ad awareness or recall. Otherwise there are audience measures; impressions, or reach.

 


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Thursday, September 14, 2000 #3795
Is there a site that ranks high-tech business-oriented magazines by subscription size? Is there a site that ranks cable and tv programming by largest high tech management viewers?

 

The Media Guru Answers(Saturday, September 16, 2000 ):
The magazine data can be acquired from BPA International. The cable data maight be available in MRI or Intelliquest might nhave the cable data, but not online. It is likely that the small size of your demographic cell combined with the small audiences of cable programs will allow only unstable measurements, if any.

 


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Wednesday, September 13, 2000 #3794
Anticipated rate increases for 2001

 

The Media Guru Answers(Saturday, September 16, 2000 ):

 


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Wednesday, September 13, 2000 #3793
Guru, did any channel in US of A added live chat on Internet to get better ratings? I know NBC did it for NBC21 and FRIENDS. How successful was this experiment? Do any other have a live chat room association?

 

The Media Guru Answers(Saturday, September 16, 2000 ):
Many programs and networks have this feature. It is doubtful that a chat, which can't effectively include more than a few people will have any measurable effect on national ratings, where thousands of people are required to make a 0.1% diffrence.

 


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Tuesday, September 12, 2000 #3792
Dear Guru : Topic : TV Advertising Awarenness I would like to know that if it is a factor or rate, that afect the ad position in the comercial break thanks :

 

The Media Guru Answers(Saturday, September 16, 2000 ):
Ad awareness is a broad measure, taken against full schedules of advertising. With the variance in positions experienced over a schedule, among som many othter factors, it seems unlikely that awareness could be attached ot pod-position.

There probably have been tests of day-after-recall for this, however. Check The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Tuesday, September 12, 2000 #3791
Can website banner advertising be bought on a regional basis, such as by telephone area code or Postal ZIP code? Thanks.

 

The Media Guru Answers(Saturday, September 23, 2000 ):
Yes, to an extent. Web servers can identify the IP address of a visitor. When the IP address is identified as having a specific location within a zip code or area code then a choice can be made to serve an ad. BUT, most visitors to general sites come from AOL or other national ISPs so that their invidual users appear to come from one central location.

 


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Tuesday, September 12, 2000 #3790
Hello, How can I find out what companies market to teens and what percent of their marketing budget is allocated to the teen segment? I am also interested in how to find customer acquisition costs per company and per industry. Some companies publish this information in press releases (such as Amazon.com's $19 cost per new customer) or in the annual report (for public companies only). Is there a source where I can find these costs? Thanks.

 

The Media Guru Answers(Saturday, September 16, 2000 ):
The easiest way to find companies marketing to teens is to skim through some teen-oriented magazines at your library. Of course, this won't be complete, so the next step is to use a tool like CMR (Competitive Media Reports) to track advertisers in other teen oriented media. Most companies would treat the info you want as confidential, so only public or monitored behavior such as the Guru has mentioned will be available in most cases.

Cusotmer acquisrition costs are only relevant for certain industries and businesses like Amazon whose direct sales methods allow tracking. Otherwise you will need to find marketing expenditure and customer # estimates from sources like MRI to calculate this yourself.

In some industries, the trade media may have reported on this.

 


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Tuesday, September 12, 2000 #3789
Dear Guru, Where can I find data on luxury brand advertising on US National Cable? Thanx

 

The Media Guru Answers(Saturday, September 16, 2000 ):

 


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Monday, September 11, 2000 #3788
Where can I find a list of national alternative media ideas?

 

The Media Guru Answers(Monday, September 18, 2000 ):
By their nature alternative media ideas are rarely national. They are also highly individual and, the Guru thinks, unlikely to be compiled.

 


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Saturday, September 09, 2000 #3787
Dear Guru, I'm comparing print and web advertising for my diploma project. Where can find online forums with business people talking about their media choices and preferences?

 

The Media Guru Answers(Saturday, September 09, 2000 ):

 


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Friday, September 08, 2000 #3784
What are the best sites (metrix and satisfied customers) for content and job/career information in the marketing/advertising industry?

 

The Media Guru Answers(Saturday, September 09, 2000 ):
The Guru recommends AMIC .

 


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Thursday, September 07, 2000 #3783
What are the benefits of Spot TV versus print for a 3 month launch campaign?

 

The Media Guru Answers(Saturday, September 09, 2000 ):
TV is a more active, impactful medium than newspaper. There is a greater range of flexibility in schedule, reach and frequency, especially in achieving quick, up-front high levels. 95% reach at 20+ frequency in week 1 is possible in TV, with nothing close possible in local print. But budget will be a key issue.

 


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Thursday, September 07, 2000 #3781
What do you think about the accuracy of SQAD costs? Based on what I know I paid in some of my markets, I just find the costs they list to be extremely high. What is their methodology? Since I am from a very small agency in SC, I find it hard to believe that the bigger agencies of this world are paying 3 times my cost per point in several markets.

 

The Media Guru Answers(Saturday, September 09, 2000 ):
SQAD costs are sometimes said to be a bit higher than what is truly achievable, but perhaps just by 15 or 25%. They are based on the experience of several buyers of various sizes. SQAD costs are sensitve to timing versus airing and other parameters.

 


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Wednesday, September 06, 2000 #3780
Hi, I have some questions on evaluation parameters on B to B sites and on the different units on these sites: 1. What is the "typical" response rate/click thru rate nowadays for banners? 2. What is the average for skyscrapers, sponsored links, tiles, download modules, and newsletter sponsorships? 3. How long is a fair evaluation period? After one week? 4. What is the national average click rate? ( averaging Bto B and B to C sites ) 5. Any research that is avialble off the web on this would be welcome. Thanks Prema

 

The Media Guru Answers(Saturday, September 09, 2000 ):
The overall average banner click-rate is about one-third of one percent. The Guru does not think there are any meaningful averages according to odd banner sizes or site types. There are too many sites and no standard measurers. You should be able to find a variety of studies at NUA Internet Surveys.

The best click rates are generally attached to key-word searches. Banner clicks decline rapidly after one or two weeks.

 


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Wednesday, September 06, 2000 #3779
Kaun Banega Crorepati is the Indian version of the game show Who Wants to be a Millionaire. It is a runaway success in India just as it has been elsewhere. I have three questions for the Media Guru: 1. What has the experience of Who Wants to be... been in markets like the US and UK in terms of viewer fatigue? Did fatigue set in after 30 or 60 or 90 episodes...did the network have to refresh programme format or add new elements to keep interest levels high? 2. How has it impacted the performance of other programmes on the same channel/network airing the game show? did viewership of other programmes on the network too go up? 3.

 

The Media Guru Answers(Saturday, September 09, 2000 ):
In the U.S., after a year, running multiple episodes per week, "Millionaire" is still often the #1, #2 and #3 rated program of the week, with no significant changes.

The program has helped its network and been used as a deadly weapon competitively.

The NY Times Sunday Magazine recently published an article comparing the imitators around the world, including Kaun Banega Crorepati.

 


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Tuesday, September 05, 2000 #3778
Where can I find information on advertisers and agencies that primarily buy national talk radio? Is there a source that can give me a list of the top agencie and or advertisers with regards to national talk radio? As always, thanks for your help!

 

The Media Guru Answers(Saturday, September 09, 2000 ):
There may be a way to manipulate CMR (Competitive Media Reports) for this information.

 


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Tuesday, September 05, 2000 #3777
I have recently joined Angryman.comas VP of marketing. Being new to Advertising industry, I need to contact advertising network service providers for publishers. I know of doubleclick and engage. Are there others you could identify, preferably in the metro NY area, but include the major players as well. Thank you for your prompt attention to this matter since there is an urgency to seek sales representation.

 

The Media Guru Answers(Saturday, September 09, 2000 ):
See AMIC's "web sites" area.

 


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Tuesday, September 05, 2000 #3776
hi guru...what are the best months to target new home buyers with direct mail. thanks!

 

The Media Guru Answers(Saturday, September 09, 2000 ):
The big months for moving to new homes are the summer months, so as not to interrupt kids' school years. Judge your mail months depending on whether you want to reach home shoppers or new move-ins.

 


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Monday, September 04, 2000 #3775
Are there any practice of the radio advertising trading by GRPs as it is for TV? If yes, where in the WWW I can find something about this?

 

The Media Guru Answers(Saturday, September 09, 2000 ):
In the U.S this is standard practice and has been for at least 30 years. The Guru doesn't think there will be any data on this, because it is simply the assumed method of business. Perhaps in some country where radio ratings research is new, this woould be a topic to discuss.

 


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Friday, September 01, 2000 #3774
Dear Guru, I have to look for information on how many people in European countries consult any sort of financial information online. Where can I look it up?

 

The Media Guru Answers(Sunday, September 03, 2000 ):
The best information would probably to get European traffic data on the financial category sites, suing resources like MediaMetrix or Nielsen//Netratings.

Whether this way or through traditional survey research, a lot will be missed, such as information sought within AOL or on broad portals that include some financial data resources, newspapers' financial areas, etc.

 


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Thursday, August 31, 2000 #3773
do you have any thoughts/research on how effective radio is in driving web traffic?

 

The Media Guru Answers(Sunday, September 03, 2000 ):
The Guru believes it depends a lot more on the copy and the targeting of the media versus site target than it does on generalizations about a media type, like radio. In radio, being able to memorably convey the URL will be crucial. It probably won't work very well with long or hard to spell site names.

Click here to see past Guru responses on driving web traffic.

 


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Thursday, August 31, 2000 #3772
I am aiding in an ad agency search. My client has asked me to come up with a way to compare the way two agencies will receive compensation. Can you help me by suggesting the factors I should request of the agencies to do an apples to apples comparison.

 

The Media Guru Answers(Sunday, September 03, 2000 ):
As far as the media portion of this question goes it seems quite simple. Pose the question to the agencies:
"If we have a media budget of (fill in your approximate budget here) what will be your total fees for planning, buying and all supporting or related accounting functions? What fees are or are not refunded or forgiven in case of cancellations? Express the answer in dollars rather than percentages."

It might aid precison to break down the budget specification into print versus broadcast versus online, etc, and by national versus local.

 


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Wednesday, August 30, 2000 #3771
Where can i find/Subscribe to: 1- Marketer's Guide to Media 2- MEDIAWEEK's Guide to Media and are there other publications which provides data on advertising media? Thanks

 

The Media Guru Answers(Sunday, September 03, 2000 ):
"Markweter's Guide to Media was published by Mediaweek."

The current version is The Mediaweek Directory.

The other major resource, in hard copy, and online, is Standard Rate and Data Service (SRDS).

 


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Wednesday, August 30, 2000 #3770
What is your opinion on 4 week TV plan that has the most grp during the first 10 days and the last 10. Three new ads used for a brand with rather low brand awareness.

 

The Media Guru Answers(Sunday, September 03, 2000 ):
You don't cite any reason why the middle 8 days are less important than the first or last 10 nor why the first and last 10 have significance versus the middle. Since your other references are about simple brand awareness building. So the effects will only be part of a longer term scenario. The Guru imagines, without any information about what else you are measuring or trying to achieve, that this schedule won't have results any different than running evenly over the 4 weeks or running nothing during the middle 8 days and all the weight in the first and last 10.

 


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Wednesday, August 30, 2000 #3769
i'm working on a plan that exclusively uses television and has a attained the reach cap- at what point is it generally effective to add a second medium?

 

The Media Guru Answers(Friday, September 01, 2000 ):
The rate of reach building can be graphed as a "curve." You find a flattening curve as the potential of the medium is approached. (See example below for reach over time). If you plot the reach curve of your tv schedule, with dollars as the x axis, you will see where you begin to add money at a far faster rate than you add reach reach. The spending rate increase is always faster than the reach increase, but there's always a time when the spending increase notably accelerates. That's when to use a secondary medium
.

 


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Wednesday, August 30, 2000 #3768
M.G. - please advise how to perform an analysis of TV HUT levels using MRI syndicated research tools? We want to evaluate HUT levels in our market in order to confirm that our daypart mix will be effective (to influence a purchasing action when our target is home using television). Thank you.

 

The Media Guru Answers(Friday, September 01, 2000 ):
does not compute.You really can't and shouldn't anyway.

"HUT" is Homes Using Televison. That is, the percentage of all Television-owning homes which have the set turned on at a point in time.

MRI does not report data about households and does not report point-in-time data about TV, but rather data which might be interpreted as cumes.

The analysis you propose, that judging effectiveness based on the portion of the audience which is using television in the dayparts which you purchase, is off the mark. A simple reach evaluation is much more sensible. You can reach 95% of the people in prime time, which has the highest HUT level or 95% of the people with the same GRPs dispersed though several, more efficient dayparts. Or you might reach more perple in dayparts with a lower HUT but efficient enough to afford lots more weight.

Use tools intended for TV, such as Nielsen, and reach ansd frquency tools like Telmar's

 


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Wednesday, August 30, 2000 #3767
Dear Guru, we are getting into awareness based media planning which means objective will be set on awareness scores, rather than GRP, R&F. Please tell me the factors which are required and procedure for setting awareness objectives.Thank you

 

The Media Guru Answers(Friday, September 01, 2000 ):
Very theoretical. There is no specific rule of thumb equating awareness to GRP. There will be a big difference in saying the objective is to achieve 30% brand awareness versus increasing an existing awarness of 30% by 30 points.

You should think about:

  • What percent of "aware" persons will be purchasers?
  • What number of purchases is the pay-out level of your advertising?
  • How often does the aware person make a purchase decision?
  • Assuming awareness never exceeds reach, what reach must you acheive and what decay rate can your afford to maintain the awareness that will drive sales?

Frankly the Guru believes that saying "awareness based media planning" is just putting a marketing spin on the media plan. Ultimately a media plan sophisticated enought to have objectives almost invariably has some awareness objective mentioned. And ultimately, media must be bought in terms of GRP or impressions or insertions; the media vendors do not sell quantities of awareness. So either you have a formula which equates awareness numbers to media units or you do not. The Guru does not.

 


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Wednesday, August 30, 2000 #3766
Dear Mr. Media, I would have a question regarding the theory and research about positions in TV commercial breaks. Is it worth paying the premium for 1st in break... When it is worth paying... Thank you, MissM

 

The Media Guru Answers(Friday, September 01, 2000 ):
The only advantage would be catching the viewwer before their attention goes elsewhere. This can be the difference between your commercial being seen and not seen, but for what portion of users?

Research on the topic would be available thorugh The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Tuesday, August 29, 2000 #3764
Can you direct me to a list of ad servers?

 

The Media Guru Answers(Friday, September 01, 2000 ):
See the July issue of Media magazine.

 


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Tuesday, August 29, 2000 #3763
where can I find the cost inflation for network and cable tv since 1991 to the present?

 

The Media Guru Answers(Friday, September 01, 2000 ):
The trade publications such as Ad Age publish these trends

 


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Tuesday, August 29, 2000 #3761
We are a business to business agency, and one of our clients is considering releasing a consumer product. Without investing in Nielsen, Arbitron, and Consumer SRDS- what would you think would be the most effective approach in reaching female teenagers?

 

The Media Guru Answers(Friday, September 01, 2000 ):
Without using any of those resources, and without knowing a budget, the Guru would recommend teen female magazines, such as Seventeen, YM or Teen.

 


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Tuesday, August 29, 2000 #3760
Hi Guru, I have a client looking to open a new office somewhere in the US and am conducting research to find the best possible area to set up shop. We do not have MRI and only have 10 Scarborough markets in house. I have found USAdata.com can pull across Scarborough's 64 markets for certain qualifiers we are looking for but am wondering if you know of anywhere else I could obtain this information, specifically HHI, Housing Prices, and educational levels across the largest markets in the US (for free would be a plus)?

 

The Media Guru Answers(Friday, September 01, 2000 ):
For free, the Census offers some of that. Other housing data m,ight be found through FedStats. None of that will be on a DMA basis, though. For a little money, Standard Rate and Data Service (SRDS) Lifestyles Analyst or Sales and Marketing Management Magazines annual market analysis.

 


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Tuesday, August 29, 2000 #3759
history of media independants

 

The Media Guru Answers(Friday, September 01, 2000 ):
Media independents date from about 1969. U.S. Media, which disappeared shortly and Vitt Media which lasted nearly 30 years were the first big ones. RDR, SFM, and TBS are some of the surviving major U.S. independents.

The original premise was better media buying, specifically in terms of efficiency. The independents made media buying a separate profession; until they appeared, agency media departments' media carreer path was
assistant buyer --> buyer --> assistant planner --> planner.

Once the independents came on the scene, agencies separated their buying groups and tried to present them as them parallel to planners.

 


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Monday, August 28, 2000 #3758
Our contract with the client states that agency commission is 10% on gross. The client wants to know the equivalent in net. I take gross as gross media cost when quoted by media vendors so the answer is 11.76% on net. My colleague takes gross as "cost to client", so the answer becomes 11.11% on net. Can you please let me know what is the industry standard?

 

The Media Guru Answers(Thursday, August 31, 2000 ):
In standard, industry, media jargon "gross" means specifically the total cost of media quoted by the media vendor before allowance for agency commission. of the gross. The media quote a cost and state something like "15% commission to recognized agencies." There may, on occasion, be some other stated commission. For instance, years ago, 30-sheet outdoor commonly offered 16 and two-thirds of a percent commission. The point is that "the net" is the gross less the media vendor's stated commission, and your deal with your client is not a factor in using these terms. assuming the media state a standard 15% commission, your 10% of gross is 10 ÷ 85, or 11.76470588%

 


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Monday, August 28, 2000 #3757
Where can I get a list of the spill-in and spill-out of tv viewership by market.

 

The Media Guru Answers(Wednesday, August 30, 2000 ):
This data comes from Nielsen.

 


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Monday, August 28, 2000 #3756
Have a "network" of apprx. 50 radio stations throughout the U.S. that I own 15- 25 spots per week, airing 6:00a to 7:00p and I'm looking to sell the inventory. Can you point me in the right direction?

 

The Media Guru Answers(Monday, August 28, 2000 ):
Without knowing ratings, markets, formats etc, the Guru can't offer any advice. Best bet is probably a smaller rep like MarketPlace Media.

 


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Monday, August 28, 2000 #3755
How does the people meter work and what are it's merits and demerits and further more where can i find more information about people meter

 

The Media Guru Answers(Monday, August 28, 2000 ):
The (U.S. Nielsen) People Meter is attached to each set in a sample household. In addititon to recording the channel to which the set is tuned, it has the means to identify each houshold member and for each one present to indicate that he or she is watching, and thus track personal behavior, and demographic audiences.

It is considered the best available means of measuring TV audience. Visit Nielsen for details.

 


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Sunday, August 27, 2000 #3754
Dear Guru, I am new here, after long time of searching i found this site & it looks that this is a great site i still have more to check in. I just would appreciate it, if you could tell me how can i become a professional Media Planner? in our country we have a lack of books related to Strategic Media Planning or else. I have a BA. degree in Psychology but never studied Advertising or Business Mang. I have good knowledege of Adv. field. And i am working as a Media Planner for 2 years. I read books, but still feel this isn't enough, i tried to search on the internet in Distance learning, and others but no luck I just need to know what i can do to become a Professional Media Planner. Can you help me. Thanks

 

The Media Guru Answers(Wednesday, August 30, 2000 ):
In the U.S. it is not difficult to get an entry level media planning job in the major advertising cities like New York or Chicago, if you have a B.A.

You say you are working as a media planner now, so the Guru is somewhat unclear.

 


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Sunday, August 27, 2000 #3753
hi Guru where can i find information or researches about postal markets, and the competative situation with electronic mail. thank you

 

The Media Guru Answers(Wednesday, August 30, 2000 ):

 


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Friday, August 25, 2000 #3751
Dear Guru- I am an AAE at an ad agency, and a health care client believes that too much of the budget is being spent on direct mail. Do you know where I could find an industry average for budget allocation, or what % of a budget is too much to be spending on direct mail pieces? Thank you.

 

The Media Guru Answers(Monday, August 28, 2000 ):
Direct mail is self justifying. It either pays out or it doesn't. In the Guru's experience. it is treated as totally separate from mass media.

 


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Friday, August 25, 2000 #3750
I am assisting in the concept development of a local information Web network which is MSA-based. As part of my research, I have been looking for quality industry journals which routinely concern themselves with sites and their content. Can you suggest any, or a directory of such publications? Thank you.

 

The Media Guru Answers(Monday, August 28, 2000 ):
Revolution and The Industry Standard are the Guru's favorites in this arena. There are dozens, at least.

 


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Friday, August 25, 2000 #3749
How long should commercial breaks be in order to maximise the amount of people who watch them?

 

The Media Guru Answers(Monday, August 28, 2000 ):
The Guru does not believe there has been sufficent experimentation to answer your question. Today's audiences, trained that breaks are 2 minutes plus, readily channel surf. On some cable networks, breaks can be far longer. If viewers expected breaks of only one minute or less, there would be less zipping, but then the more frequent breaks which resulted would be likely to lose program audience, by annoying the viewers.

 


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Friday, August 25, 2000 #3747
can you please explain various tools through which one can determine the efficieny of a TV plan

 

The Media Guru Answers(Monday, August 28, 2000 ):
"Efficiency" has a standard definition, so it is subject to arithmetic formulas rather than tools. Efficiency is defined as cost per unit of audience. "Audience" might be expressed as impressions or rating points.

So "efficiency" usually means, CPM (Cost per Thousand), which is the cost of a schedule or advertising unit ÷ the sum audiences of the ad units (in thousands) and CPP (Cost per Point) is the cost of a schedule or advertising units ÷ the sum of the ratingss of the ad units.

 


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Thursday, August 24, 2000 #3746
Media Guru(s), Hopefully will not humiliate myself with this question: When planning a trade campaign (target is Neurologists,and GPs) how do I determine the time frame for reach/frequency? I have set effective freq. at 4. Is this over a 4 week period? Can it be over a quarter? I cannot achieve a 4 week freq. of 4 against the Neurologists, but I can against the GPs. Does this mean that using trade print to reach the neurologists is not effective/appropriate? How do I rationalize a 4 week r/f delivery time frame for the one target group and a quarterly time frame for the other? Or am I totally missing the mark in both cases??? R.

 

The Media Guru Answers(Monday, August 28, 2000 ):
The "standard" period for evaluating reach and frequency is 4 weeks or a month, if all print.

When considering effective frequency, some thinkers believe that every exposure after the crtical number is achieved is delivered effectively. This is a cornerstone of the "Recency" theory. So, you can think abouit your effective levels on a rolling, cumulative basis, and merely state that effectivene reach is being delivered to GPs as of "X" point in time and against neurologists as of "Y" point in time.

 


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Thursday, August 24, 2000 #3745
I'm trying to find out costs for a cable program. I've asked National Cable and they have told me that they can't sell nationally. Who does? Thanks.

 

The Media Guru Answers(Thursday, August 24, 2000 ):
The cable each networks sell their own time nationally.

 


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Thursday, August 24, 2000 #3744
Guru...I need to price the sale of advertising space on a time and temperature recorded message. I was considering using Internet CPM since I do have the call volume per month. Are there any benchmarks specifically for this time and temp service? I appreciate any insight you have -- thanks.

 

The Media Guru Answers(Monday, August 28, 2000 ):
This seems to be a unique service for any given area, so competitive benchmarks aren't likely to be relevant. Like the internet, your message gets in the way of very specific information that the consumer is sseking, but even more so. Radio is probably a better comparison, unless you are selling to someone who can really capitalize on a time or weather environment.

 


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Thursday, August 24, 2000 #3743
What is the average online clickthrough rate ?

 

The Media Guru Answers(Thursday, August 24, 2000 ):
The average these days is around one-third of one percent, But variation is wide.

 


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Thursday, August 24, 2000 #3741
In an article I recently read about Internet advertising... the term "Viral advertising" was used. What does this mean? For Example: "Advertisers should adopt multiple-ad delivery strategies, including cross-promotions, sponsorship, email marketing and viral campaigns."

 

The Media Guru Answers(Monday, August 28, 2000 ):
Viral is trendy newspeak for "word-of-mouth," in other words, messages passed directly from consumer to consumer.

 


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Wednesday, August 23, 2000 #3740
How fast is the usage of the internet growing by Adults 50+ as compared with the other age groups?

 

The Media Guru Answers(Monday, August 28, 2000 ):
It is the nature of segmentation studies that the groups which had slowest intial growth eventually have the fastest growth, because all otheres have grown as much as they can.

For some demographic growth trends, see NUA Internet Surveys.

 


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Wednesday, August 23, 2000 #3739
Guru -- How can I establish an Internet budget as part of an overall media mix? Lets say for the sake of argument that the plan in question is for a traditional package goods advertiser who wants to reach A18-49.

 

The Media Guru Answers(Monday, August 28, 2000 ):
In the Guru's opinion, reach goals against mass targets can't justify internet budgets for package goods. Virtually all traditional media do a better and more efficient job of reaching such targets.

The internet budget might be justified by a need for an interactive plan element, such as data collection, offering recipes, coupons or other inducements, etc.

 


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Wednesday, August 23, 2000 #3737
I am trying to figure out the wearout for print. My target is African Americans 12-24 and 18-49. All I have is the FY reach, freg and TRPs. What would be my next steps?

 

The Media Guru Answers(Monday, August 28, 2000 ):
There are no accepted standard formulas for wear-out. By the nature of print, which tends to yield high reach adn low frequency, there is generally less concern about wear-out than in broadcast.

Some of the broadcast rules-of-thumb for wear out include "over 20 frequency in the second highest quintile" or "2000 GRP.

Niether of these are likely to occur in print. Custom research may be the only real way to evaluate this. Start with Starch.

 


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Wednesday, August 23, 2000 #3736
what is ment by B2B advertising?

 

The Media Guru Answers(Wednesday, August 23, 2000 ):
Business to Business. The target customer is businesses rather than individual consumers.

 


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Wednesday, August 23, 2000 #3735
I have a question regarding banner advertising servers. Do all banner ad servers allow the use of buyer side banner monitoring, like AdForce, or are there certain compality issues, ie. Doubleclick.net seller side ad server only works with this other buyer side banner advertisment monitoring software. Also.. is it pretty much the industry standard that all sellers ALLOW the use of these advertising buyer side softwares to monitor the banner flights.

 

The Media Guru Answers(Sunday, August 27, 2000 ):
Most commercial sites accept banners from adservers. Adservers monitor their own serving activity. The Guru is not clear on what you mean by "buyer-side" software. If the software can do its task without the cooperation of the site displaying the banner, then permission is irrelevant. The Guru doubts that most commercial sites would actively cooperate in allowing buyers sotware access to thier servers.

 


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Tuesday, August 22, 2000 #3734
I am trying to do research on internet audio advertising. I would like to set up an audio ad campaign, but I do not know what companies deal with the technology and sales, and how much I should pay.

 

The Media Guru Answers(Sunday, August 27, 2000 ):
Start with AudioBase.

 


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Tuesday, August 22, 2000 #3733
Could you please inform me how to look for an independent local agency in Hong Kong as media partner?

 

The Media Guru Answers(Sunday, August 27, 2000 ):
Visit the site of our sister company, Telmar 's Hong Kong office. Use the information request form.

 


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Tuesday, August 22, 2000 #3732
Where can I find stats on how people find web sites. That is, search engine, offline ad, etc.?

 

The Media Guru Answers(Sunday, August 27, 2000 ):
This would be survey research. The range of answers would differ considerably for different types of sites. Try C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment).

 


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Monday, August 21, 2000 #3731
We need ad revenues for newspaper, outdoor, radio & tv for each of the top ten markets. Ideally we would like to capture the final figures for 99, ytd for 2000 and projected revenue for 2000. I was sure one of the media mags published some of this info but can not find out which one. The key here is that we need the revenue info by market not total for the top ten. Can you help me??? Thanks much & enjoy your q & a...

 

The Media Guru Answers(Monday, August 21, 2000 ):
The Guru doesn't think any trade publication would have so much detail. You will probably need to use CMR (Competitive Media Reports)

 


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Monday, August 21, 2000 #3730
what is the difference between a media advertising firm and a regular full service ad agency

 

The Media Guru Answers(Sunday, August 27, 2000 ):
A media services firm offers primarily or exclusively media buying and planning and media research. It does not typically offer market research nor the creative services offered by full service agencies.

 


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Monday, August 21, 2000 #3729
can you fill me in on zenith media's role in the advertising world?

 

The Media Guru Answers(Sunday, August 27, 2000 ):
Zenith Media is a media planning / buying service operated by the agency groups of Cordiant and Saatchi & Saatchi. It is comparable to the "ala carte" media operations of other agency giants.

 


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Monday, August 21, 2000 #3728
What is the formula to equate reach and frequency from an outdoor showing? i.e. a 25 showing has a reach of 76.8% and a frequency of8.2 (I pulled these numbers from your media glossary)

 

The Media Guru Answers(Monday, August 21, 2000 ):
"25 Showing" in out-of-home media indicates a buy with a daily effective circulation, or traffic count, or impressions, which equate to 25 GRP per day.

In considering a month's reach & frequency, it is common to adjust the weekend days' traffic down by about 50%. In a month, instead of 25 X 30 = 750 GRP, we credit about 630 GRP. This agrees with the arithmetic of 76.8 Reach and 8.2 Frequency.

 


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Monday, August 21, 2000 #3727
Hello, My question is regarding the CMR BAR reports (Media Watch)...What are the 75 markets the competititve TV spending reports are done in? Is it the top 75 DMA's? Thanks for your help.

 

The Media Guru Answers(Monday, August 21, 2000 ):
Yes it is.

 


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Monday, August 21, 2000 #3726
Guru...I am a media buyer in a very dynamic local radio market...book to book stations are having 100% plus AQH ratings increases and decreases. Since there is no consistency in ratings (several new stations have recently entered the market) how do you suggest handling annual negotiations? In the past, annual rates have been set, but this no longer seems applicable with the dramatic shifts in ratings. Is establishing a CPP goal and adjustings rates according to ratings appropriate? Thanks for any help you can offer in handling annual local radio negotiations.

 

The Media Guru Answers(Monday, August 21, 2000 ):
Establishing a CPP and adjusting when ratings are posted is a good solution, and is analogous to network TV dealings. But, the station will probably only want to make-good by giving free air time, and an advertiser is not likely to agree to pay more money if ratings go up.

Consider the syndicated TV approach, where there are "recaps" or recapturable spots. They are scheduled for the advertiser as potential makegoods, but if ratings performance stands up to the deal, they are recaptured by the station for sellable inventory.

 


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Sunday, August 20, 2000 #3725
Guru - I went to the mediaquote.com linked to AMIC, and I was going through all the online advertising marketplace links. I personally am involved in one of these such media marketplaces.. What challeneges do you think an online advertising marketplace faces? and what benefits can an online advertising marketplace truly bring to media buyers and sellers?

 

The Media Guru Answers(Monday, August 21, 2000 ):
The benefits and challenges are summed up in the Guru's prior comments:

"What these exchanges need to keep buyers is the capability to complete transactions on line plus having whatever inventory a buyer might need. Otherwise it will be about buyers' remembering to check for 'fire sales.'"

 


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Sunday, August 20, 2000 #3724
What are the different types of opt-in email lists, and how does the managing of these email list names works. What are the standards, how are these lists distrbuted?,... ...i would think that these email recepients on these lists have the ability to be "opt-out", meaning that there has to be one single place where these updated lists are constantly stored. The dillemma comes from seeing all these list brokers, what are the standards of the organization.....And also, what firms play the most prominent roles in selling and managing these lists?

 

The Media Guru Answers(Monday, August 21, 2000 ):
The types of opt-in lists include
  • Lists the user seeks out and requests, for example stock market info
  • Lists actually built through spam mails soliciting recipients to sign up for opt-in mail
  • Lists built from product registrations or web site memberships, where the membership or registration form includes a check-box to indicate that the user wishes to receive email. It is a bit controversial whether the default setting in this case is checked or unchecked. Legitimate "opt-in" lists are some variation of these. Many pieces of email arrive telling the recipient he has opted to receive it and many marketers may be defrauded into buying lists of people who have "expressed interest in receiving mail about . . ." whether they have or have not. The Guru gets piles of such spam.

    There do not seem to be any other "standards" at present.

    The NY Times recently covered some real opt-in list providers including FloNetwork and MessageMedia.

 


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Saturday, August 19, 2000 #3720
how are new dotcom companies using the search engines to their advantage.

 

The Media Guru Answers(Saturday, August 19, 2000 ):
A search engine is a useful tool on sites with various content or products and adds appeal for return visits. Or do you mean using search engines to direct vistors?

 


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Friday, August 18, 2000 #3719
Dear Guru, I run a small media department and up until now we haven't had any internet plans to develop or implement. Now I'm being asked to do both by several clients and my staff & I do not have the experience or the time to do an honest job for our clients. We were thinking hiring a buying service who specialized in internet planning & buying, similar to buying services we use for broadcast. What would you recommend?

 

The Media Guru Answers(Saturday, August 19, 2000 ):
This is a sound approach. Internet specialist have tools and strategic understanding to which you won't have access.

Visit AMIC's "Ad Placement on the Web" links.

 


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Friday, August 18, 2000 #3718
I am new in the field of internet advertising sales, and I have never sold ads for the media before. Are there any web based pricing charts or formulas to use for calculating conversion rates, cpm, cpc and cpa?

 

The Media Guru Answers(Saturday, August 19, 2000 ):
Sample pricing and a cpm calculator can be found at Ad Resource.

"CP_" anything means "cost per" whatever. It's simply cost divided by thousands of ad impressions or clicks or anything.

 


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Friday, August 18, 2000 #3717
Guru - I am new to the internet advertising arena. I find myself confused about the relationship between advertising server softwaress such as doubleclick, advertiser campaingn reporting softwares such as Ad Inelligence, 3rd party internet advertising auditors such as ABC. Can you describe how all these softwares interact, what purpose advertisers and advertising sellers use them for and who is using them... Also, do you know of any website that lists all of these companies categorically?

 

The Media Guru Answers(Saturday, August 19, 2000 ):
  • Ad server software causes the ad to appear on a web page. Companies like DoubleClick work for advertisers, putting their ad on the various sites bought for the campaign. Of course, server can tell the advertisers how may times each ad was served on which sites, and according to whatever standards of geography or demographics or content was planned. This is an "ad-centric" measure.
  • There are various modes of campaing tracking, but these tell the advertiser how many and/or what kind of people have seen the ad. This is a "user-centric" measure
  • Auditors like ABC Interactive describe the proces as
    Verifying that the data recorded in the access log is authentic (i.e., that it actually occurred). and
    Verifying that the data in the access log supports the activity claims of the Web site and that those claims are reported in accordance with the industry standards.
    This is the "site-centric" measure.
The Guru doesn't think there is any one list of all these services.

A pretty good cross section could be found by searching The Industry Standard site for terms like "metrics," "server software" and "auditor."

 


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Friday, August 18, 2000 #3716
Hallo, I am a media planner and I would like to attend some seminars in Europe about media planning. Could you suggest what companies I should apply to?

 

The Media Guru Answers(Saturday, August 19, 2000 ):

 


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Thursday, August 17, 2000 #3715
Explain cost per point in television advertising sales

 

The Media Guru Answers(Saturday, August 19, 2000 ):
A radio or tv advertising slot has a rating: the percent of the target group which is in the audience.

When the slot's cost is divided by its rating (rating points) the result is Cost per point. This ratio is a handy way to compare the "efficiency" of spots being sold.

 


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Thursday, August 17, 2000 #3714
Is there any industry standard that is followed that determines how much should be spent on creative and perduction in relation to total media spend. For example,if I spend $1 million annually on pure radio time, how much over that should I spend on creative and production? Is there a percentage that can be applied?

 

The Media Guru Answers(Saturday, August 19, 2000 ):
It completely depends on the medium and the marketing arena. A major national brand in network tv might spend 5 or 10%. A small advertiser in a smallish geography, using radio only might spend ˝%. A major national advertiser, in Hispanic market TV might spend 25% to assure the same visual commercial production quality in Hispanic whjich only has 5% or 10% as much media budget as their general media.

 


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Thursday, August 17, 2000 #3713
We are investigating advertising to hotel guests. We already have information on hotel in room mags. Do you know of any additional opportunities we should be exploring? Thanks for your help!!

 

The Media Guru Answers(Saturday, August 19, 2000 ):
The hotel tv system should be an opportunity. You would probably need to place thise though each chain.

 


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Thursday, August 17, 2000 #3712
Dear Guru, Could please refer a book/web site regarding strategic programming or lineups.

 

The Media Guru Answers(Saturday, August 19, 2000 ):
The Amazon.com on-line bookstore has one, Electronic Media Management

 


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Thursday, August 17, 2000 #3711
Dear Guru, I'm a member of a company operating an internet portal. We are planning on making an ad for Television but I would like to know if there are any studies or research that will show how a coming out TV ad could directly affect the hits a website would get. Basically, we want information on how TV ad expenditure translates to click-throughs. Thanks!

 

The Media Guru Answers(Saturday, August 19, 2000 ):
It depends on many things:
  • How good is the creative
  • How well the ad is placed relative to the sites' audience appeal
  • How broad is the appeal of the site and its offerings.
In a NY Times article this past January, a variety of sites' ad campaigns were evaluated. The ratios of ad impressions to site visits ranged from 150:1 to 1:5.

C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) might have studies, but the Guru doubts that generalizations will be useful.

 


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Wednesday, August 16, 2000 #3710
I run a educational website with variable traffice (about 150,000 page views per month in July; about 500,000 in February). My ad rep is Burst! (burstmedia.com), and right now (first two weeks of Aug.) Burst is serving 90% default (non-paying) banners. Burst says this is due to market conditions. Are they right? Will it get better? Should I be looking for another ad rep.?

 

The Media Guru Answers(Wednesday, August 16, 2000 ):
August is a traditional slow period in advertising. Also, for the same reason that your traffic lags in August, so might the activity level of advertisers who target teachers or specific types of students or school-related anything. If your rep was doing well for you in February, this might be the case. But there is no harm in having a converation with another rep or two.

 


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Wednesday, August 16, 2000 #3709
Guru, Are you aware of any documentation on the "insert" methdology of readership research for publications? What about the "in-survey" methodology where the survey is actually part of the publication and respondents tear it out for completion and return?

 

The Media Guru Answers(Saturday, August 19, 2000 ):
These approaches have well known problems:
  • Respondents genrally are all subscribers or primary purchasers, thus not representative of typical the full readership ofconsumer publications which may have 4 or more readers-per-copy
  • The respondents are self-selected and thus probably not even typical of the primary purchaser group.
Actual research on these approaches can be found at The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, August 16, 2000 #3708
Do you have any research on trends in media compensation? Trends towards in-house media buying?

 

The Media Guru Answers(Saturday, August 19, 2000 ):
The archives of trade publications like Ad Age are the best resource for this. The American Association of Advertising Agencies tracks these trends, too.

 


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Tuesday, August 15, 2000 #3707
I am looking for information on rates currently being charged for sponsorship as opposed to advertising rates. We hope to recruit a number companies who would sponsor specific sections of our website. Companies would sponsor a section of the site that would be relevnt to their business i.e. travel information - travel agency. Thank you.

 

The Media Guru Answers(Saturday, August 19, 2000 ):
A cross section of various rates is at Ad Resource. "Sponsorship" can have a very broad range of meanigs, though.

 


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Tuesday, August 15, 2000 #3706
I know that CMR can produce (and Charge) me for a report on Advertising Expenditures by brand by medium, but I am looking for something FREE. I have searched the web over and over, any ideas?

 

The Media Guru Answers(Tuesday, August 15, 2000 ):
There are some abbreviated reports of online ad dspend, such as those by AdZone interactive in our AMIC's Ad Data area.

The Guru gets a lot of this sort of question, but companies which are in the business of generating data in exchange for revenue have figured out that if they give it all away, noone will pay then for it. Thus audeince research companies like Nielsen, Arbitron, MRI, Simmons, and data companies like CMR only release a narorw slice of data, such as Top 10 spenders or Household ratings or 12+ share to illustrate what they do. And they are strongly opposed to anyone giving away what they are in the business of selling.

 


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Tuesday, August 15, 2000 #3705
A retail client of mine is planning a short media campaign to support a 4-day event (Thu-Sun). I'd like to show a reach curve or the like to illustrate the reach built by a 7-day media support (Mon-Sun) and a 4 1/2 day support (Wed - Sun Noon). Vehicles will be radio, TV, and newspaper. How can I do this?

 

The Media Guru Answers(Friday, August 18, 2000 ):
In total, there is not likely to be much demonstrable difference between identical quantities of media delivered over a Monday-Sunday period.

If you want to illustrate reach accumulation day by day, then you can calculate the reach of the schedule that runs on the first day of the campaign in each case, the schedule that runs on the first two days of each campagn, etc. Then you can plot the two curves, with reach on the Y axis and days on the X axis, using the charting tools of Excel, Powerpoint, Corel, or whatever you might have.

It might look something like the chart below (not actual reach data).

 


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Monday, August 14, 2000 #3703
Do you know where I can find some published articles about how to determine the media investment base on Optimal reach & frequency level ?

 

The Media Guru Answers(Friday, August 18, 2000 ):
This is a very basic aspect of media planning. Probably the most common approach to formal media planning is setting a communications goal in reach and frequency terms and then examining the reach delivered by various plan options.

The richest source of articles might be Journal of Advertising Research.

 


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Sunday, August 13, 2000 #3702
Guru- I am trying to find annual B2B advertising expenditures, and annual internet B2B expenditures. Would you know the information, or where I could find this information? Thanks

 

The Media Guru Answers(Friday, August 18, 2000 ):
CMR (Competitive Media Reports) tracks B2B competitive, and internet competitive. AdZone Interactive tracks internet.

 


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Sunday, August 13, 2000 #3701
I start a small business(manufacturing and distributing electrocomunicational parts).I wonder if you can help me how can I measure ads ,espicialy newspapers.

 

The Media Guru Answers(Sunday, August 13, 2000 ):
Assuming you mean to measure the sales effectiveness, there are a couple of ways:
  • Put a response mechanism in your ad, like an 800 number, and ask each caller where they heard of your company.
  • Give each add a different 800 number or department or email address so you can compare results.

 


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Friday, August 11, 2000 #3700
Dear Guru, Can you direct me to effectiveness studies of internet ads? I'm specifically looking for streaming audio ads versus banner advertising online. Thanks for your help.

 

The Media Guru Answers(Sunday, August 13, 2000 ):

 


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Friday, August 11, 2000 #3699
My client would like to sell ad space on their website but doesn't have the resources for a dedicated sales staff. Would you know of any independant sales reps who specialize in selling this form of media for independant companiess.

 

The Media Guru Answers(Sunday, August 13, 2000 ):
See AMIC's list of web ad placement services at Web Sites: Ad Placement on the Web.

 


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Friday, August 11, 2000 #3698
What are the top ten to twenty Web sites among teens?

 

The Media Guru Answers(Friday, August 11, 2000 ):

 


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Friday, August 11, 2000 #3697
Dear Media Guru: Typically, how is the money I spend on broadcast (e.g. TV) advertising sliced? ie. Which player gets approximately how much of the pie? I dont need exact figures - since that would vary by actual agency, objectives etc. but just good ball-parks. How much does the agency keep as commision? How much is spent on the creative portion? How much on the media itself? Are there other charges? Are there any other stake-holders? If the agency is not full-service, what commision/fee is given to the media-buyer? If you must need more specifics: Lets consider 2 scenarios: - Lets say my company is General Motors and my annual budget is $100 Million. - Lets say I am a .com. My budget is $2 Million. Thank you much!

 

The Media Guru Answers(Sunday, August 13, 2000 ):
Of course, there are many deals that vary from the traditional commission structure, and the bigger the budget the more likley there is a deal below the tradtional standard. But traditionally: On a broadcast media bill to an advertiser, the agency gets 15% commission against the gross media cost. If a sales representative not an employee of the media owner has made the deal, the rep gets about 15% of the remaining net media cost. The rest belongs to the medium.

Out of the agency's 15%, it is being compensated for it's creative and marketing thinking. Actuall creation of the advertising materials, i.e. production of commercials is typically charged at out-of-pocket costs plus a mark-up of 17.65% (which is equal to 15% of the out of pocket + commission total).

If an agency uses an outside media buyer, the fee is usually 5% or less of the gross media costs, but there is a greater variation in these deals.

 


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Friday, August 11, 2000 #3696
In dailies, for inter vehicular cost efficiency comparisons, are there any recent studies that compare ad. visibility for top of fold vs. bottom of fold or for odd vs. even..... For inter media cost efficiency comparison, Is there a way where size of a magazine ad. can be compared with an ad. in newspapers? Any research reports thanx Sandeep

 

The Media Guru Answers(Sunday, August 13, 2000 ):
Regarding above / below the fold, see The Newspaper Advertising Association.

It is always a challenge when comparing efficiencies between media to decide which unit will be compared. Depending on the purpose, possible approaches include:

  • If creating a general package of information about media, compare the most common ad unit used by general advertisers in each medium: Perhaps TV :30, Radio :60, magazine Page 4 color, Newspaper full page, etc
    These "standards may differ from country to country or between market segments.
  • If making a rationale-supporting exhibit in a media plan, compare the creative units under consideration for the plan.

See Starch for research on print ad units.

 


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Thursday, August 10, 2000 #3695
I am in an in-house media buying service and we are entering the world of cable. Some of the networks provide VPVH as a measure vs. HH ratings. Which is a better measure? Can you provide a definition of VPVH?

 

The Media Guru Answers(Friday, August 11, 2000 ):
VPVH and ratings are the same data expressed differently. "Viewers Per Viewing Household" is the number of viewers projected in a specific demographic category divided by the number of households viewing the programming. Household Rating is the number of households viewing divided by the household universe.

VPVH is demographic data and HH rating is not. Most buys are likely to be specific to one or more demographic groups. Depending on your purposes one or the other may be more useful. In cable, it's important to get rating expressed on a total U.S. or total cable universe basis to make networks comparable. When the rating is expressed on a coverage area basis, there is no common denominator between networks.

 


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Thursday, August 10, 2000 #3694
Dear Guru, Have you heard of online ad agencies charging a bad debt provision to owners of inventory to share the risk that media buyers don't settle their accounts?

 

The Media Guru Answers(Friday, August 11, 2000 ):
It's possible. The Guru assumes that by "online ad agencies" you are referring to ad sales representatives, since media buyers are typically employees of advertising agencies (companies that create and buy space for ads).

At the enormously high commission rates ad sales reps often charge (40%+), the Guru would expect them to absorb this risk. At ordinary commission rates, such as 15-20%, the inventory owners might share the risk on non-payment, but certainly not reimburse the representatives.

 


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Thursday, August 10, 2000 #3692
Dear Guru, What levels of commission are paid to third party agencies selling advertising inventory on behalf of websites?

 

The Media Guru Answers(Friday, August 11, 2000 ):
The Guru has seen figures from 30 to 85%. Naturally, the biggest sites get better deals.

 


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Wednesday, August 09, 2000 #3691
Dear Guru, what does the terms Bi-weekly, Bi-monthly actually mean. My assumption is that bi-weekly means every other week and bi-monthly is every other month. My collegue assumes bi-weekly is twice a week and bi-monthly is 2X per month. Can you clear this up for us. Thank you.

 

The Media Guru Answers(Wednesday, August 09, 2000 ):
This is a semantic question, more than a media question, but interesting nonetheless. The Guru consulted his Random House "Webster's Encyclopedic Unabridged Dictionary."

The first meaning of bi-monthly is "occurring every two months." But the second meaning is "occurring twice monthly." Bi-weekly has the same pairing. In both cases, the second meanings are given an alternate definition of semi-monthly / semi-weekly. And, the "semi's" only mean twice per time period.

So, on balance, the preferred usage of "bi" would be once every two time cycles. But a publisher could mean either. A wise publisher will avoid the terms and say "twice a week" or "every other month" so that there is no confusion.

 


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Tuesday, August 08, 2000 #3688
I have 4th Quarter 2000 spot tv rates and have been asked to do a quick and dirty estimate for 1st-3rd 2001. Are there an avg. factors to apply to 4th 2000 costs in order to estimate the other quarters I need? Accuracy is not needed here, just an estimate.

 

The Media Guru Answers(Wednesday, August 09, 2000 ):
For year to year inflation, see TVB. For approximate quarterly indices versus annual averages, you may use
  • Q1 = 95
  • Q2 = 102
  • Q3 = 99
  • Q1 = 104

 


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Tuesday, August 08, 2000 #3687
Hi, How do I compare two web sites targeting the same audience - should it be based on the number of impressions delivered or cpm? Any formal research on this??

 

The Media Guru Answers(Tuesday, August 08, 2000 ):
CPM. You are buying a certain number of impressions. It matters little that the site could deliver 10 times as many as you buy or 50 times as many as you buy.

 


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Tuesday, August 08, 2000 #3686
I need to know where can I find information about free newspapers, where are they running, its beginnings, its success (if). Please give me some addresses where to look for. Thanks in advance.

 

The Media Guru Answers(Tuesday, August 08, 2000 ):

 


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Tuesday, August 08, 2000 #3685
Our client is interested in learning a cost range that advertisers currently pay for click throughs. (ie. $.50-$3 each)

 

The Media Guru Answers(Tuesday, August 08, 2000 ):

 


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Tuesday, August 08, 2000 #3684
CPMs for portals are often quoted as being in the $20 to $40 dollar range. As ane example, Yahoo! are shown with an effective CPM of more than $40 in the AdZone analysis for June 2000. However, taking the figures for ad revenue and page impressions in the latest Yahoo! financial figures (for Q1 2000) gives a CPM of only about $4.00. Why the big difference?

 

The Media Guru Answers(Tuesday, August 08, 2000 ):
What you are asking is probably more of an accounting question than a media question, but:
  • If you are looking at the same source of Yahoo financial data as the page the Guru checked, you are looking at NET revenues, while the arithmetic of CPM times Impressions would yield Gross revenues. Of course that should not lead to a 90% discrepancy, but perhaps it could account for 50%, and . .
  • AdZoneInteractive's Ad Data uses published rate card CPMs, and rate card rates are certainly higher than real deals, which might be T 50% of rate card for big advertisers, and
  • If you watched carefully while drilling down to the financial data from the home page, you would have noticed that you generated several Page impresions with no Ad Impressions. There were also no outside banner ads on the Yahoo home page. Combined with unsold inventory, perhaps more than 50% of Yahoo page impressions generate no ad revenue.
So if Net is half of Gross, and real rates are half of rate card, and half of impressions aren't sold for advertsing, then it all hangs roughly together.

I.e $40 x 50% (net vs. gross) x 50% (rates) x 50%(unsold) = $5

 


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Tuesday, August 08, 2000 #3683
When making buys across different mediums, I have found that the agressiveness of salespersons vary drastically between mediums. What type of commission structure do TV, Radio, Newspaper, and Internet ad sales persons make....generally speaking?

 

The Media Guru Answers(Tuesday, August 08, 2000 ):
The Guru can't generalize on this. Different organization in the same medium have different structures. Different sales people may have different deals in the same organization, relating to commission structure and draw.

Aggression may be more a matter of the competitive situation.

 


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Monday, August 07, 2000 #3682
Dear Guru, I have been challenged with justifying to agency management the addition of a new media planner. We are primarily a b-2-b agency. Is there an industry standard, or any resourse you can recommend that compares annual media billings vs. number of media department employees (ex: for every $1,000,000 in media billings, you need "x" number of media planner/buyers). I am sure that there is probably no absolute rule for hiring new employees in a media department, however I am looking for some ideas (above and beyone hours worked by current employees) to justify my request. Thanks in advance for your insight.

 

The Media Guru Answers(Tuesday, August 08, 2000 ):
People per million is a dynamically changing concept. It takes the same number of people today to plan $10 million as it took for $1 million a few years ago. It takes fewer people to paln $10million when it's the budget of a single brand than when it's the budget of 10 unrelated brands.

The American Association of Advertising Agencies is probably the best source of this kind of staffing data on a current basis and addresssing the variables.

 


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Monday, August 07, 2000 #3681
Compared to 2000, what is the expected media cost increase(%)for 2001 by the following mediums: radio, network TV, cable TV and newspapers? Any suggestions on how to find the information for a local market (specifically, Alaska)?

 

The Media Guru Answers(Tuesday, August 08, 2000 ):

 


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Monday, August 07, 2000 #3679
How do I find a list of companies that are involved in restroom billboard advertising?

 

The Media Guru Answers(Tuesday, August 08, 2000 ):

 


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Sunday, August 06, 2000 #3678
hi guru, what could be a sound web strategy for a consumer durable product?

 

The Media Guru Answers(Tuesday, August 08, 2000 ):
This is much too broad a question to answer sensibly. You need to evaluate what works with brand marketing strategy and other media objectives.

 


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Friday, August 04, 2000 #3676
Do you have any research that shows how using multiple advertising medium (e.g. using radio plus outdoor) can increase effectiveness?

 

The Media Guru Answers(Tuesday, August 08, 2000 ):
The first purpose of multiple media is to improve reach / frequency for the dollar. Otherwise, there can be many definitions of "effectiveness," such as brand awarenss, ad awareness, sales, etc.

For a range of research, try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Friday, August 04, 2000 #3674
How do ad servers like double click work - and which are the top 10 ad servers by continent and market

 

The Media Guru Answers(Sunday, August 06, 2000 ):
Without getting very technical, the site showing the advertising has a link with an image source referencing the url of the banner at the server site. The reference may actually be to programming scripts which then pick the appropriate banner to serve based on various specifications.

According to MediaPost's July 2000 issue of Media magazine, the top 10 ad sellers, ranked by monthly impressions sold, are

  • DoubleClick
  • 24/7
  • Engage Media
  • Real Media
  • L90
  • WinStar Interactive
  • Advertising.com
  • ClearBlueMedia
  • AdFlight and
  • Cybereps
.

Because of the nature of the internet, the geographic location of the server or ad served is hardly relevant or discernable.

 


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Thursday, August 03, 2000 #3673
Dear Guru, I'm trying to find ways to reach the travel trade on-line. I've checked with most of the travel agent magazine web sites, but most do not offer any advertising at this time. I've also checked web sites that are "tools" for the travel agent, but those sites do not allow on line advertising unless you are an agent. Is there anywhere I can look to try to reach the travel trade on line? Your help would be appreciated.

 

The Media Guru Answers(Sunday, August 06, 2000 ):
If all the travel agent magazines and "tools" sites that traget travel agents are unavailable, the next best idea would be to buy keyword on search engines. The trick will be to imagine keyowrds that are specific to travel agents versus other users, such as travelers. Presumably that is your area of expertise.

 


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Thursday, August 03, 2000 #3672
Dear Media Guru, Where can I find media inflation estimates, for the different media types, for 2001? Is there a service I can subscribe to that will provide me with this information? Thanks!

 

The Media Guru Answers(Sunday, August 06, 2000 ):
For broadcast media, use SQAD. For other media, such as magazines or online, the Guru doubts such generalities are useful. It is one thing for an advertiser to predict its own next-year's inflation, but when an industry has so many niches, few advertisers will experience general trends.

 


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Thursday, August 03, 2000 #3671
Hi Guru, I'm trying to find a resource that will show how media spending changes by quarter for the different media forms. For example, network television (on average) receives 25% of its total ad dollars in Q1, 35% in Q2, etc.; Radio receives 15% of its dollars in Q1, etc. etc. Thanks for your help.

 

The Media Guru Answers(Sunday, August 06, 2000 ):
You should be able to find the data in trade publications like Ad Age or Mediaweek.

 


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Thursday, August 03, 2000 #3670
we're an ad agency that places a lot of radio locally. recently we've been experiencing a lot of traffic mistakes - none of them has been our fault - but it makes me wonder if there's something not clear in our traffic system. Do you know of any good "error-proof" traffic system? and how would you approach a client when traffic errors happen? thanks.

 

The Media Guru Answers(Sunday, August 06, 2000 ):
Nothing is really error proof. Without knowing what the error was, it is hard for the Guru to respond fully.

If it's not the agency's fault then the Guru has to assume that either a shipping error by your duplication house or an error in which commercial was aired by the station.

Traffic systems are basically instruction issuing systems. All they can be expected to do is develop correct instructions and synchronized them correctly with media buys. If that is happening correctly then it truly isn't your fault. If your dupe house is shipping incorrectly when the instructions regarding what to ship where were correctly issued, then advise your client that you are holding the duplicator responsible for any diect financial loss due to the error, and that you are changing vendors . . . and do so.

If the station aired the wrong commerical or wrong rotation or wrong schedule, again advise the client you hold the stations responsible for credit or make-good . . . and do so. Also consider barring the stations from consideration if possible, if they repeat the errors.

 


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Thursday, August 03, 2000 #3669
Hi media guru. I want to do online course in media can you please advice how to do it

 

The Media Guru Answers(Sunday, August 06, 2000 ):
There are no online courses in media which the Guru can recommend.

 


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Thursday, August 03, 2000 #3668
Dear Guru, where can I get information about STAS and the last news in this problem?

 

The Media Guru Answers(Sunday, August 06, 2000 ):
We have a recent paper written for us by Professor J.P. Jones, the originator of STAS.

The fullest source of info would be The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, August 02, 2000 #3667
what are the demographics for boston?

 

The Media Guru Answers(Sunday, August 06, 2000 ):
A question like this must be much more explicit. Doe you mean age and gender demographics, the most commonly used. Or do you mean education, income, race, occupation, etc?

Do you mean city, metropolitan area or DMA?

If you want it free, online, assemble the DMA counties on the Massachusetts page of the Census Bureau site.

Some data is available online from Arbitron. Arbitron and Nielsen both make inexpensive books of market age/gender/race demographics available.

 


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Wednesday, August 02, 2000 #3666
Ref. question 3663 Thanx for answering my question. I buy slots with high eff. index when my objective is to accumulate GRP's and drill my message into my consumers mind. This is the secondary stage where after creating the initial reach i focus on accumulating greatest total number of impressions (Funnel Treatment). As for the decay factor it reflects the decrease in the recall leval when advertising is reduced or stoped. I normally use 10% decay level in IMphase(IM horizontal planning technologies) The question that i want to ask you is what is the better way of flighting. There is a 70's 3+ eff frequency model by Prof. MacDonald which says that brusting is a better flighting patteren.On the other hand there is more recent Recency concept championed by Prof. JP Jones of Syracuse university of NY which says that as far as FMCG goods are concerned people are in the market every week and infect only needs one OTS to stimulate purchase.Please comment MY second question is how do you calculate Eff Frequency. Normally i use Eff frequency model where i calculate the eff frequency by applying judgement and common sence in a disciplined manner using Marketing, Advertising and competitive factors Thanx Sarwar Khan Media Manager R-Lintas Lahore,Pakistan

 

The Media Guru Answers(Sunday, August 06, 2000 ):
1. In regard to 3+ effective frequency versus recency, the Guru tends to favor recency for "Fast Moving Consumer Goods." Recency is not really a contrast to the 3+ frequency theory, but an extension. As championed by Erwin Ephron, a core concept of recency is that once the third exposure is delivered, all additional exposures are at 3+.

2. Once again, there seems to be a semantic issue when you say "calculate" effective frequency. If you mean setting the frequency level to be considered effective, then your "judgment and common sence in a disciplined manner using Marketing, Advertising and competitive factors are the right approach, and the Ostrow Model will be helpful.

If instead, you mean to calculate the effective frequency delivered by your schedule, this has absolutely nothing to do with the subjective factors you have listed. A reach model determines how many persons are exposed to each discrete number of ad units in the schedule. That is if your reach is 75%, that means, explicitly, that 75% of the target has experienced one or more ad exposures. Within this, perhaps 70% of the target has been exposed to 2 or more, 66% to 3 or more, etc, up to the full number of units in the schedule. Reach models allow for expressing all of these levels. "Effective reach" mean those reached at least the minimum number of times established as effective, most typically 3.

 


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Saturday, July 29, 2000 #3664
Do you know where I may find research of the impact or effectiveness of bookend :15's or airing 2 spots in 1 commercial pod. Thank-you

 

The Media Guru Answers(Saturday, July 29, 2000 ):
The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Saturday, July 29, 2000 #3663
Dear Media Guru I am a media planner from Pakistan.I need to ask what are the possible comparison tools that we can use while planning for different programs on television.At the moment while planning i calculate cost index, rating index, efficiency index, Avg GRP's, Maximum reach, and avg.viewing miniutes for each time slot. Normally i advertise in time slots with high effeciency index, is this a good comparrison tool for planning or not. Normally the decay factor that i take is 10% is this OK or not. What are the different possible ways to break the adverising clutter on television and increase the possibility of high ad exposure. Thax in anticipation Sarwar Khan Media Manager R-Lintas (Pvt.)ltd. Lahore Pakistan

 

The Media Guru Answers(Saturday, July 29, 2000 ):
It always fascinates the Guru that countries sharing a common language can use it quite differently when applying it to the jargon of a particular business or interest.

What you are describing as "planning" seems to the Guru to be what he would regard as a buyer's selecting a schedule after a plan has been approved. You haven't mentioned what goals you are pursuing with your schedules. Selecting spots with the best efficiency index (audience versus cost) will get you the greatest total number of impressions, but possibly not the greatest net reach. The best rating is more often likely to lead to high reach, but perhaps not without due regard to efficiency and duplication.

"Decay factor" is an unfamiliar term to the Guru. "Maximum reach" and "average viewing minutes" don't seem relevant to assessing individual spots as the Guru understands the terms.

Overall, the Guru believes you should be comparing possible schedules, rather than individual spots to accomplish planning goals.

Optimizers serve this purpose, but running reach analyses of several schedules can get you there, as well.

 


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Friday, July 28, 2000 #3662
Where do I look for advertising in the "welcome kits" for neighborhoods in the Baltimore and Washington DC areas?

 

The Media Guru Answers(Friday, July 28, 2000 ):
The "classic" is Welcome Wagon

 


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Friday, July 28, 2000 #3660
Does the guru have any cost projections for national spot TV for 2001 compared to 2000? We are primarily looking at HH CPP - all daparts.

 

The Media Guru Answers(Friday, July 28, 2000 ):
The Guru's standard reference is SQAD

 


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Friday, July 28, 2000 #3659
Do you know of any sources of studies regarding Vertical publications. Specifically, are there differences between"how" people read vertical pubs vs. consumer pubs? Is there any quantifiable data on awareness/recall/intent to try from ads in vertical pubs vs. consumer pubs? Thanks in advance.

 

The Media Guru Answers(Saturday, July 29, 2000 ):
No publication is itself "vertical." A set of publications is "vertical" because they cover the same topical area. If what you meant, judging from your context, is trade publications versus consumer, then Cahners might have what you need to know.

 


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Thursday, July 27, 2000 #3658
Do you have any (or know where I can find) research that supports the use of Traffic Report sponsorships as a support-medium.

 

The Media Guru Answers(Saturday, July 29, 2000 ):
The vendors should have the research.

The best resource, in general, is The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, July 27, 2000 #3657
On what website or book can i read about correspondence analysis

 

The Media Guru Answers(Thursday, July 27, 2000 ):

 


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Thursday, July 27, 2000 #3656
Several sources say that 95% of online ad revenues go to the top 50 websites and that Netscape,Yahoo and MSN alone account for around 56% of online ad revenues. Is this really true? Doesnt that leave a really small slice of the pie with smaller web publishers?

 

The Media Guru Answers(Thursday, July 27, 2000 ):
Ad revenue and spending data compiled by AdZone Interactive, and available in our AMIC's Ad Data area would seem to support this statement.

Yes it leaves a small slice for others, but it's up to them to capture more revenue, not up to the big guys to share.

It's not too unlike the big broadcast networks versus the little guys in TV.

 


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Wednesday, July 26, 2000 #3654
Please provide formula to manually calculate Reach & Frequency for press. Thanks

 

The Media Guru Answers(Saturday, July 29, 2000 ):
This calculation is very complicated. If you don't have detailed tables of duplication factors between different publications and between various numbers of multiple issues of the same publication, only fairly crude formulae are available.

Click here to see past Guru responses about reach calculation formulae.

 


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Wednesday, July 26, 2000 #3653
Hi Guru, I'm working at a media independent in South Africa. A lot of our newspapers like to run special surveys or supplements and are constantly asking for advertising support for these. For example, our daily business newspaper will run surveys and/or supplements on things like unit trusts, wrap funds, insurance etc. My feeling is that they are largely just money spinners, but I guess there is a market for them. Is there any research that looks at features and supplements rather than the main body of a publication? Thank you

 

The Media Guru Answers(Saturday, July 29, 2000 ):
Associations such as the U.S.' The Newspaper Advertising Association should have research on the question, but there are cultural imperatives involved, so it would be best to find a comparable South African resource.

The concept of these sections appears to be that they will especially attract readers with an interest in their topic and so are ideal environments for related advertisers.

 


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Tuesday, July 25, 2000 #3652
We are looking for the top web sites for Adults 18-34, college-educated, professionals. Are there any sites or sources that will provide national site rankings on an as-needed basis?

 

The Media Guru Answers(Tuesday, July 25, 2000 ):
Syndicated resources like MediaMetrix, Nielsen//Netratings and @plan generally operate by subscription, but no harm in asking.

 


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Tuesday, July 25, 2000 #3651
What are current advertising rates for Internet Kiosks: gui's, portal affilite fees, billboard, stored access cards, etc.

 

The Media Guru Answers(Tuesday, July 25, 2000 ):
A good cross-section of rates is found at Ad Resource

 


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Tuesday, July 25, 2000 #3650
I'm working on a business-to-business media schedule for a client. To build awareness, is it best to buy two books (that reach the same people) 6 x each in a year or buy one book heavy (12x/year). And if you buy the two books, how much duplication would you be getting?

 

The Media Guru Answers(Tuesday, July 25, 2000 ):
Awareness is usually analogous to reach, thus using two books would build awareness better than multiple insertions in one, because there is greater duplication between any two issues of the same title than between any two different titles.

The specific duplication between two different titles can vary considerably.

 


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Tuesday, July 25, 2000 #3649
WHAT IS THE BEST TRAFFIC SOFTWARE FOR MANAGING COMERCIALS IN A LARGE GROUP OF RADIOS?

 

The Media Guru Answers(Saturday, July 29, 2000 ):
This is not really a Media Planning/buying/research question. Nor is it quite clear what you mean by "managing commercials in a large group of radios." If you are talking about allocating a large pool of commercial time inventory across several Brands' commercials, the Guru believes that DDS has such a system.

 


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Monday, July 24, 2000 #3647
Whatis the correct mix between on -line and aff-line for a vertical internet site, particularly in the start-up phase.

 

The Media Guru Answers(Saturday, July 29, 2000 ):
There is no such thing as a "correct mix" for all occasions. Considerations include

  • Is your target currently more reachable online or offline?
  • Are the best sites to reach your target mostly competive verticals which wouldn't take your advertising?
  • To whay extent does your budget allow for completely free choice of (typically) far less efficient online opportunities?

 


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Monday, July 24, 2000 #3646
Media Guru, I have been searching all over for a direct mail list of international ISPs. I have checked the SRDS thoroughly, and I have also contacted several major list managers and relevant publications. So far, I have come up with zip. There are several domestic lists of ISPs, but I have been unable to find any international lists. Any suggestions? Thanks!

 

The Media Guru Answers(Monday, July 24, 2000 ):
The Guru presumes that when you say "international" you mean "foreign." There would be only a handful of ISPs operating multi-nationally. A list of ISPs by country is available at The List. Direct mail list houses sell or rent lists based on cost per thousand. It is possiblt that there are too few ISPs outside the U.S . to make maintaining such a mailing list economically feasible for a U.S. list broker.

One resource to check is Direct Mail Connection

 


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Monday, July 24, 2000 #3645
Dear Guru, Where can I find information about the attitude of Internet users towards Internet advertising?

 

The Media Guru Answers(Monday, July 24, 2000 ):
C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) compiles such research. NUA Internet Surveys mostly compiles more quantitatively oriented information.

 


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Monday, July 24, 2000 #3644
On a National multimillion dollar buy, what is the industry standard for an agency commission rate?

 

The Media Guru Answers(Monday, July 24, 2000 ):
The "industry standard" for agency commission is 15% of gross dollars. When buys are big enough lower pecentages might be negotiated.

If you mean for buying alone, not full agency services, depending on the medium, it can vary from 5% down.

 


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Monday, July 24, 2000 #3643
Can you recommend any publications (online or traditional) that specifically target online editors of weekly and daily news-oriented sites?

 

The Media Guru Answers(Monday, July 24, 2000 ):
There are traditional and online publications edited for news editors, like Editor & Publisher (print circulation approximately 21,000).

There are traditional and online publications for online business, like The Industry Standard (print circulation approximately 100,000).

But the Guru does not know of anything narrowly addressing the intersection of these two sets. There would be a very small potential audience.

 


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Monday, July 24, 2000 #3642
What are the advantage/disadvantages for local websites vs. national websites? Ex: washingtonpost.com vs. msnbc.com

 

The Media Guru Answers(Monday, July 24, 2000 ):
If you are advertising a locally-oriented product or service, then a connection with local media can be beneficial. If you are merely targeting in people in a certain geography, large websites can usually select visitors by their location, leaving the comparison the usual one of reach, efficiency, positioning, etc.

 


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Monday, July 24, 2000 #3641
Where can I find figures on rates and revenues for billboard advertising in major sports facilities in Los Angeles?

 

The Media Guru Answers(Monday, July 24, 2000 ):
Generally, these are sold either directly by the facility (e.g Doger Stadium) or in conjunction with broadcast media sponsorships (e.g. the Lakers).

 


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Monday, July 24, 2000 #3640
Where could I find a list of companies that provide restroom advertising?... and how do I find out their annual revenues?

 

The Media Guru Answers(Monday, July 24, 2000 ):
Two resources are Ultramedia WorldWide and Johnny Advertising. For revenues of publicly held companies, request their annual reports.

For other sellers, use "restroom advertising" as your search term on a search engine like Google

 


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Saturday, July 22, 2000 #3639
Dear media guru I am in need of list of top publications with their rates of advertising in Gulf, Dubai and South East Asia?? Mediatrek is not able to provide me that. Please help??

 

The Media Guru Answers(Sunday, July 23, 2000 ):
PubList is a good place to find publications. International Media Guide offers rates for various regions of the world.

 


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Friday, July 21, 2000 #3638
I have requested and received the latest media kits, and have given a single sheet description of the client and the demo to the reps. Should there be an expanded RFP, and how long (or short) should a print RFP be, to be effective?

 

The Media Guru Answers(Sunday, July 23, 2000 ):
The Guru is not supportive of RFPs for print submissions. The concept of the RFP is best suited to soliciting complete solutions to needs. If you could give each vendor your complete print communications goals and were possibly willing to allow one publisher to win the whole budget, then the RFP approach could make sense.

Otherwise, the Guru recommends you specify, target, positioning, frequency desired, merchandising desires, and ad units and not be concerned with the "length" of the request at all. In other words, tell the sellers, as directly as possible, what the buying decision will be based on, and then let them respond. Feel free to request a standardized format for submissions, but allow enough flexibility to receive good ideas.

 


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Friday, July 21, 2000 #3637
Is there a list of television programs that are family oriented or kid friendly? Where do I go to find?

 

The Media Guru Answers(Friday, July 21, 2000 ):

 


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Thursday, July 20, 2000 #3636
If I put an ad in some magazine with circulation of 500,000 per month, how many people may look to my ad or go to my website?

 

The Media Guru Answers(Sunday, July 23, 2000 ):
It depends on the magazine.

Free distribution, non-requested magazines may have less than one reader-per-copy, while others may have 20 or more readers per copy.

A magazine chosen because its readers are well matched with the sort of people who would be interested in your website might get visits from 3% of the ad readers; a less targeted selection might get well under ½%.

It also depends on the nature of the ad itself. So the expectation ranges anywhere from 300 to 300,000.

 


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Thursday, July 20, 2000 #3635
Dear Guru, Is there any fast way of getting display ad rates for Yellow Pages advertising without having to call each directory? I'm with an agency and have found YP reps a little uncooperative with agencies. All I need are ball park figures. Thanks.

 

The Media Guru Answers(Sunday, July 23, 2000 ):
The Guru agrees that Yellow Pages sellers relatively aloof and disinterested. They tend to be order takers, not media salespeople. This is probably why Yellow Pages specialist agencies are successful. "The idea of ballpark" figures is fairly meaningless, since there are few comparisons between competing directories where they exist, nor complete standardization of geographies.

 


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Wednesday, July 19, 2000 #3633
Guru, is there a source for cost per point averages by market for cable tv advertising? Thanks.

 

The Media Guru Answers(Sunday, July 23, 2000 ):
The few reps in the spot cable arena, such as National Cable Communications are your best source.

 


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Wednesday, July 19, 2000 #3632
Are there any traditionally accepted reach & frequency benchmarks for TV?

 

The Media Guru Answers(Sunday, July 23, 2000 ):
The Guru wonders what you really mean.
  • Do you mean "Are there minimum R&F benchmarks when TV is the sole medium of a plan?"
    - Those who follow the effective frequency approach might ask for 50 reach at 3+ frequency
    -Those who favor "recency" might say 'as much continuity as possible with a 30 reach per week minimum'.
  • If you mean "What should be the TV reach level used when TV is the primary medium in a multimedia plan?"
    - Some might point to the reach level where the curve of accumulation 'flattens'.

 


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Wednesday, July 19, 2000 #3631
Dear Guru, Could please tell me where I can find Cable Universe estimates for Latin American countries (ie 1.5 Males 18-49 in each Household in Argentina).

 

The Media Guru Answers(Sunday, July 23, 2000 ):
Typically, one gets this kind of information from the researchers measuring the medium, such as A.C. Nielsen Americas.

 


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Wednesday, July 19, 2000 #3630
Can you think of any resource that lists all Radio networks, including a brief description and generic cost information. The SRDS lists the networks, but it has limited information.

 

The Media Guru Answers(Sunday, July 23, 2000 ):
Answer: The Guru has not encountered any resource with both types of information. You may need to combine data from multiple sources. In addition to Standard Rate and Data Service (SRDS), consult SQAD and M Street Corporation.

 


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Tuesday, July 18, 2000 #3625
Can you please explain what "Optimizers" do in media planning? Is it a separate program from media planning software or part of the package (e.g. Tapscan, SmartPlus, etc.)? Thanks.

 

The Media Guru Answers(Sunday, July 23, 2000 ):
Generally, an optimizer is a buyers' analysis tool using respondent-level data, to select a media list which has the greatest reach within a budget or achieves a reach goal most efficiently.

There can be considerable detail specified as to target, reach at "X" level of frequency, etc. The current use of "optimizer" most often specifically refers to network TV analyzers using Nielsen data tapes as input and examining "actual" versus modeled reaches.

Media planning packages generally don't include such optimizers. Optimizers typically cost more on their own than media planning software suites and also require purchase of relatively expensive Nielsen tapes. Similar buyers' analyses of print schedules, are typically built into these planning suites but rely on users' possession of Simmons or MRI data.

 


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Tuesday, July 18, 2000 #3624
What are the top websites for boys aged 12-15? Is such data available?

 

The Media Guru Answers(Sunday, July 23, 2000 ):
MediaMetrix, Nielsen//Netratings and @plan are sources of htis data.

 


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Monday, July 17, 2000 #3623
i am searching for information about the "finance" segmet in the east coast area.can you assist?

 

The Media Guru Answers(Sunday, July 23, 2000 ):
For free sources of segment-specific magazine lists, try MediaStart or MRI+. For consumer info which can be regionally analyzed, try MRI Simmons and The Mendelsohn Media Research Affluent Study.

 


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Monday, July 17, 2000 #3622
Where can I get articles that evaluate press advertising versus television advertising? Can I get the articles which specifically focus on the consumables category (like cheese or fruit juice) ?

 

The Media Guru Answers(Sunday, July 23, 2000 ):

 


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Monday, July 17, 2000 #3621
I have just been hired as a media planner. I am new in the field, and I was wondering if you give some guru-like words of advice to a media novice.

 

The Media Guru Answers(Sunday, July 23, 2000 ):
Question everything, assume nothing.

 


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Saturday, July 15, 2000 #3620
where do I find the demographics for cable televsion networks?

 

The Media Guru Answers(Friday, July 21, 2000 ):
Nielsen is the definitive source, but MRI and Simmonsalso have network audience profiles.

 


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Friday, July 14, 2000 #3619
Hi Guru, I'm writing from India.One of our clients related to the travel industry is interested in advertising to Indians in the US and UK.The client feels that print is a good option to get conversions.The client wants to use ethnic publications targetted towards Indians in US & UK. Could you please let me know which are the publications one could use along with reach numbers if possible? Thanx in advance.

 

The Media Guru Answers(Friday, July 21, 2000 ):
Some U.S. Indian publications are listed at Abbott Wool's Market Segment Resource Locator. One source in the U.K. might be the Indian embassy.

 


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Thursday, July 13, 2000 #3618
On July 5 you responded to a question regarding the decline of brand awareness due to reduced advertising activity. You indicated that the "formula predicts that a brand running low GRPs per week loses awareness and a brand with no activity loses 5-10% of the previous week's awareness each week." I would love to pass this information along to some clients. Is there a source I can quote?

 

The Media Guru Answers(Thursday, July 13, 2000 ):
"5-10%" is a general summary of experience with various estimates the Guru has found over many years.

The Guru has been told that some people are quite comfortable citing the
"AMIC Media Guru, http://www.amic.com/guru/index.html"
as an information source.

It shouldn't need documentation to understand that awarenness will decline when there is no advertising. It also seems easy to assume that it will be like an inverse reach curve:
constantly approaching 0% in constantly decreasing increments.

No doubt many supporting studies are available through The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, July 13, 2000 #3617
Is there a resource that lists agencies that specialize in sports and entertainment advertising, listed by city or state? Thanks.

 

The Media Guru Answers(Thursday, July 13, 2000 ):

 


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Wednesday, July 12, 2000 #3616
Dear Guru, I am currently doing some research for a client and I need your help. They want to know what the top Web sites (according to impressions and unique visitors) are in the following categories: women 25-54, top Insurance sites (like a Insweb), top Health sites (like a WebMD) and top Human Resources sites. My agency subscribes to @plan and I found the top sites for women 25-54 but I am having a hard time finding information regarding the other categories. Do you have any suggestions or know of any other resource out there that I could use? THANKS

 

The Media Guru Answers(Wednesday, July 12, 2000 ):
MediaMetrix and Nielsen//Netratings are other sources, but you should talk to the @plan people. They may have more information than is obvious.

 


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Wednesday, July 12, 2000 #3615
Dear Guru, What is your opinion about the online ad exchanges? There seem to be so many of them. Do you think this method of transacting media is the way it is going to be in the future? Which are the good ones ? And in your opinion, what will differentiate one site/service from another in the long run? ThanX

 

The Media Guru Answers(Wednesday, July 12, 2000 ):
Several "good ones" are linked on our own MediaQuote site.

What these exchanges need to keep buyers is the capability to complete transactions on line plus having whatever inventory a buyer might need. Otherwise it will be about buyers' remembering to check for "fire sales."

 


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Tuesday, July 11, 2000 #3614
I do not work in an Ad Agency so I have no access to IMG or SRDS. I am looking for internationally distributed newspapers. Already considered the WSJ, NY Times (or is NY Times International edition listed as International Herald Tribune?) and Financial Times. But am unclear to the size of the list of titles, and don't want to miss any important title. Hoping you can fill in the gaps. Thank you in advance.

 

The Media Guru Answers(Tuesday, July 11, 2000 ):
The International Herald Tribune is a joint venture of NY Times and Washington Post. You may have found the entire list, in terms of papers delivered substantially internationally.

Your local library or university library may well have Standard Rate and Data Service (SRDS) or other similar guides.

 


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Tuesday, July 11, 2000 #3613
Hi Guru. I am working for software company. We are developing applications for analyzing data for advertising agencies. Basically, we are working in Germany and processing following sources of data: respondent level TV viewing data from GFK, spot level AdEx Data from A.C. Nielsen Germany, spot level data from TV-Spotcontrol, print media data, Internet data and so on. We intend to adapt our software for American advertising market. Can anyone advise some American companies or institutes, which publish any advertising data for demo targets? I am new to this list, so my apology if this has come up before. Thanks for your participation. Vladimir Titov,

 

The Media Guru Answers(Tuesday, July 11, 2000 ):
Nielsen, Arbitron, Scarborough, Simmons, MRI, The Mendelsohn Media Research Affluent Study, MediaMetrix and Nielsen//Netratings are major, general sources. There are others, specialized in specific industries, such as technology buyers.

 


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Monday, July 10, 2000 #3612
Do you know of any services (agencies or otherwise) that specialize in placing 30-minute infomercials on cable and TV stations throughout the southeast? Thanks.

 

The Media Guru Answers(Monday, July 10, 2000 ):
The Guru knows of infomercial creative specialists, but not for placement. Any media buying service would be able to handle placement.

 


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Monday, July 10, 2000 #3611
Are you aware of any research studies that have tried to estimate the average or typical reach of general market media across multiple ethnic groups (Asians, Latinos & Blacks)?

 

The Media Guru Answers(Monday, July 10, 2000 ):
Many studies have done this. Nielsen for TV, Arbitron for radio, Simmons for print and mutlimedia. Often such studies address one group at a time, particularly when language is part of the defintion of the group.

 


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Monday, July 10, 2000 #3610
I am currently involved in a market research project. I am wondering which websites AMIC has sponsorships with for banner advertising? I am doing a project on college students therefore I was wondering if you would also suggest websites that will have a high traffic of college students. Can you also tell me approximately what those costs would be?

 

The Media Guru Answers(Tuesday, July 11, 2000 ):
AMIC is not currently running banners on any other website.

You would probably find a high college student traffic at music download related sites like Napster and MP3, graduate school listings like US News and college text book discounters like Varsity Books.

 


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Monday, July 10, 2000 #3608
hi where can i find researches or information about drugs advertising? which media have the best influence on patients? t.v? press? Radio? which reach & frequency levels are recommended ? thanks

 

The Media Guru Answers(Monday, July 10, 2000 ):
The answers will vary depending on typical media planning / marketing issues.
  • Who is the target?
  • What is the competitive situation?
  • What are the legal restrictions
For example, in the U.S., there is one set of rules that applies when you are marketing prescription drugs and another set for "over the counter" pharmaceuticals.

For prescription drugs, you can mention a drug name without discussing the problems it treats or its results, or you can mention a problem to treat without mentioning a drug name. In these cases there are fewer rules to observe. When you mention a drug along with its disease or results, you must also provide the "patient information" (PI) which is all the side effects warnings, counterindications, etc. This typically means broadcast advertising must be accompanied by print to carry the PI. Or that print must devote a portion of space to this detailed information.

 


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Monday, July 10, 2000 #3607
Hi - Super urgent - I am a new comer in the .com world in India - need to have a fix on how one designs a revenue model - what are the key elements ?

 

The Media Guru Answers(Monday, July 10, 2000 ):
The key elements of a revenue model are
  • Who are the prospective customers?
  • How will you attract them? and
  • What will be the basis of revenue, e.g.
    Advertising sales
    Ecommerce transactions
    Membership subscriptions
. Since this isn't really a media question, the Guru can't offer more detail.

 


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Sunday, July 09, 2000 #3606
Did you know of any book dedicated to cinema as a media vehicle? I'm aware that advertising expenditures compared to other media is minimal also that audience numbers are not available. In my country usage of the media has been growing for certain categories . I would like to find any available tools to evaluated.Thank you.

 

The Media Guru Answers(Monday, July 10, 2000 ):
The Guru thinks cinema advertising a a media vehicle is a pretty narrow topic to merit an entire book. For more information about the concept, visit Screenvision.

 


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Sunday, July 09, 2000 #3605
Please could you mention media strengths of cinema? Thanks you.

 

The Media Guru Answers(Monday, July 10, 2000 ):
The key advantages are freedom of length and content, plus a "captive" audience.

The content advantage will vary from place to place; the audience demographics may or may not be advantageous.

 


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Thursday, July 06, 2000 #3604
I've mostly handled print and DM advertising and am trying to master radio. If a client is saying that their optimum TRP level is 175, what does that mean?

 

The Media Guru Answers(Monday, July 10, 2000 ):
Click here for a definition of TRP .

Presumably, the client would be speaking of the TRP level which has produced nest results for the budget.

 


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Thursday, July 06, 2000 #3603
Is there a source for free zip code information on the internet? Looking for HHI data and more by zip.

 

The Media Guru Answers(Thursday, July 06, 2000 ):
It isn't likely.

 


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Thursday, July 06, 2000 #3602
Who would have research on alcoholic beverage consumers,their rate of attendance at nightclubs and bars, and demo info? The "Lifestyle" SRDS doesn't touch this lifestyle.

 

The Media Guru Answers(Monday, July 10, 2000 ):
MRI, Simmons and perhaps Scarborough have this sort of data.

 


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Thursday, July 06, 2000 #3601
I am looking for Albanian and Greek newspapers or magazines in the New York area. Do you know of any?

 

The Media Guru Answers(Thursday, July 06, 2000 ):
One Greek newspaper in New York is Proini.

One Albanian publisher is Albanian American Enterprise 212-702-9102

CASS Communications represents other Greek media.

Another approach to finding national-origin specific newspapers is to contact the New York consulates of Greece and Albania.

 


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Thursday, July 06, 2000 #3600
Can you suggest some sites/links which contain articles regarding the comparative analysis of various mediums viz. TV vs. Press etc.?

 

The Media Guru Answers(Monday, July 10, 2000 ):
Aside from the various discussions here at AMIC, in the Guru Archives Search Engine. Use various media as your search terms, media comparisons online are rare.

The Guru has found some at The Small Business Administration site, and at college ad department sites like U. Texas School of Advertising

 


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Thursday, July 06, 2000 #3599
what are the methods of pricing that most sites use for advertising? Is there any differences in ad. pricing methodolgies between targeted sites vis a vis large network sites Cud you also direct me to some sites that cud give me more info?

 

The Media Guru Answers(Thursday, July 06, 2000 ):
The most common method of pricing is cost-per-thousand advertising impressions.This methodology works across all types of sites.

Ad Resource has a lot of pricing information.

 


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Wednesday, July 05, 2000 #3598
lets assume that a company has been running a branding and image campaign for 12 months at 800points a month. If the company goes completely dark for 6 months what are the expected effects on awareness and branding. The negative effects of going dark at then end of a branding campaign have been taught to me during several courses I cannot remember nor find a formula or case study which proves this point. Where can I go to find statistics or case studies to support your answer. Thank you again for you help.

 

The Media Guru Answers(Wednesday, July 05, 2000 ):
The Guru can consider this in terms of ad awareness, since brand awareness is subject to so many more outside factors.

Whatever the level of advertising, awareness can never be more than 100%. One very simple formula the Guru has seen predicts awareness as a high percentage the previous week's awareness plus a small percentage of the current week's GRPs.

As will be obvious, this formula predicts that a brand running low GRP per week loses awarness. A brand with no activity loses 5-10% of the previous week's awareness each week.

Of course this is all general. One classic case is the old Certs "two, two, two mints in one" copy which had good awareness as a "current commercial" ten years after it last aired.

 


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Wednesday, July 05, 2000 #3596
Where can I obtain information regarding ad spending by DSL providers?

 

The Media Guru Answers(Wednesday, July 05, 2000 ):

 


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Tuesday, July 04, 2000 #3594
I am planning for an ad campaign that targets the advertising community worldwide with an special emphasis on Asia. I find that there is a complete lack of information on the industry, its size, number of employees, avergae salary, consumption patterns and generally the sort of demographics easily available on most other segments - finance professionals for example. Any idea where I can access this sort of info?

 

The Media Guru Answers(Thursday, July 06, 2000 ):
Perhaps it is because there is really no international advertising community, as almost all media have no more than than national coverage - internet aside.

Though there are many giant international agencies, there is no one with an essential intertest in compiling worldwide data like this.

The most likely source for parts of this data would be Ad Age.

 


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Tuesday, July 04, 2000 #3593
What does BPI stands for? Thank you for your help.

 

The Media Guru Answers(Tuesday, July 04, 2000 ):
It could be Brand Potential Index, which is comparable to CDI

 


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Monday, July 03, 2000 #3592
What does RFP stand for?

 

The Media Guru Answers(Monday, July 03, 2000 ):
The first meaning that occurs to the Guru is "Request for Proposal."

In a media context, is an advertiser's detailed solicitation to agencies or media buying firms to submit their offering of services and fees along typically along with certain credentials.

 


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Monday, July 03, 2000 #3591
What is or where can I find an average current magazine responce rate?

 

The Media Guru Answers(Monday, July 03, 2000 ):

 


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Monday, July 03, 2000 #3590
What are the average commission levels charged from web publishers by ad networks like DoubleClick, Flycast, 24/7 Media etc.?

 

The Media Guru Answers(Monday, July 03, 2000 ):
The Guru has seen commission levels from 15% to 85%. These larger reps, who handles larger sites, are probably at the lower end of the scale, 20% or so.

 


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Sunday, July 02, 2000 #3589
what are the advertising creative opportunities on the web? Example banner ads./ click thru..... sandeep. india

 

The Media Guru Answers(Monday, July 03, 2000 ):
The beauty of the web is that imagination offers unlimited possibilities. However, since it all must come down to something which can be "served" through a browser, there are essentially just variations of banners, pop-ups and interstitials.

By banners,the Guru refers to a static or animated piece of graphic material displayed on a web page.

By "pop-up," the Guru means graphic or text advertising material displayed because of user interaction with the web site, such as clicking a menu choice or entering a search term.

By "interstitial" the Guru refers to graphic, text or multimedia advertising content served because of a click on a banner or pop-up, prior to the user seeing whatever destination was expected to be the target of the click.

Otherwise, there is the most basic click target, a promotional web site.

 


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Saturday, July 01, 2000 #3588
Dear Guru, I currently run a site with 1,000+ members, and it is growing 30-50 members a day. I need to find advertisers that will buy banner space in our "VoiceBox". A "VoiceBox" is given to every member, and they can talk live to friends and family via their "VoiceBox". The banner in the "VoiceBox" rotates every 30 seconds. My question is how can I find advertisers that would be interested in this unique way of serving banners? Is there an agency that may be able to help me find advertisers? Please check out my site and give me advice on how to find advertisers. The very lowest I can sell this space for is $7 CPM. Thank you very much, Shawn Randazzo

 

The Media Guru Answers(Monday, July 03, 2000 ):
Unless you can find a way to qualify your members as highly desirable in some way, you don't seem to have an advertisng medium here.

Let's imagine your growth continues nicely and a year from now there are 10,000 members. How many are conceivable going to be in a chat at one time? 100? If so, one banner ad showing is worth 70 cents. Over the course of a month, which is the typical advertisng period, can you deliver 10,000 impressions for a banner? If so you will earn $70. No sales rep would bother with this.

 


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Wednesday, June 28, 2000 #3587
Where can I find trend analysis on research on advertising by small to medium size businesses. In particular, I am interested in HOW they buy their advertising CREATIVE (i.e., through an agency, develop it in-house, through their media outlet, etc.), and how they buy their MEDIA (i.e., through their agency, media planner/buyer, media outlet, etc.). I am looking for a credible source - research or industry analysis would be great.

 

The Media Guru Answers(Monday, July 03, 2000 ):
"Small-to-medium" is too vague a term for any standard data compilations. For instance, one government definition of small business is "less than 500 employees." This may be far larger than what you are thinking of. It also may take in range of buinesess not applicable to your needs, from multimillion dollar law firms with two dozen employees and no advertisng at all, to small retail chains doing a loot of radio and newspaper business.

Some useful Advertising Guidelines are available from the Small Business Administration . Even if you refined your question to a more workable definition, like "advertisers spending $1million or less annually" there is no doubt a wide range of answers. Even if you went to an association like AAF you would likely get answers skewed to an agency perspective.

Ordinarily, for general research, the Guru points people to the The Advertising Research Foundation InfoCenter, but this question need to be refined first.

 


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Wednesday, June 28, 2000 #3586
Is there an alternative or weekly entertainment newspaper association? Thanks.

 

The Media Guru Answers(Monday, July 03, 2000 ):

 


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Tuesday, June 27, 2000 #3585
Hey Guru! Your information is Great! I am looking for statistical information of the small - mid size business advertising expenditures in Small local newspapers and "shopping guides". Can you help?

 

The Media Guru Answers(Monday, July 03, 2000 ):
CMR (Competitive Media Reports) products include newspaper tracking. The Guru doubts that there is a category summary by advertisers' business size.

 


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Tuesday, June 27, 2000 #3584
Do you happen to know who I can contact for information on MM+ software? Are there better, reasonably priced alternative?

 

The Media Guru Answers(Monday, July 03, 2000 ):
The Guru believes MM+ is a product of VNU. The Guru also believes that the STRATA software, now available through AMIC's sister company, Telmar, is a better alternative.

 


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Tuesday, June 27, 2000 #3583
Is there any research on the new internet ad media such as "get paid to surf", get paid listen to radio impact on the industry?

 

The Media Guru Answers(Sunday, July 02, 2000 ):
"Get paid to surf" is not a medium, it's a gimmick.

 


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Monday, June 26, 2000 #3582
Media Guru, I am a media buyer at an agency in a metropolitan area in the midwest. I am very interested in going out on my own and being a freelance media buyer. Do you have any advice on the best way to do this? How would a freelance media buyer go about getting rating information from Nielsen and Arbitron? Any help you can offer is greatly appreciated. Thank you so much!

 

The Media Guru Answers(Sunday, July 02, 2000 ):
If you mean to offer yourself as a "temp" buyer at agencies, they will have their own ratings resources. If you mean to operate from your own location, and you don't want to buy ratings reports, you will have to rely on the sellers to supply information.

Many of the recruiters who do job searches for agencies also handle free-lancers, and there are job sites on the web (see AMICs'c Ad Jobs ). To set up in business, advertise or solicit referrals from those who know you and have contacts who might need your services, such as reps you've dealt with.

 


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Monday, June 26, 2000 #3581
Is there a website that will give me an idea of what agencies charge for media planning and buying services? Thanks,

 

The Media Guru Answers(Monday, June 26, 2000 ):
The Guru doubts the information is online. American Association of Advertising Agencies probably has the information, but not online.

 


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Monday, June 26, 2000 #3580
what, if any studies have been done analysing spill from the American market into Canada - TV specifically?

 

The Media Guru Answers(Monday, June 26, 2000 ):
Nielsen will have done this, as may BBM . There are numerous legal issues involved, to.

Try the TV Bureaus of Advertising and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Monday, June 26, 2000 #3579
1 : How many people are surfing on the internet in the US country ? 2- How many online buyers (e-commerce) are accounted for ? 3- Advertising Expenditure 1999 for e-commerce in U.S?. 4- Flower Market : Number of buyers ? 5- Number of buyers online ? 6- Advertising Expenditures of the flower market ?

 

The Media Guru Answers(Monday, June 26, 2000 ):

 


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Monday, June 26, 2000 #3578
Given that available inventory on web sites is virtually unlimited what prevents sites from continually dropping CPM prices? This is about to happen in India where a large international site with extremely large no. of pageviews has dropped prices significantly. How do other sites react in this case?

 

The Media Guru Answers(Monday, June 26, 2000 ):
What prevents sites from dropping prices is the revenue the owner wants to generate.

A large number of "generic" untargeted pageviews is less valuable than targeted impressions. This is why sites charge a relative premium for keywords, section-specific impressions, sponsorships, etc.

"Unlimited" is a rash statement. There are only as many pageviews as there are visitor requests for pages, and only just so many ads that can be placed on a page.

 


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Sunday, June 25, 2000 #3575
I've got to make some kind of media plan for one of my clients. He wants to sell very expancive villas in South Africa, but he wants to start with a small budget. Do you think it's possible to develop a decent plan without including off-line media in the mix?

 

The Media Guru Answers(Sunday, June 25, 2000 ):
The Guru imagines that there are many more accessible prospects for expensive South African real estate in traditonal media than online.

 


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Sunday, June 25, 2000 #3574
When planning an integrated campaign involving both online and offline advertising (print, press, billboards, radio etc.) how do you track the effectiveness of those advertising activities back to the traffic on the website. (other than asking them) How do you measure the effectiveness of the individual offline campaign components against one another in order to know which of the offline components is pulling more than the others?

 

The Media Guru Answers(Monday, June 26, 2000 ):
The Guru can only think of one possibilities other than "asking them" either online or offline: In each ad use a variant of the URL so that you can measure traffic to each variant page.

 


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Friday, June 23, 2000 #3573
Where can I go to find out more information about trends in the media market for 2nd quarter of 2000 (april-june). For instance, are advertisers spending more or less than average in the 2nd quarter? In which medium are they spending more and why? What places can help me understand the media market more?

 

The Media Guru Answers(Sunday, June 25, 2000 ):
These data, at this time, would only be available by following the trade press, such as Ad Age.

 


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Thursday, June 22, 2000 #3571
What is the difference between: advertising objective vs. media objective vs. communication objective? What is the best way to do an online branding campaing for a car manufacturer? Thanks

 

The Media Guru Answers(Sunday, June 25, 2000 ):
Advertising objectives are a broad set of goals which include media opbectives. Media Objectives are a broad set of goals for a media plan, which include a communications objective.

For example, advertising objectives may include a brand image to establish or a specific level of brand awareness to achieve. Neither of these are media objectives.

Media objectives may include a media target, a media budget, a region of the country or sales index standard for geographic concentration. These are not communications objectives.

Communications objectives may be such goals as minimum average four week reach, frequency, effective frequency, etc.

There are many ways to do any sort of online branding campaign. There is no "one size fits all" best solution. A branding campaing for "the safest car" would certainly differ from one for the car whic is the "best value for a family." It is important to have firmly in mind what "branding" means:

According to marketing consultant Rob Frankel, "Branding is not about getting your prospects to choose you over your competition; it's about getting your prospects to see you as the only solution to their problem." (sm)

This means that most of what makes a campaign a "branding" campaign is outside of the domain of media. Study the marketing elements of the campaign and judge how you can make the media plan support it.

 


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Thursday, June 22, 2000 #3570
Dear Guru, I'm the Media Director of a 3 person department with currently 8 accounts to handle and a ton of new business. Unfortunately, all three of us have traditional media backgrounds with virtually no online planning/buying experience. Up until now, our clients had no interest in advertising online. Now, many of our clients are requesting online media plans. Although we're trying to learn this new media as quickly as possible, we can not develop online plans quick enough nor can we go to our clients at this time with a true sense of expertise. Do you think at this point working with an independant online rep would be valuable. Any advice would be appreciated.

 

The Media Guru Answers(Sunday, June 25, 2000 ):
The Guru's perception of the "planning" services offered by online reps is that

  1. You are most likely to get proposed buys rather than proper plans
  2. The buys will probably only consider sites which are sold by the rep. This is not likely to have the best interests of your client at heart.

 


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Thursday, June 22, 2000 #3568
Is there a good source for information about the demographics of retail coupon users and / or the demographics of discount wholesale clubs like Costco?

 

The Media Guru Answers(Sunday, June 25, 2000 ):
The standard syndicated sources of consumer behavior, such as MRI, Simmons, The Mendelsohn Media Research Affluent Study, and Yankelovich Monitor offer considerable demographic data on coupon users.

Scarborough will have data on Costco shoppers.

 


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Wednesday, June 21, 2000 #3567
Hi could you give me an example of how an actual proposal has to be written for a branding campaign(on internet) for a car manufacturer?

 

The Media Guru Answers(Sunday, June 25, 2000 ):
The Guru does not have access to proprietary work. Follow the Guru's Parts of a Media Plan.

 


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Wednesday, June 21, 2000 #3566
Dear Guru, I've heard about buying space on Fruit Labels - bananas, apples etc. What company sells this? I'd like to contact them. Thanks.

 

The Media Guru Answers(Sunday, June 25, 2000 ):
From a Yahoo search:

Fruit label advertising was created in 1997 by Tarzana, Calif.-based The Fruit Label Company. According to Irv Weinhaus, chief executive officer of The Fruit Label Company, this innovative medium provides a two-fold service. ``The labels work for the advertiser who is looking for a unique and informative way to reach consumers, and the PLU (price look-up) labels are used by the retailer to accurately charge for the produce. Our labels eliminate the need for two individual stickers, one of which has to be on the fruit regardless if there is advertising on the fruit or not.''

 


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Wednesday, June 21, 2000 #3565
Guru, are there other sources for market cost per point averages in addition to SQAD and SPARC? How reliable are their measurements in your opinion?

 

The Media Guru Answers(Wednesday, June 21, 2000 ):
There are a variety of lesser known sources. SQAD and SPARC are based on a good cross section of actual buys. They are most reliable when their quarter-to-quarter percentage differences are applied to your own buying history or when you can determine that there is a general over/under ratio for SQAD/SPARC versus your own typical buying. On this basis, they are quite reliable.

 


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Wednesday, June 21, 2000 #3564
We are establishing a membership, where each member will provide their unique demographic information ie name, age, income etc They will also advise us of what purchases they intend to make over the next 12 months ie insurance, cars, homes etc. We will therefore act as their trusted agent directing the appropriate advertising and sponsership to them over the internet. Therefore we will be in a position to sell to advertisers the individual demographic data of our members. And for our members direct to them the information/sponsership that they request. So the question is what is the value(in $) to the advertisers for this specific information?

 

The Media Guru Answers(Sunday, June 25, 2000 ):
Your question appears to confuse the sale of information with the sale of targeted impressions.

Lists of people with known demographics who are planning to make specific purchases arfe fairly common options sold by direct mail list houses. You can check prices of some of these, but the Guru estimates value at about $US75 - $US 150 per thoussand.

Selling targeted impressions against people of known demographics interested in particular purchases, and probably nearer the purchase decision is an option of various search engines or shopping sites like MySimon or AutoByTel, where impressions sell in the neighborhood of $60 per thousand.

 


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Tuesday, June 20, 2000 #3563
Follow on question about SQAD CPP table columns-- particularly interested in understanding the times when one daypart transitions to another. Could you provide the time ranges for each designation?

 

The Media Guru Answers(Tuesday, June 20, 2000 ):
  • In the Eastern and Pacific Time Zones, Early Morning means the Monday-Friday 6am to 10am period around programs like the Today, Show, Good Morning America etc before
  • Daytime network, with its games, talk and soaps, from 10a to 4p Mon-Fri
  • Early News is usually 6-7
  • Prime Access is 7 to 7:30 Monday-Saturday
  • Prime is 8-11 Monday to Saturday plus 7-11pm Sunday
  • Late Night is 11pm to sign-off.
  • Combined fringe is Late Night plus Early Fringe, which is the period between Daytime and Early News, plus the otherwise undefined weekend hours.

 


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Tuesday, June 20, 2000 #3562
I would like to know which reports as to my web advertising I should except from the web site I advertise on. If you have any examples of empty reports as to the traffic in my web page/banner clicking figures - that would be great thanks ifat

 

The Media Guru Answers(Tuesday, June 20, 2000 ):
The miniumum basic report expected from any commerical web site would be banner exposures and click rates. Typical frequency is monthly. Sites could also break down exposures and clicks by pages associated with the exposures and clicks and the geography of the persons exposed and clicking.

Other than the basic exposure (impressions) and click count nothing is truly expected unless part of the deal. If you are buying a flat advertising rate, without cpm or audience guarantees, even that data may not be assured.

In any case, this basic data is too simple to need standardized reports. How many ways are there to arrange two numbers?

 


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Monday, June 19, 2000 #3561
What is Viral Marketing?

 

The Media Guru Answers(Monday, June 19, 2000 ):
This is the idea of communication spread by the same pattern as a computer virus. Get the message to one who gets it to several others who each pass it to several others. It's may be associated with less than reputable marketering techniques like MLM's and chain letters.

 


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Monday, June 19, 2000 #3560
I can't find information in your glossary on the column abbreviations for the Costs Per TV Household Rating Point data from SQAD. Are they elsewehere on the site and if not, could your provide a brief tutorial?

 

The Media Guru Answers(Monday, June 19, 2000 ):
The columns headings are:

  • Rank, which is based on the
  • Household population shown under "Pop" in the next column
  • EM is Early Morning
  • DAY is Daytime
  • EN is Early News
  • PA is Prime Access
  • PR is Primetime
  • LN is Late Night and
  • CF is Combined Fringe

 


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Monday, June 19, 2000 #3559
Hi Guru, I need information on the subject: Management of the Media Department. Can you give me any sources where I can learn this? (Seminars, offices, books, etc.) Thanks.

 

The Media Guru Answers(Monday, June 19, 2000 ):
There are several books in the AMIC Bookstore (in association with Amazon.com) about media planning and buying. Managing a department is more about managing than about media. The most likely place to find material on this topic is through the American Association of Advertising Agencies.

 


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Friday, June 16, 2000 #3556
Are there any software programs/database tools that will help me to run reports and do comparisons on the response rate to my media plan?

 

The Media Guru Answers(Sunday, June 18, 2000 ):
When you say "results of my media plan" the Guru would guess you are probably trying to assess direct response results or marketplace sales results. The only software the Guru has heard of to analyze these data against media were proprietary programs of DR houses.

But if perchance you mean "results of my media buy" or post- analysis of media delivery versus purchase, then Donovan Data is the standard.

 


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Friday, June 16, 2000 #3555
Where can I find the estimated Internet penetration percentage for the US for 2002-2005?

 

The Media Guru Answers(Friday, June 16, 2000 ):

 


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Thursday, June 15, 2000 #3554
Dear Guru: Do you have any suggestions for plotting an annual media plan spreadsheet? I have tried doing it in Excel, but it's sooooooooo laborious, and it doesn't appear MM+ offers it yet in our software package. Do you know of any stand-alone programs? Thanks.

 

The Media Guru Answers(Thursday, June 15, 2000 ):
With a few tricks, it's not so hard in Excel. In the Guru's opinion, the keys are:
  • Set up one wide column for media names.
  • Set the next 52 columns to a width of 2 characters In the first row, in the same column as the first of the fifty two weeks (let's refer to this cell as "B2"), enter the date of the first Monday of your year, for example, 1/3/00. In the same row, in the next column (Cell C2) enter the next Monday's date, e.g. 1/10/00.
  • With your mouse, highlight these two cells. Then "grab" the little square at the lower right hand corner of the box and "drag" to the right until the dates of all 52 Mondays are automatically inserted.
  • Then, in the cell which will show just the day of the month of the first week, that is "3" under a month-wide, January header, enter the DAY function with a reference to cell B2 i.e. enter =DAY(B2). Then, copy this cell's contents across all 52 weeks. Now you have just the day of the month, which is needed to head each week.
This is the most difficult part of creating a flow chart form. Then you just need to add month headers and summing on the right and bottom, and decide whether you are going to follow the standard broadcast calendar in defining months and quarters. All else is cosmetics.

Or, you could just buy Telmar's system, the All Media Planner, with "Flowmaster."

 


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Thursday, June 15, 2000 #3553
Hello Guru, how can I define the competitors for local portals? Is it based on advertising spending or the statistics report?

 

The Media Guru Answers(Sunday, June 18, 2000 ):
This a decision you must make based on what is happening in your specifc case. Local portals may face competition from giant sites which offer to sell impressions targeted by DMA or other detectable locality. These sites may well deliver more localized impressions than a purely "local" portal.

 


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Thursday, June 15, 2000 #3552
Hi Guru, Iam repeating qn. 3546. You havent clarified my answer. From ARF, will I get the info or not? If yes will there be any charge attached? Pls clarify the queries. Gyan

 

The Media Guru Answers(Thursday, June 15, 2000 ):
In all likelihood, you will find the kind of information you want at the The Advertising Research Foundation InfoCenter.

The Guru is not going to visit or contact the information center on your behalf to see whether it can satisfy you.

The Guru provides guidance, not legwork. ARF provides its information at no charge to members and any one can join for a fee. It is far more efficient to contact the resource the Guru recommends than to simply repeat your question here.

 


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Wednesday, June 14, 2000 #3551
Where I can find statistics on effective and usage of advertising medium?

 

The Media Guru Answers(Thursday, June 15, 2000 ):

 


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Wednesday, June 14, 2000 #3549
How does one go about finding out share-of-market information by DMA? For example, how could I find out total sales for the Casual Dining industry for say, a six-month period of time?

 

The Media Guru Answers(Thursday, June 15, 2000 ):
Market-by-market shares are the core businesses of AC Nielsen or Information Resources. Another research firm specialized in the restaurant business is Technomic.

 


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Tuesday, June 13, 2000 #3548
I am in the process of evaluating a print proposal submitted by a business to business annual register with company listings/profiles, accessible by category. In addition to receiving a P4C ad, my client wil also receive 8 bold type listings with descriptive information and 4 bold type listings(company name and phone # only) throughout various sections of the register. At first glance the package looks like a great idea. The circulation is nearly 100% targeted, the CPM (based on the P4C alone) is very low, and there are additional merchandising perks that will expose my client to their target for one full year. The problem is, I must put a "value" on each component of the package. Do you have any ideas on how to place a value on the "bold type listings" described above?

 

The Media Guru Answers(Thursday, June 15, 2000 ):
Your situation is analagous to evaluating reach versus GRPs or a full commerical in a special versus billboards.

Since the deal seems efficient and effective simplay based on the P4C, any value you give to the other elements can be arbitrary and will be just for the sake of dicsussion. Why not calculate the impressions of all the other elements and price them at 25% of the P4C cpm?

 


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Monday, June 12, 2000 #3547
I am buying radio in two different markets - one is a large market which is measured by Arbitron. The other is a small market where I get the ratings through Arbitron county measuring. The two cities are only 45 miles apart and there is a large amount of radio overlap. Is there any way to figure an accurate combined reach & frequency? Thanks.

 

The Media Guru Answers(Monday, June 12, 2000 ):
First, define "market." If these radio markets are both in the same DMA, and you want DMA R&F, add the two stations' reach in thousands and divide by DMA universe. If they are in two different Metros, calculate reach within each and do a weighted average of the two:
  • Metro "A" target population = 100,000
  • Metro "B" target population = 20,000
  • Metro "A" target reach = 40% (40,000)
  • Metro "B" target reach = 55% (11,000)
  • Combined, total coverage area reach = 40,000 + 11,000 ÷ 100,000 + 20,000, or 42.5%

 


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Saturday, June 10, 2000 #3546
Guru, Is there any published papers that tell us the efficacy (in terms of quantitative analysis)of "out of home options" with respect to measurable media like TV/Print? Basically the "impact scores" of mass measurable media versus the consumer's out of home options- any type of outdoor media. Would really appreciate if you could provide some light in this area. Thanks Gyan

 

The Media Guru Answers(Sunday, June 11, 2000 ):
There should be comparisons of sales response, recall, etc in the materials at the The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Friday, June 09, 2000 #3545
Are there any industry "benchmarks" for response rates or cost per response for driving traffic to web sites through ads in tradional "offline" media? For example, if you run a print ad for a dot-com, what response rate should you be able to expect in terms of people visiting the site?

 

The Media Guru Answers(Sunday, June 11, 2000 ):
The Guru hasn't seen "benchmarks" for print ads' reposnse as web visits.

A lot of variables effect ad response. There is some data on print ads for web sites at Cahner's and in the The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Friday, June 09, 2000 #3543
Hello, I would like to know what the going rate, or average rate, advertisers pay to internet sites? thank you

 

The Media Guru Answers(Friday, June 09, 2000 ):
It varies based on numerous details. See Ad Resource

 


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Friday, June 09, 2000 #3542
Where can I find info. about SQUAD for cost per points? Do you have a web address or phone number? Thanks.

 

The Media Guru Answers(Friday, June 09, 2000 ):
See AMIC's Ad Data area

 


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Thursday, June 08, 2000 #3541
Guru, I am trying to find a source that carries b2b ad spending on an industry by industry basis. Could you please point me in the right direction? Thanks

 

The Media Guru Answers(Sunday, June 11, 2000 ):
The only such data of which the Guru is aware are the trade publication tracking reports from CMR (Competitive Media Reports)

 


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Thursday, June 08, 2000 #3540
Question: Dear Guru, In the course of my work, I need to evaluate many media (mainly print)proposals for advertising. What are the parameters I should look out for and points to consider if the publication is suitable to advertise in

 

The Media Guru Answers(Thursday, June 08, 2000 ):
The basic points in comparing print vehicles are
  • coverage (percent of your target that reads the publication
  • composition (percent of publication's readers who are within your target audience) and
  • environment:
    whether the publication is authoritative in the area relevant to your advertiser or
    offers supporting editorial regarding your category or message, etc.

 


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Thursday, June 08, 2000 #3539
There are a lot of new Internet appliances coming out on the market with built-in browsers. The display is always on. How or where can I determine the value of an icon/banner button for advertising on this display screen?

 

The Media Guru Answers(Sunday, June 11, 2000 ):
The Guru would count the times the machine goes through a fresh "on-cycle" or newly dislays the banner. The apply a web cpm.

 


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Wednesday, June 07, 2000 #3538
Hi Guru... Is there a source like SRDS that has information on alternative weekly newspapers across the country?

 

The Media Guru Answers(Wednesday, June 07, 2000 ):
SRDS has a Community Publications Source which should list these newspapers.

 


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Wednesday, June 07, 2000 #3537
I'm new to media software. If my agency is planning all media, is Donovan a better package than Telmar. Are there any others that I should consider? Thanks.

 

The Media Guru Answers(Thursday, June 08, 2000 ):
No. Donovan software is for buying and stewardship. Telmar (AMIC's sister company) offers programs used for planning, such as reach and frequency estimators, print cross-tabbing and rankeing, flowcharts, etc.

 


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Tuesday, June 06, 2000 #3536
How real are the rate cards that websites post for their online advertising? I see rate cards that say $30 or $40 CPM, such as for the individual sites represented by DoubleClick. Yet DoubleClick's own statistics show they are averaging only about $1 CPM overall. Are the rate cards only the starting point for negotiating very deeply discounted negotiated actual rates? Does anyone ever pay the stated rate card price? From: Sbernold@aol.com

 

The Media Guru Answers(Sunday, June 11, 2000 ):
Just as in all other media, on-line sales at rate card prices are rare. Those that occur are most liley at powerful B2B sites where the desirability of a unique audeince is well understood and rate cards are more closely observed, even at cpms over $150.

Comparing individual sites' rate cards to actual cales across large networks is unrealistic. While a single site buy may be pricesd at $30, there is likely also a "Channel buy" of sevetral $30 sites at a $15 channel cpm, and also a full network published rate below that. The Guru would be surprised to see the actual average of sales across DoubleClick sites as low as $1 or to see DoubleClick publishing any such statistic.

But, yes, rate cards are only a starting points for general audience sites.

 


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Tuesday, June 06, 2000 #3535
Hi Guru I think this service is super.Congrats. Now for my question: I am trying to value the cost of an web-alliance and in doing so ,need to define metrics for the alliance. The alliance is basically sponsorship and we will look for exclusivity.What are the metrics you would consider?Which are tangible and how would you measure it?I have looked at CPM,Cost per Click etc.Also,what are the costs for opt-ins ,like email addreses etc.? Your inputs will help a great deal. Thanks Ash

 

The Media Guru Answers(Sunday, June 11, 2000 ):
Obviously, the answers depend on the goals. An ecommerce site wants to produce sales. Clicks that don't lead to sales are not worth measuring. An ad-supported site wants traffic. Clicks and page loads at the target site are what matters.

The Guru is used to seeing email impressions valued comparably to web impressions, and clicks from email parallel to clicks on the web.

 


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Tuesday, June 06, 2000 #3534
I need your help. (again!) I am placing for 500 newspaper across the U.S. Is there anything out there in "newspaper land" similar to BuyMedia.com. I need to communicate with these newspapers and am trying to research a way to "streamline" the way in which I communicate with them. Can you help?

 

The Media Guru Answers(Sunday, June 11, 2000 ):

 


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Tuesday, June 06, 2000 #3533
Can you give me any advice on how to proceed selling space for two mobile billboards which I own. I am not a member of the 4A's so research information is scarce for me. Are their any directories or Associations I should speak with or you would suggest I be a member of? Are their any independant outdoor operators I can speak with? Your advice and expertise would greatly be appreciated.

 

The Media Guru Answers(Sunday, June 11, 2000 ):
The best compilation of advertising research, which includes all 4A's and ANA material, is the The Advertising Research Foundation InfoCenter.

Advertising Research Foundation membership is open to any organization.

Find local, independent out-of-home operators in your yellow pages.

 


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Monday, June 05, 2000 #3532
At what market penetration level does buying TV on a national level become more efficient than spot buying on a local level? Is it the same for Radio? How about Newspaper? And secondly, is there a way to calculate this in general?

 

The Media Guru Answers(Sunday, June 11, 2000 ):
In TV the variables are demographic and daypart. Some demographics have a greater differential in spot vs network CPP. One daypart / demographic scenario may become more efficient in network after 25 markets, another one at 75.

For example, in one recent cost guide which the Guru has on hand, the daytime HH CPP for network was equivalent to daytime spot CPP for the the top 68 markets. In Prime, the Network HH CPP was equal to top 22 markets' spot.

For other demographics and other media the breakeven will be different still. There is no rule of thumb beyond experience. You need to compile spot costs and determine where they break even versus national.

 


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Monday, June 05, 2000 #3531
I am the media director at a small, full service ad agency. Most of our clients are b-to-b advertising in trade journals. More and more we are finding that clients and prospective clients want to bring their media placement in-house for the most part in order to keep the media commission themselves. How do we convey the value of having their ad agency handle the placement? We are running out of ideas!

 

The Media Guru Answers(Sunday, June 11, 2000 ):
At his most cynical, the Guru wonders how much value there is if you can't convey it.

Theoretically, you bring professional experience to the table which the client doesn't have on hand.

You should be able to say and to demonstrate that you get better rates, better positioning and better value-added. The only other benefit that occurs to the Guru is if the client needs to compare the cost of an on-staff media professional to the agency fees for that stand-alone servce.

And media commission compensates an agency for much more than media placement itself, unless there are specific itemized fees for placement versus agency creative and other services.

 


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Monday, June 05, 2000 #3530
What is the media value for a ad that appears in Sunday circulars? For instance, the media value for a Directv satellite dish ad in the Circuit City or Radio Shack sunday circular? Thanks,

 

The Media Guru Answers(Thursday, June 08, 2000 ):
As a quick and dirty rule of thumb, the Guru applies the cost of the total circular to the fraction represented by the paricular space devoted to the specific product.

That is if Radio Shack has an 8-page circular which cost $100,000, and Direct TV occupied one-quarter page of space, it was worth $3125 or 3.125%, because one quarter page is 3.125% of 8 pages.

Judgenments about the relative value of this kind of exposure are a separate issue.

 


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Monday, June 05, 2000 #3529
Hi, I would like you to expain the terms, TG, TRP, CRP, GRP, ROS, RODP and the basic difference between the trems. Thanks a ton!. Anjali

 

The Media Guru Answers(Thursday, June 08, 2000 ):
  • TG= Target group, the selected demographic or psychographic group against which a media plan or buy will be constricted
  • TRP=Target Rating Points; the sum of the audiences of the all media insetions in a plan or schedule, expressed as a percentage of the target group population, such that 100 TRP indicates a summed audience equal to 100% of the group's population.
  • GRP= Gross Rating Points; this si essentially identical to TRP, except that some planners use GRP only in reference to Household audiences and TRP for any other dempgraphic. Others use "GRP" in all cases
  • CRP= Cost per Rating Point ( some say CPP for "Cost Per Point"); Simply a division of the media's cost by the rating points (TRPs or GRPs) delivered
  • RODP=Run of Daypart, also referred to as "daypart rotator," wherein a broadcast spot is purchased to air at anytime within a defined dayaprt, such as 6am to 10am, Monday thru Friday
  • ROS=Run of Schedule or Run of Station, wheriein a broadcast spot is purchased to air at anytime from station sign-on to sign-off. Sometimes the term "Daypart ROS" is encountered. This is another version of Run of Daypart.

 


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Sunday, June 04, 2000 #3528
Do you know where I could find some media statistics about online usage and habits? I am looking for any research, studies, etc. that can provide how consumers are using this medium, specifically how Corporate Management is using the interenet. After exhausting the "usual" sources (i.e. syndicated studies MRI, IQ, etc) I have reached a dead end. Please if possible, could you provide some insight to this area? thanks.

 

The Media Guru Answers(Thursday, June 08, 2000 ):
You haven't mentioned MediaMetrix and Nielsen//Netratings, which are probably your best syndicated resources.

Beyond that, The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. will have a compilation of assorted material.

 


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Sunday, June 04, 2000 #3527
Hi Guru,What will be the right measure to evaluate niche media channels : reach,GRP's or Share.This keeping in mind that the niche channels are traditionally viewed and used as frequency channels and are traditionally decided after the mainline reach channels are selected.Regds RKB

 

The Media Guru Answers(Thursday, June 08, 2000 ):
The right measure will depend on your goals in a given plan. If you are considering niche channels to extend reach among that niche, then the reach added by the potential schedule is the standard. Note that this means how much reach you can add for the dollars available for niche channel investment, and not the total reach of the niche channel itself. It is a common miustake, in the Guru's opinion, to compare media based on an abstraction of their total performance rather than what they can realistically contribute to a specific plan.

By the same token, if the niche channels are to be used as frequency vehicles, then efficiency is probably your best comparison. Share will rarely be most pertinent metric in any case.

 


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Friday, June 02, 2000 #3524
Dear Guru, In the course of my work, I need to evaluate many media (mainly print)proposals for advertising. What are the parameters I should look out for and points to consider if the publication is suitable to advertise in? Thank you.

 

The Media Guru Answers(Wednesday, June 07, 2000 ):
Visit Starch

 


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Thursday, June 01, 2000 #3523
Hi Guru - In your opinion, what are the best research systems for online planning/buying? We want to be able to do a crosstab, and discover which websites the target visits. Thank you!

 

The Media Guru Answers(Thursday, June 01, 2000 ):
Only the meter-style measurements are likely to have a large enough sample and reportable web site list for your analysis:

Nielsen//Netratings and MediaMetrix

 


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Thursday, June 01, 2000 #3522
Dear Guru, I teach my university's ad media course. In an effort to make it as useful and "real world" as possible, I want to know what topics/ideas/concepts you feel are absolutely critical to include. Also, we do use software designed for the college classroom to simulate buys. I would rather use the actual software buys. Suggestions on "real world" software we could purchase to utilize instead? Thanks, AdMedia Prof

 

The Media Guru Answers(Thursday, June 01, 2000 ):
The Guru believes the most important concepts are
  • Turning marketing / advertising strategies into media objectives
  • Turning media objectives into media strategies and tactics
  • They ways in which different media can support different strategies
  • Basic media math and statistical definitions
. Of course, these are broad concepts which encompass a lot of detail. A person should come out of an advertising media cousre equipped, for example, to
  • recommend radio when it's more appropriate than TV
  • Demonstrate how internet advertising is often more sizzle than steak, but has its place in some plans.
  • Make media plans address the fact that the U.S. is presently about 30% African American, Hispanic or Asian American, that this proportion is growing rapidly and already 40-50% in the "major markets" that will come up on many brands' key market lists
.

Learning the audience data comes with the job and changes too fast for details learned in college to retain validity very long into real world jobs.

As for buying software Donovan Data Systems is the "mother of all" buying software.

 


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Thursday, June 01, 2000 #3521
Hi Guru, I am trying to quantify the value of leveraging a consumer DB for a targeted sports marketing campaign via the internet but am unsure where to begin. Any ideas as to how I might figure out what the ad space on our web site is worth? (be it real as in banner, or virtual as in e-mail). This web site will allow our clients to promote their products to their own customers (we are merely an ASP). Moreover, we will have a DB of email addresses of our client's customers and can implement a limited direct marketing campaign. How much will this DB be worth to our clients? Are there sites that contain this information?

 

The Media Guru Answers(Thursday, June 01, 2000 ):
For some ideas about online ad rates, see Ad Resource. The Guru believes e-mail advertising can be priced at the same CPM as web banners.

 


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Thursday, June 01, 2000 #3520
Do you know where I can locate any research on TV Viewing in Internet Households? Thanks

 

The Media Guru Answers(Thursday, June 01, 2000 ):
Syndicated services which measure both include Scarborough and MRI. There have been numerous trade articels in such publications as Ad Age

 


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Thursday, June 01, 2000 #3517
What is the general rule of thumb (in terms of number of :60 radio spots per week) in a non-metered market? The goal of the advertising campaign is awareness over a 7 month period (no weekly promotion to talk about - just letting people know about our business). In the past we have been running anywhere from 14 to 16 spots per week.

 

The Media Guru Answers(Thursday, June 01, 2000 ):
The "overkill" level of frequency will depend on continuity among other things.

In a market too small to measure, the Guru imagines that there are relatively few radio stations, perhaps 12 or fewer, and average ratings might be 5 or better. So suppose 16 spots is about 100 GRP. FOr reach you would still want to use more than one station, at least 12 times each.

Are you sure your market isn't measured, perhaps as part of a larger market as defined by Arbitron? Even tiny Lima, Ohio, the 201st of the 210 DMAs making up the entire country has ratings twice yearly. Check out Radio & Records.

 


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Thursday, June 01, 2000 #3516
How can you estimate the reach and frequency (or even TRPs) of a radio schedule in a market that is not metered?

 

The Media Guru Answers(Thursday, June 01, 2000 ):
In any county, there should be at least an occasional Arbitron coverage study data to use for audience estimates.

 


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Thursday, June 01, 2000 #3515
I am in the interview process for a sales position at a radio station in Portland,Oregon. The Sales Manager has given me an assignment to put together a "faux" sales plan for an imaginary furniture store. I have been researching day and night about ad rates, demographics, etc. I even pulled out my old college books, but my problem is this: I don't know what a radio marketing plan looks like and I can't seem to find a model anywhere. Also, where's the best place to look if I want to find out about furniture-buying habits. Thank You ..Guru!!!

 

The Media Guru Answers(Thursday, June 01, 2000 ):
Generally, the buyer will control the plan. Your first step would be to find out his or her goals. But here you need to imagine you have received the specs from the buyer. The Guru feels it is important that you maintain the position you are working against buyers' specs.

As to learning who buys furniture and where they shop in Portland, refer to the Portland Scarborough. In the Guru's experience, a buyer in the process of making a buy won't sit still for a station's marketing presentation. The Buyer wants to know rates, ratings and merchandising offers, plus a little about your content and audience overall.

Think less about format and more about making it simple and pursuasive.

 


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Wednesday, May 31, 2000 #3514
My company publishes a 5 column tabloid newspaper. In order to cushion small retail advertisers from an upcoming double-digit rate increase (to offset rising newprint costs), I'm considering changing to a 6 column format. The theory is that we can convert small ad sizes to the new format, keep existing business at approximately the same rate per insertion for slightly smaller sizes (i.e., convert 1/10 Pages to 1/12 pages), and gain greater efficiencies and a higher yield per page. Are there any case studies that you're aware of that examine this scenario?

 

The Media Guru Answers(Thursday, June 01, 2000 ):
The Newspaper Advertising Association would be a good source of such studies.

 


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Wednesday, May 31, 2000 #3513
I was wondering if you had any information on the early adopter audience (or specifically those types of users who run for the latest and greatest technolgy) they are usually first to go out and buy the latest technology etc. I think that covers it. Any information would help

 

The Media Guru Answers(Thursday, June 01, 2000 ):
Intelliquest si a source for this type of data.

 


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Wednesday, May 31, 2000 #3512
I am looking for a resource that lists upcoming online media planning seminars. Thanks!

 

The Media Guru Answers(Thursday, June 01, 2000 ):

 


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Wednesday, May 31, 2000 #3511
Dear Media Guru I would like to know which all stock exchange sites take links, banners or any other referrals? If possible can we get rates?

 

The Media Guru Answers(Thursday, June 01, 2000 ):
Both New York Stock Exchange and NASDAQ have advertising, while The American Stock Exchange appears to take only links and only from listed companies. You will need to contact these and other excanges directly for rates and rules.

 


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Wednesday, May 31, 2000 #3510
Der Media Guru I am looking for linguistic break up among Non Resident Indians in America? Please help.

 

The Media Guru Answers(Thursday, June 01, 2000 ):
This data should be available at the Census if at all, for example English Ability by Language Spoken at Home. But the Guru is doubtful that a subset of "non-resident" would be tracked.

 


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Wednesday, May 31, 2000 #3508
Where to have a profile of the Chinese media vehicles (both TV & NP) for Chinese market in U.S.? (By Anita from Taiwan)

 

The Media Guru Answers(Thursday, June 01, 2000 ):
You will find many of these vehicles listed at Abbott Wool's Market Segment Resource Locator on the "Asian" page.

 


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Wednesday, May 31, 2000 #3507
Dear MG, For years I've been buying radio on a cost-per-spot basis. Now that I have an agency doing the buying for me, the planner tells me that I should be buying on a cost-per-point basis. Why? Thank you.

 

The Media Guru Answers(Thursday, June 01, 2000 ):
The value of a radio spot is in its audience. On a given station one spot, in AM Drive time, for example, might have 5.0 rating points (5% of the target listens to the spot) among the target audience while a weekend evening spot has a 1.5 rating. If you buy the station on an average cost per spot basis you lose track of value. But the AM Drive spot's cost might be is $100, or $20 cost-per-point. If the weekend evening spot cost $45 the cost per point is $30. So the value of spots is represented by cost-per-point. Audiences vary and cost per spot ignores that key fact.

The above also applies to comparing spots on different stations.

 


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Tuesday, May 30, 2000 #3503
Media Guru, I'd like to clarify my question from last week about national media vs. spot media planning. Based on the marketing and communication goals of our client, we have determined that network television is a necessary part of our media mix. We are in the process of aquiring reach/frequency software for national media, but don't currently have it so I can't do a run to determine TRP levels that will generate effective levels of reach/frequency. So, in order to get a feel of what other national advertisers planned, I looked at other plans that contained network television. In looking at those plans I noticed that the TRP levels are significantly lower than spot television plans. Have you noticed that same descrepancy in media plans that you are familiar with? If so, why?

 

The Media Guru Answers(Tuesday, May 30, 2000 ):
You must be comparing all-TV plans where one is all spot and the other is all network for these comparisons to make sense, in the first place. If there are other media involved, naturally that will affect TV levels.

In national plans containing both media forms, the network will be mostly low-readh daytime and high-priced prime. So there are reasons to limit investment in each. Spot ususally is concentrated in fringe times, which offer better reach potential than day and better efficiency than prime, so that is one reason for higher spot levels.

In other plan where there is network as well as spot, spot may be used to give extra weight to markets with greater sales or greater sales potential or to fill in market that are underdeliverd by network versus national averages. In any of these cases, spot is typically used at higher levels, but in a short lis of markets.

There is nothing inherent in spot versus network to make spot levels higher than network when either one is the sole medium.

 


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Tuesday, May 30, 2000 #3502
Dear media guru, what is a "filler". Is it used differently on tv than the radio?

 

The Media Guru Answers(Tuesday, May 30, 2000 ):
Filler is content used in odd bits of time, particularly in news or feature-oriented programming. It is more common in print

 


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Friday, May 26, 2000 #3501
I've noticed lately that Showtime has become a lot more eggressive in their ad campaigns, especially online. Could you tell me which agency is currently handling their tv & interactive planning?

 

The Media Guru Answers(Monday, May 29, 2000 ):
It's not really a media question. The Standard Directories of Advertising Agencies and Advertisers ('The Redbook') lists agencies by client.

 


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Friday, May 26, 2000 #3500
Guru, I have had a lot of planning experience for spot television and local cable television and am now being asked to plan network television, network cable television and syndicated television. I've noticed after looking at several example plans that network GRPs are often lower than spot GRPs ... Why is that and what are effective GRP levels for network media? Please help.

 

The Media Guru Answers(Monday, May 29, 2000 ):
The Guru would surmise that in spot, you have seen more promotional or retail-oriented schedules, where noise level is the basis. In network plans, more sophisticated assessments of communications goals may have been made, focused on reach and frequency.

The concept of "planning spot tv" or "planning network TV" is also puzzling. The media choice is the result of planning, not the going-in assignment. Are you part of the buying process moving to network tv where multimedia plans may have been assembled by others, prior to your involvement with a single element?

 


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Friday, May 26, 2000 #3499
What is common way to calculate tv programm loyalty?

 

The Media Guru Answers(Monday, May 29, 2000 ):
The usual basis is "how many episodes out of 4 does the viewer watch."

 


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Friday, May 26, 2000 #3498
Are there any metrics for advertising on streaming media sites, eg: On2.com, where commercials and text links are incorporated into a media piece? Is the CPM cost higher in this format, and how are the impressions counted? (looking for a pricing structure to charge advertisers for a converging media site). thanks.

 

The Media Guru Answers(Monday, May 29, 2000 ):
ADResource offers comparisons of various online rates.

There should be some added value if you can get the few consumers who are properly equipped (now about 4 million or fewer), to sit still for it.

The Guru tried ON2 and was discourages by the site's attempt to download a plug-in without asking first. In these virus-paranoid times, it's quite off-putting. The Guru imagines such sites are a very long way from generating enough ad traffic to think about charging in CPM terms.

 


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Friday, May 26, 2000 #3497
Dear Media Guru, Not long ago I came across the statement that audio and video spots do not work if they are shorter than 20". Please, give me some comments about this. If it is possible, can you ad your comments with some references on this theme.

 

The Media Guru Answers(Monday, May 29, 2000 ):
It seems a ridiculous statement, considering the popularity of :15 TV commercials today. Were you reading old trade journals? 20 years ago, when TV :60s were the norm, they said the same thing about :30s. Comparing one unit versus the other, there will always be an advantage to the longer execution. But in the real world, one gets double the advertising, or perhaps 3 for every two. :15's work through added frequency if for no other reason.

Research is plentiful. Contact The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, May 25, 2000 #3496
Media Guru - are you aware of any studies or statistics showing the effectiveness of newspaper bag wraps [polybags]?

 

The Media Guru Answers(Monday, May 29, 2000 ):
The data might be available from newspaper which offer the option or try The Newspaper Advertising Association

 


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Wednesday, May 24, 2000 #3495
What do you think is the most effective medium in generating visitors to an informational "yellow-pages" type web site designed to attract recently engaged couples?

 

The Media Guru Answers(Monday, May 29, 2000 ):
Testing will tell. If not bridal magazines, then other sites related to wedding planning.

 


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Wednesday, May 24, 2000 #3494
Hi Guru, I have a few, related r/f questions: Can you please explain the technical differences between r/f's calculated using the Metheringham, Mellow and Prince methods? Are there cases where one methodology would be more favorable than the others and what are the cases. And, finally, is there any value to runnning a yearly r/f? THANKS !!

 

The Media Guru Answers(Wednesday, May 24, 2000 ):
You appear to be referring to magazine r/f in particular.

Metheringham is one of the oldest print r/f methods, based on duplication between titles and duplication between issues.

Mello is an extension of Metheringham created by MRI. The Guru confesses to being unfamiliar with the "Prince" method.

"Most favorable" would be a case-by-case judgement call. Assumong you have all three systems available, you can do the same schedule 3 ways and compare. The Guru doesn't think there are general cases that can be cited where one is superior to another. Most likely teh differences will be caused by multi title versus few titles/multi-insertion schedules, or weekly versus monthly.

Yearly r/f, when schedules are reasonably substantial, is not likely to be useful in comparing scehdules. Some advertisers might use yearly data when looking for box-car numbers for trade promotion or sales meetings.

 


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Wednesday, May 24, 2000 #3493
I am looking for statistics regarding the current and projected size of the local advertising market in Canada. Can you please help me to find such figures.

 

The Media Guru Answers(Monday, May 29, 2000 ):
These data are typically reported by trade media. In Canada, try AdNews

 


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Wednesday, May 24, 2000 #3492
Dear Guru, How the results of TV sposnsorship can be measured and evaluated? Is it possible to compare it somehow with ordinary spots advertising? In Russia we have monitoring of TV channels. All events - programmes, breaks & commercials (all types - including spots, sponsorship etc) are fixed in the database. Combining it with the PeopleMeter ratings theoretically we can calculate everything. The main problem is that I do not know how can I calculate rating for sponsorship. Should it be rating of the whole program or rating of the real moments of sponsorship or something else? Maybe you can advise some literature about the subject? how it is done in other countries? Thank you in advance Ksenia

 

The Media Guru Answers(Monday, May 29, 2000 ):
Generally, when considering the total commerical audience of a sponsored program, the total program audience rating is used. But if your people meter data allow you to accumulate the net of all commercials and sponsor mentions, use that.

Evaluating the total benefit of sponsorship goes beyond these data. The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. and ESOMAR, the European Survey, Opinion and Market Research Organization would have relevant research.

 


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Tuesday, May 23, 2000 #3491
Dear Guru, How do I find ratings for all the US radio and TV stations and circulation and readership data for all the US dailies? I need this for my company's market research. I appreciate your work. N.

 

The Media Guru Answers(Tuesday, May 23, 2000 ):
The Guru finds it hard to imagine that your company really needs and would use all this data for a project, but perhaps you are building a library to have on hand for ongoing marketing work.

There are about 1000 commercial TV stations, perhaps 1,000 dailies and 10,000 commerical radio stations. Broadcast ratings will include dozens of age/gender/program/time period variants per station. The companies that produce these data do it for profit. You can buy TV ratings from Nielsen, radio from Arbitron and daily newspaper circulation audits from Audit Bureau of Circulations.

 


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Tuesday, May 23, 2000 #3490
What are the top ten online ad spending regions in the US

 

The Media Guru Answers(Tuesday, May 23, 2000 ):
The Guru finds more questions raised by your question. What do you mean by regions? For example, there aren't enough "Nielsen regions" to think about a top 10. Do you mean DMAs or some other "universe" of regions? On what basis would you want to associate spending with regions? Headquarters of the advertiser? Location of the buyer?

It is possible no data will have been compiled for this sort of geographic analysis, but the most extensive web ad spend tracking is probably the one by CMR (Competitive Media Reports).

 


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Tuesday, May 23, 2000 #3489
hi ! where do I find information about the volume of ad's in Radio market in USA? Our company has client who wants to know the volume of radio share in USA market and ad's share spent on Radio Thanks

 

The Media Guru Answers(Tuesday, May 23, 2000 ):

 


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Sunday, May 21, 2000 #3488
I'm putting together an Out of home analysis and recommendation for one of my clients. We want to use inflight magazines, inflight television, and dioramas in the international departure areas of their targeted airports. The goal is to hit international business travelers. Where do I begin? I have a list of their key markets, all of which have at least 1 international airport. Can you help me set up an outline?

 

The Media Guru Answers(Monday, May 29, 2000 ):
The Guru isn't sure he understands your question. You have chosen your media. Do you just need help in documenting the plan? See the Guru's Parts of a Media Plan

 


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Thursday, May 18, 2000 #3486
Hi. I writing a media plan for a B2B .com The target is small businesses and the marketing objective is "to build the brand". Should I use reach as the primary media objective or frequency? For example, the online portion, should I use larger banners and sponsorships on fewer networks and single sites or smaller banners on more nets and sites? Also do you know of any research that details the crossover among magazine hard copy readers and that same magazine's online newsletter? Thanks

 

The Media Guru Answers(Sunday, May 21, 2000 ):
Some research has shown that banner ads wear out very quickly, at least insofar as generating clicks. So reach would seem a more useful benefit of online ads. If your goal is branding, one presumes you have significant information content in the banners themselves, rather than relying on clicks.

Cahners has posted some research on crossover in a B2B context.

 


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Thursday, May 18, 2000 #3485
Where might I find research forecasting 4th quarter TV viewership and predictions? With the Olympics and Election 2000 in the near future, is there research to support advertising amidst this kind of advertising?

 

The Media Guru Answers(Monday, May 29, 2000 ):
Most trade publications, like Ad Age, are writing about this.

The overall volume of advertising does not change so mush as its nature and price. There is little reason not to advertise. For research, try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, May 17, 2000 #3484
I'm looking for a list of Specialty Advertising Agencies in Texas. Do you know of a source? Thanks.

 

The Media Guru Answers(Wednesday, May 17, 2000 ):

 


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Wednesday, May 17, 2000 #3483
Can you give :15 second bookend television commercials double the rating since the commercial is airing "twice?"

 

The Media Guru Answers(Wednesday, May 17, 2000 ):
It depends on who is asking and why, so the answer is yes and no.

If the two :15's were in different pods, 10 minutes apart, the answer would be a simple yes. Whether the should not count a two commercials because they are only about 2 minutes apart is a judgement call, communications-wise.

 


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Wednesday, May 17, 2000 #3480
What are your views on the wear-out phenomenon of advertising?

 

The Media Guru Answers(Friday, May 19, 2000 ):
Click here to see past Guru responses

 


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Tuesday, May 16, 2000 #3479
Are there parameters (highs and lows) for effective reach and frequency? In other words, is there a particular reach and a particular frequency that are considered "average" as they relate to broadcast media? How would one determine whether an advertiser is spending adequate funds to meet these "averages" when airing a broadcast schedule on a Mon-Sun basis?

 

The Media Guru Answers(Friday, May 19, 2000 ):
The Guru finds the concept of average irrelevant in this context.Such measures are relevant in relation to competition and one's own communications goals. What does it benefit an auto brand if the "average" advertiser has a reach of 50% at 3+ frequency when all automotive competitors are delivering 75% at 3+?

As to turning spending into effective reach and frequency, that's typically part of a media plan. Budget gets expressed as schedules of TV, radio, print, etc. Reach and frequency are calculated by available software for these GRPs. Effective reach / frequency is an inherent part of the calculation.

 


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Tuesday, May 16, 2000 #3477
What is the definition of "spill in" and "spill out"

 

The Media Guru Answers(Friday, May 19, 2000 ):
These terms are generally used in relation to Designated Market Areas, but may also be used relative to metros. It is an issue for market-specific media, like TV stations, radio stations and newspapers, but not for national media or place-based media, such as network TV and out-of-home, respectively.

"Spill-in" is audience generated within the DMA by media located outside the DMA. For example, in parts of the New York DMA some people view TV programs broadcast on Hartford-New Haven stations and this viewing is reported in the ratings for the NY DMA. This is spill-in.

"Spill-out" is the same thing seen from the other side. When a Hartford-New Haven station gets audience in the New York market and it's reported in the Hartford-New Haven ratings, it's spill-out.

20+ years ago, this was a relatively minor issue, but today, with cable and super stations there can be a big impact for some stations and markets.

 


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Tuesday, May 16, 2000 #3476
What is the usual time of TV copy worn-out? Please give me some examples of Western markets (I am writing from Poland). Is there a big difference when you use the same copy all the time or several versions (let's say - the same logo, text, packshot, but different scenario)? Please submit it to FMCG brands. Thanks in advance. Cezary

 

The Media Guru Answers(Friday, May 19, 2000 ):
It depends on how you define wear out, which might be based on GRPs or frequency or sales rate.

Click here to see extensive past Guru comment on wear out

 


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Monday, May 15, 2000 #3475
My company is currently placing free internet terminals in high traffic pedestrian locations. We currently have our terminals in 3 mall locations in the Las Vegas, Nevada area. We have recently completed about 2 months of data collection in the Fashion Show Mall in Las Vegas. We are generating 1.2 million impressions per month out of that single location. We anticipate generating approximately 3 million impressions per month by the end of May. Now that we have collected all this data. We are ready to start selling the advertising. We are considering hiring an advertising firm. How do we find and evaluate an advertising firm that will meet our needs?

 

The Media Guru Answers(Friday, May 19, 2000 ):
Two sources of agency listings by selected criteria are The Standard Directories of Advertising Agencies and Advertisers ('The Redbook') and AdForum

 


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Monday, May 15, 2000 #3474
What DMA's have a high penetration of families with children? Is there a place where I can locate penetration of families with children across all DMA's and how would those DMAs compare to the national average?

 

The Media Guru Answers(Friday, May 19, 2000 ):

 


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Monday, May 15, 2000 #3472
I have been presented the task of recommending media test markets for a cross-channel campaign that includes DM, print, radio, web and outdoor. Ideally, these test markets should be representative of the US population (i.e., mini US markets). What are the most commonly used media test markets that take the following into consideration? No spill in or out/purity of environment, large enough to purchase direct mail lists, and of course representative of the U.S. population?

 

The Media Guru Answers(Friday, May 19, 2000 ):
Nielsen publishes a test market guide addressing these issues. Note that "most common" is not really a good criterion. Why test in a market where lots of other tests are going on, thus making the market non-representative?

Realistically, being fully representative of the U.S. isn't possible unless you settle on a few demographic criteria that you deem relevant to your product or test. It isn't too hard to find markets approximately representative on age/sex/income parameters, but are these the most crucial parameters in testing a basic household product, or is it more relevant to be representative of African American and Hispanic penetration or household size?

 


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Monday, May 15, 2000 #3471
what about Intelligent Transport Systems ?

 

The Media Guru Answers(Monday, May 15, 2000 ):
The Guru thinks trying to turn them into media will reduce their effectiveness for their intended purpose, and therefore, will not happen.

 


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Sunday, May 14, 2000 #3470
Question: Would you please advise how audience accumulation builds over time? For: (A) Weekly Consumer Magazine (B) Monthly Consumer Magazine (C) Business Publications (D) Out of Home Media. I suppose that based upon the type of media -- daily newspaper versus monthly magazine, that audience accumulation will vary quite differently. But from the standpoint of audience accumulation over the course of time from Week 1 to Week 2 to Week 3, etc., because of duplication, the accumulation figure will decrease --- with reach maxing out. Could you please provide a run down by media type (A, B, C, D) as to how accumulation figures build over time?

 

The Media Guru Answers(Sunday, May 14, 2000 ):
To really evaluate this you need the specific respondent-level data from individual media, such as that provided by MRI or Simmons.

Generally, in any print medium, the audience builds quickly at first, within the medium's cycle. For instance, a weekly builds the vast majority of its audience within the week following issue, and virtually all of its reach within 3 weeks. A monthly has a similar shape to its "reach curve" over time, but the 3 week time line extends to perhaps 2 months. Business publications would probably compare similarly for weekly versus monthly.

Out-of-home media are quite a different story. Since they are not media with content, and are incicentally encountered in life as opposed to the audeince seeking it out, there is no aging content to affect readership. Because out-of-home, at least in the case of outdoor posters, is bought at enormous GRP levels ( usually 25 to 100 GRP per day), reach accumulates very quickly, reaching 85 to 95% of an audience in the first month. The medium itself does not get measured, the campaign does.

 


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Saturday, May 13, 2000 #3469
How do you arrive at, determine or set up or initiate your rates when you are serving a small audience of under 20,000 who buy goods worth millions of dollars? Are there similar sites with rates to compare based on audience size and buying power?

 

The Media Guru Answers(Friday, May 19, 2000 ):
A range of sample rates is offered at Ad Resource

 


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Saturday, May 13, 2000 #3468
Can we use Pagers as an advertising Medium ? If yes, then which are the countries it is in practice and what r the rates per insertion?

 

The Media Guru Answers(Saturday, May 13, 2000 ):
This seems to the Guru to be an outrageous extension of SPAM. Using a special communications device which the owner has acquired for the purpose of receiving urgent messages, and may even pay per message delivered, to send unsolicited advertising messages would likley infuriate the users. One wonders who would even provide the list of numbers, unless the pager system operator sold broadcast messages.

 


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Saturday, May 13, 2000 #3467
Dear Guru, What is meaning of the term 'Properties' in webparlance?.( like Some site list out 'top 15 properties')

 

The Media Guru Answers(Saturday, May 13, 2000 ):
"Properties" may have different meanings in different contexts, but the Guru suspects you are thinking of something like MediaMetrix' listing of top web properties, which they define as follows

“Digital Media & Web Properties” include the largest single brands as well as consolidations of multiple domains that fall under one brand or common ownership."

This refers to multiple specialized versions of Yahoo, or AOL both on the web and internal, for example.

 


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Friday, May 12, 2000 #3465
one of our clients, whose commercial asks the viewere to call the 800# for information/brochure asked about direct response :60's and :90's on TV (National cable and spot) compared to buying regular spots. In other words, what are the advantages and disadvantages of buying spots on a direct response basis? I know the costs are cheaper but you run in broad dayparts. What else?

 

The Media Guru Answers(Sunday, May 14, 2000 ):
Cost are cheaper because you run in broad dayparts, but more so because the spots are immediately preemptible. If an ordinary advertiser wants the inventory at normal rates your spots will be bumped.

A good sales rep will give you a rough estimate of what percentage will be preemted If you can live with that, and don't miss out on specific programs that you find sell your product better then take advantage of the lower rates.

 


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Friday, May 12, 2000 #3464
I am trying to figure out an answer to a complcated problem. Say you have widgets. you have identified 4 markets that might buy widgets. you then have a number X for each market that shows the possible number of sites that could have widgets - how can you create a weighting scheme to balance the data by segment? total # Market possible sites % have widgets A 10,000 55% B 25,000 25% C 5,000 5% D 10,000 90% please reply to sjedwards@rcn.com.

 

The Media Guru Answers(Friday, May 19, 2000 ):
With the data you have supplied the only approach would be to multiply sites by percents and calculate a new distribution. So:
  • A: 10,000 x 55% = 5,500
  • B: 25,000 x 25% = 6,250
  • C: 5,000 x 5% = 250
  • D: 10,000 x 90% = 9,000
  • 5,500
    6,250
    250
    +9,000
    21,000
  • and thus
    A=26%
    B= 30%
    C=1% and
    D= 43%

 


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Thursday, May 11, 2000 #3463
Dear Guru 1. Could you explain to me the differences between different classifications of portals (vertical, horizontal etc.) and highlight some links that can help me explain how a brand can establish a portal to achieve percieved category dominance - e.g. Pepsi theortically establishing a music portal - case studies and effectiveness etc. 2. Telcoms - do you know of any links reforring to 3rd generation WAP technology and corresponding telecomms portals Many Thanks

 

The Media Guru Answers(Sunday, May 14, 2000 ):
A horizontal portal is the traditional type, a taking off point to a wide variety of web content, including news, shopping, special interests, etc. Vertical portals focus on a range of information around a specific content type, such as sports, finances, news of Spanish-speaking countries, etc.

The Guru is not aware of any advertiser establishing a portal and achieving dominance of a category beyond its own products. It doesn't seem a likely prospect. While Pepsi may target advertising to consumers who enjoy specific types of music, for example, it is an enormously expensive prospect to outperform the CD Nows and MP3.coms already in existence. Much cheaper and more practical to "dominate" the advertising inventory of these sites within the areas appealing to the right target and not bothering with building or dominating content inappropraite to the target, such as classical or big band.

For WAP technology information, visit W@P Forum. The Guru does not forsee WAP (Wireless Application Protocol) becoming an advertising medium anytime soon.

 


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Thursday, May 11, 2000 #3462
Dear Guru, I would like to run a campaign in the US targeting Arabs living the west coast, the campaign is about a folk dancing show that will happen in Las Vegas. I will use Arab TV that are available via cables in the states. I would like to use some outdoor posters just few weeks before the show in California main cities, Can I have contacts of media houses. Is there any poerfull radio stations. Any other ideas ??? Many thanks

 

The Media Guru Answers(Sunday, May 14, 2000 ):
Major outdoor vendors such as TDI, OutdoorSystems or Vista Media can place outdooer and have the resources to identify Arab American population centers. The Guru does'nt think there are any "powerful" radio stations, or even measured ones, but ANA Radio offers one listing of US Arabic radio outlets.

 


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Thursday, May 11, 2000 #3461
Is it possible to derive a demo rating from a given household rating, assuming I have populations for both? I'm trying to convert a household cpp to a specific demo cpp. thanks.

 

The Media Guru Answers(Thursday, May 11, 2000 ):
No, you need vpvh, because the rating among people will not necessarily be the same as among HH. Without that linking data the popualtions are no help.

 


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Thursday, May 11, 2000 #3460
Where can I find a list of Internet Advertising Sales Representatives?

 

The Media Guru Answers(Thursday, May 11, 2000 ):
The biggest are DoubleClick , Adsmart, and 24/7 Media. Ohther are listed at AMIC's Web Sites Ad Placement on the Web area.

 


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Wednesday, May 10, 2000 #3459
Where can I find information on banner placement statistics regarding where on the page, within what content etc.?

 

The Media Guru Answers(Sunday, May 14, 2000 ):
Various organizations, such as The Internet Advertising Bureau and C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) have research on these questions. Many sites have answers specific to their own advertising experience.

A lot of this research will be available throughthe Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, May 10, 2000 #3458
Guru, I am new to broadcast buying and would like to know the difference between, national spot tv, spot tv, local tv and network tv. Im confused because spot and local appear to be the same thing. Thanks

 

The Media Guru Answers(Sunday, May 14, 2000 ):
The differences all depend on who is the seller or who airs the advertising and not so much on the broadcast buyer's actions.

  • "Spot TV" means tv advertising placed on individual broadcast stations rather than on networks. The term is essentially synonymous with local TV. Generally "spot TV" is taken to mean local, broadcast TV, although there is also "local" or "spot" cable.
  • "National spot" usually means local tv placed as part of a broader campaign, and purchased through spot sales representative organizations, in contrast to "local" spot tv where the transaction takes place directly between buyer and station, occuring physically in the station's home market.
  • National spot can also mean a national campaign where all 210 or some large portion of all markets are purchased locally. This is rare, because of its inefficiency, but may be necessary due to required timing or copy differences, market by market.
  • "Network TV" advertising is placed to run simultaneously on all the local affiliates one of the broadcast network organizations which are ABC, CBS, NBC, Fox, Univision, Telemundo, and, in some contexts, the WB or UPN. Again, there is cable network advertising. on a similar pricipal, but carried by all affiliated cable systems. In network, one organization "feeds" the advertising at one time - or most often time zone adjusted - to all affiliates.

 


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Wednesday, May 10, 2000 #3457
Guru. I don't have access to neilson ratings. How else would I find Daytime ratings for various broadcast show, specifically against A25-54?

 

The Media Guru Answers(Sunday, May 14, 2000 ):
If you can't get Nielsen ratings from a subscriber, such as a station or an ad agency, you can't. In various places, such as Ultimate TV you may find Nielsen household ratings, which are often released for publicity purposes.

Nielsen is in the business of producing ratings as a money making venture, not a public service so the details are not freely available.

 


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Wednesday, May 10, 2000 #3456
I would like to ask three questions: First, is there a website that provides guidelines for advertising on the Internet. Our company only provides services in certain areas and want to evaluate how we can reach these areas using the internet. Secondly, are there any other alternative ways to get messages across besides traditional TV, radio, print and outdoor? Thirdly, is there a website or service that reports spending on ad circulars (for instance, DirecTV in a Best Buy ad)? Thanks,

 

The Media Guru Answers(Saturday, May 13, 2000 ):
  1. The Guru doesn't believe there is any website specifically providing an unbiased guide to internet advertising. Many of your questions might be answered by looking up past Guru queries and responses in the Guru Archives Search Engine. Use your various topics as your search terms.

    The Internet Advertising Bureau and C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) are sites with good, general information.

    If your key issue is advertising to a specific geographic area, you can advertise on sites providing local information, which today exist for most localities, or you can buy geographically specifc impressions from most major, commerical, consumer-oriented sites.

  2. There are always new, unique non-traditional media, such as skywriting and cross promotion. But since the new ones are new they are not generally known until you stumble across them or unless their sellers find you.
  3. The Guru also doesn't believe there is a service which tracks specific products within stores retail ads. In some cases, where these represent co-op deals there may be some record, but generally, not.

 


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Tuesday, May 09, 2000 #3455
Is there any software in the media industry that offers all information about various cable systems and allows you to create an order? Networks available, zip codes, rates, ownership and sales contact.

 

The Media Guru Answers(Saturday, May 13, 2000 ):
The Guru does not believe there is any such commercially available software. The data you describe is typically compiled by the national cable sales reps such as National Cable Communications who would be happy to provide the analysis to facilitate your buy.

 


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Tuesday, May 09, 2000 #3454
What are the essentials of media buying? How can one plan an optimum media buying (all media) ?

 

The Media Guru Answers(Saturday, May 13, 2000 ):
Of course, this can take years to learn this fully or everyone would be doing it for themselves. At its most simple, the "essentials of media buying" are getting the right media at the right price.

The right media involves considerations of

  • Target coverage
  • Target composition
  • Environment
  • Positioning
  • Timing
  • Scheduling
  • Reach / duplication
  • Gross audience
  • Etc.
The right price is more than just the lowest price when all the above have been considered. Too low a price may lead to preemptions. Too low a total investment with one vendor may let you miss out on advantageous packages and merchandising.

 


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Monday, May 08, 2000 #3453
Which TV programs have the largest number of male viewers 18-34? Which Cable station reaches the largest number of viewers in this demo?

 

The Media Guru Answers(Monday, May 08, 2000 ):
These questions can be answered best by Nielsen.

 


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Monday, May 08, 2000 #3452
hi i am a media planner in pakistan working for R-Lintas the problem that i face while planning is the clitter and how to deal with specially in TV we have tried different solutions but none worked so i need your in this regard .

When i mentioned clutter i ment the overload of advertising on television where your message is lost. in Pakistan few years back we just had one government owned TV channel so it was easier to attract big chuncks of audiences through advertising but in the past few years the media scene in Pakistan has changed alot now we have three TV channels (24 hour), cable and satellite channels are also very popular so now it has become really difficult to attract same big chuncks of audiences now every individual dwells in his or her own domain of interest and the question now arises 1-How to reach these people who are no more receptive and has more options. 2-How to get maximum mileage out of the limited resources(advertising budget) that we normally have. 3-How to increase the reach and break the advertising clutter 4-How can we make consumers sit and watch our ads?

 

The Media Guru Answers(Tuesday, May 09, 2000 ):
Part of the answer will depend on how advertisng is delivered. If one minute of programming alternates with one minute of commercial time, the Guru would say it's hopeless. If your TV commercials run in pods, that is, 2 or 3 minute blocks of commercials after every ten or fifteen minutes of programming, then there are a few tricks:

  • Buy multiple commercials in a program
  • Buy the opening and closing position of every pod in a program
  • "Sponsor" a program to get opening and closing and pod-bumper billboards.
  • One technique to increase audience 'chunks' is "roadblocking" which means buying at the exact same time across multiple channels.

Making the consumers 'sit and watch your ads' though, is not a media issue. At best it's a creative question.

 


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Saturday, May 06, 2000 #3449
Guru, why are most large agencies starting their own online division? I assume most planners in a media department would love to explore new boundries for their clients to advertise in. Just wanted a different opinion.

 

The Media Guru Answers(Saturday, May 06, 2000 ):
Online media, though they are new and hot at the moment, are just additional media and must be regarded as merely additional communications elements available to advertisig plans. The Guru doesn't believe online divisions will stay separate for the long term. Though production issue will be unique, online will become just other media. There may continue to be specialists who serve online marketers, just as there are specialized health care and direct marketing agencies.

Bottom line, agencies are starting online divisions to compete for online budgets which otherwise are diverted from the budgets the agencies get. It's the same as agencies opening ala carte media services to compete against independent media buying companies.

 


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Saturday, May 06, 2000 #3448
I work in a two-person media dept. and my primary media planned & purchased thus far has been traditional(ie, tv, radio, print,etc.) A client has now requested an online banner program targeting commercial real estate landlords in NY, Chic. & LA. I don't know where to begin. Your advice is greatly appreciated.

 

The Media Guru Answers(Saturday, May 06, 2000 ):
Your starting point, without any reference books is to try to imagine what kind of websites would interest your target, and try to find them using search engines like Yahoo, etc.

These might be websites of commercial buildeing and maintenance services like construction, painting or carting.

It isn't in the nature of the web to be limited to specific geography, but sites can sell banners targeted geographically.

 


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Saturday, May 06, 2000 #3447
Guru, is there a website that offers R&F calculators? I work at a small agency & don't have access to most research data.

 

The Media Guru Answers(Saturday, May 06, 2000 ):
Right here on eTelmar

 


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Friday, May 05, 2000 #3445
What's the best way to get planning costs for TV advertising in Europe?

 

The Media Guru Answers(Sunday, May 07, 2000 ):
Assuming you don't want to ask a multinational media service or agency for rates, start with International Media Guide

 


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Thursday, May 04, 2000 #3444
Hi Guru - I'm doing a radio campaign for a small restaurant chain. I have about 3 different station options that will work well. My dilema is that the station that comes out the best is an Oldies format. Not my first choice for a "guy sportsbar". My first choice was a combo of stations - NTR, AC and oldies bringin up the rear. My boss wants to just use the oldies station based on the numbers. I say, since all of the numbers look good - let's go with the 3 station buy. This is not a numbers argument and I don't know what to use to convince him. Any suggestions, or does it matter? Thanks

 

The Media Guru Answers(Sunday, May 07, 2000 ):
You don't say on what basis oldies "comes out the best." The Guru would imagine it's based on target rating, target composition, target efficiency or some combination of these.

You also don't say what the communications goals are, reach, effective reach, pure target impressions weight or something else.

You don't say why you don't think an oldies station would be good for a guys' sportrs bar, but the Guru would expect it's probably misguided, as in you like sports bars and you don't like oldies. The Guru has encountered this kind of thinking before; for example in NY or LA buyers who think country music is strictly for lowbrow blue-collar workers and farmers, not considering the format's dominance across many strata in most of the rest of the country.

If all the numbers you can think of favor the oldies nad you don't have research such as Scarborough or MRI to tell you that oldies stations are not listened to by guys who like sports bars, maybe you should just go with the numbers. If reach is an issue buy all three stations.

Generally, when the Guru has encountered a buyer putting "instinct" ahead of numbers in making decisions, it has turned out to be very simple unscientific, personal preference at work.

 


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Wednesday, May 03, 2000 #3443
Hi Guru - I have seen information on how different positions within a magazine can impact on ad recall, but is there any research available on how inserts affect ad recall? Thanks!

 

The Media Guru Answers(Wednesday, May 03, 2000 ):
If so, Starch would be the most likely source to check, Then The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Tuesday, May 02, 2000 #3439
Regarding effective reach and effective frequency, are there general accepted boundaries of these measurements as they relate to radio and television? How do you compute effective reach and frequency?

 

The Media Guru Answers(Thursday, May 04, 2000 ):
The Guru has seen effective frequencies from 2 to 9 used in plans. Most often, 3 is the "bogie" but 4 and 5 are not uncommon.

In the Guru's opinion, the effective levels make sense when applied to a majority of the target, that is, 50%+.

As far as computing effective R&F, the capability is typically built into reach and frequency calculators. As part of calculating reach, the frequency distribution is calculated. This is a calculation of the discreet number of persons reached by each ad in the schedule. Thus one can compile the number (or %) of target persons reached "at least" the set number of times.

 


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Tuesday, May 02, 2000 #3438
Can you give me a sense of the media landscape in Latin America? I am advertising an luxury product to a dual, upscale target.

 

The Media Guru Answers(Thursday, May 04, 2000 ):

 


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Tuesday, May 02, 2000 #3437
Can you tell me what percentage of people who have seen a television public service announcement will recall having seen it? Thanks.

 

The Media Guru Answers(Tuesday, May 02, 2000 ):
To a small extent, this is based on placement, but to a much greater extent it depends on the copy. In short, this isn't a media question.

 


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Tuesday, May 02, 2000 #3436
I need to calculate target ratings for a particular cable network. I've got HH VPVH and the target VPVH. Now what?

 

The Media Guru Answers(Tuesday, May 02, 2000 ):
HH VPVH would mean "Household Viewers Per Viewing Household," which makes no sense.

You need viewing households and Target Viewers per Viewing Household. Multiply these two and divide by target universe to get target rating.

 


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Tuesday, May 02, 2000 #3435
Can you supply the adspend in US$ on a global basis by media type. Grossed up for all countries (global spend)and then itemised by the 20 to 30 biggest adspend nations?

 

The Media Guru Answers(Tuesday, May 02, 2000 ):
Ad Age offers this sort of data. For example, see the issue of April 24, 2000.

 


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Monday, May 01, 2000 #3434
I am trying to determine how best to manually calculate reach and frequency for Out of Home Media. Would you be able to help and provide me with reach curves and turnover ratios for OOH media. Thank you.

 

The Media Guru Answers(Tuesday, May 02, 2000 ):
Out-of-home (outdoor poster media) is usually bought in #25, #50 or #100 "showings." These are based on daily effective circulation, or traffic, equal to 25, 50 or 100 GRP per day, respectively.

Within the state of the art, in rough terms, these levels usually mean 4-week reach and frequencies of approximately

  • 80 / 8.8 / 700
  • 87 / 16.1 / 1400 and
  • 92 / 30.4 / 2800.

As should be apparent, there is not much room for fine tuning, nor much reason for considering other GRP levels.

 


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Monday, May 01, 2000 #3433
Do you have a source for locating a rank of hispanic markets by population that also includes some other demographic detail (income, m/f, education)? Thanks.

 

The Media Guru Answers(Monday, May 01, 2000 ):
Suppliers including Claritas, Scarborough and Geoscape all can provide these data.

 


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Monday, May 01, 2000 #3432
Do you have any data on how frequently media providers (buyers, ad agencies, etc.) engage in barter in lieu of cash exchanges? E.g. exchange media space for goods or services instead of cash. We're an online barter site and we're seeing a rise in the number of registered users from media buyer and ad agency markets

 

The Media Guru Answers(Monday, May 01, 2000 ):
The Guru doesn't know of any tracking of such transactions. The Guru would be surprised to find a large volume of such activity

Typically, barter is a short term financial maneuver which can improve the look of the books of the product manufacturer and may have some benefits for media vendors. It is usually not seen as beneficial or advisable by agencies.

 


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Monday, May 01, 2000 #3431
Media Guru, Can you please tell me the contact for advertising on the top of luggage carousel's at airports. TDI does NOT handle carousel advertising. I'm interested in Dallas,Fortworth specifically. Many Thanks for your help!

 

The Media Guru Answers(Monday, May 01, 2000 ):
The Guru suggest you contact the airport's managers.

 


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Saturday, April 29, 2000 #3430
How do I find out what the most popular media in Brazil are?

 

The Media Guru Answers(Saturday, April 29, 2000 ):
Go to the media measurers for Brazil, for example, Nielsen.

 


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Friday, April 28, 2000 #3428
I'm working with fast food client in Puerto Rico(PR). PR is very competitive in this category. I like to know what is the effective frequency and reach in sustainning level and promotional period. I know that exist many theorical procedures to found the reach and frequency goals. But i'm very confuse what is the more accurate to this reality(very competitive environment)Please help me.

 

The Media Guru Answers(Saturday, April 29, 2000 ):
Competitive environment, e.g Share of Voice, is one key variable.

Click here to see the Guru's discussion of the Ostrow model for setting effective frequency goals.

 


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Thursday, April 27, 2000 #3427
HOW DO I FIND TV STATION ADDRESSES?

 

The Media Guru Answers(Thursday, April 27, 2000 ):
The traditional resource is Standard Rate and Data Service (SRDS) TV Source.

Most station today have web sites. Most of their URLs consist of www.(STATION'S CALL LETTERS).com. Or go to Ultimate TV

 


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Thursday, April 27, 2000 #3426
I just heard a speaker mention "micro-site" in regards to internet advertising. Do you have any idea what he may be referring too? Thanks.

 

The Media Guru Answers(Thursday, April 27, 2000 ):
Like many new internet terms, this one seems to mean whatever the speaker was thinking when he said it. "Interstitial" was like this a few years ago.

Generally, micro-site refers to a small area of a web site or a very small site, usually set up for a specific marketing purpose.

For example, if an advertiser came to AMIC wanting to run a banner campaign, but the advertiser didn't have its own web site to be the click-through destination for the banner, we would create a microsite of one page to present the full advertisng message for those who click.

Similarly, a large manufacturer might create a microsite for one particular product in the line during a particular promotion.

 


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Thursday, April 27, 2000 #3425
Are there general guidelines for media planners so that they will know how and when to consider ethnic or cultural groups in the planning process? Are there any planning tools?

 

The Media Guru Answers(Thursday, April 27, 2000 ):
The three major ethnic/cultural groups are currently almost one-third of total population ( see AMIC's Abbott Wool's Market Segment Resource Locator ): African American is 13%, Hispanic is 12% and Asian American is 4%. The rule of thumb is always "consider" ethnic and cultural groups. There are several common or basic product categories in which these groups have a 150 - 300+ index of usage versus the remainder of population. These include fruit juice, baby products, rice, corn meal, and many brands of beer, popular foods or over-the-counter pharmceuticals.

General advertising doesn't reach the linguistically isolated portions of these markets (50% or more of Hispanics and various Asian national groups). Even those reached, among all the ethnic/cultural segments, are less impacted due to lack of appropriate cultural cues in the general advertising or the media environments.

Upon due consideration, the planner may find that for his or her particular advertiser, no special effort is required. But, the planners may also find that there is a 12% segment of their universe consuming 25% of their product, and reachable through efficient media. It is not really unusual for the "first mover" in one of these market segments to gain 10% market share among the segments, which equates to a gain of more than 1% national share, something that couldn't have been achieved for three times the budget in general advertising.

Non-ethnic segmetns such as the mature market may also bear consideration.

Telmar's media software includes a Spanish TV reach and frequency system, called STRETCH, created by Telemundo

Hispanic Broadcasting System (formerly Heftel) has created En Total which does general Hispanic radio calculations and media combinations.

The African American, Spanish, and Asian-American media all offer research analyses.

 


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Wednesday, April 26, 2000 #3424
I'm doing a campaign for a small restaurant chain with a relatively small budget. The goal is to drive traffic for lunch. I'm going to run in the AM and afternoon drives. Is it really necessary to have a 3 frequency if I'm going to be on the top 3 stations on the same programs each day at the same time over a period of 8 weeks? The schedules that I'm getting back show in the low 2's.

 

The Media Guru Answers(Thursday, April 27, 2000 ):
The common reference to a goal of "3 frequency" which you may have heard stems from century-old learning theory which found that 3 repetitions of information were required for it to be "learned" and acted upon. Many media planners use this theory and so specifically consider how many members of their target they are reaching at least 3 times.

You, however, seem to be looking at the average frequency of a schedule, which is different. Any schedule with at least three annoucements will have some portion of its reach exposed to 3 repetions. You need to decide what portion of your audience should be reached three times. YOu need to judge this by looking at the combination of all stations: you may be looking at individual stations reach and frequencies.

Finally, you may consider the full 8 week schedule. A station may be reporting to you only the one week reach and frequency, if you haven't specified, all stations, full cume.

With a schedule of just two dayparts on three stations you are probably getting a fairly low reach at high frequency and this is a completely different sort of consideration than the "3 frequency" issue.

Many planners today are abandoning the effective reach (3+) approach in favor of "recency," the concept that the exposure closest to a purchase decision is the most effective one. You plan might agree more with this approach if it has enough weekly reach.

 


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Wednesday, April 26, 2000 #3423
small market advertising: most effective print or broadcast? Product Casino-Resort.

 

The Media Guru Answers(Wednesday, April 26, 2000 ):
This varies by market: what media are available and how well they cover the market. There cannot be a single rule.

 


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Wednesday, April 26, 2000 #3422
What is an affinity score Thanks

 

The Media Guru Answers(Monday, May 01, 2000 ):
This appears to be a British term comparable to the U.S.' "index of usage." The Guru understands Affinity Score to be a comparison of a specific demographic cell's usage of a product ot service to the average of all persons usage. For example if 25% of men 18-34 drink Coca-Cola and 20% of everyone drinks Coke, the men 18-34 index or "score" is 25 ÷ 20 or 125.

 


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Tuesday, April 25, 2000 #3421
I'm thinking of running :60 second radio spots vs. :30's. I have schedules and costs, but want to know if there is an industry standard that shows how much more :60's cost over :30's (if it's twice as much or 40% etc.) Thanks

 

The Media Guru Answers(Tuesday, April 25, 2000 ):
The standard, once-upon-a-time, was that radio :30's cost 80 to 85% of 60's. Today, more often, radio stations sell "units" and have one price for :60 or :30. Under either standard, 60 is a better buy. But under the older system the added frequency with :30's was a real consideration.

 


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Tuesday, April 25, 2000 #3420
We are putting together a sponsorship package that incorporates TV spots, our company newsletter, our website and our fleet vehicles -- is it possible to estimate a combined reach/frequency for all four mediums combined?

 

The Media Guru Answers(Tuesday, April 25, 2000 ):
The TV is easy, using standard methods, of which you are probably aware.

The other estimates must start from simple counts of the newsletter circulation, web traffic and - the toughie - persons exposed to your fleet. Most simply, after getting a standard TV reach, convert the other media impressions to ratings and combine by "random probability."

 


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Tuesday, April 25, 2000 #3418
My agency has just picked up an account that does only classified advertising. It is a huge account and includes over 500 newspapers. I am trying to research and find if there is an internet resourse that will allow me to gather information, (classifed rates, closing dates, mechanical requirements, etc) It would be wonderful if I could do the insertion orders, too! Is there a site that exists? Thanks

 

The Media Guru Answers(Tuesday, April 25, 2000 ):
MediaPassage might be just what you need.

 


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Monday, April 24, 2000 #3417
Dear Guru: When buying radio, do buyers get better rates just by selecting all Adults 18-54 vs. selecting a more specific demo? Does specifying the demo drive rates up? Thanks.

 

The Media Guru Answers(Tuesday, April 25, 2000 ):
Stations typically set their basic prices by the cpm acheived against a broad demographic which buyers often want, such as Adult 18-54.

A station with great competitive strength in a specific and hard-to-reach demographic might raise its pricing if a buyer asked for a proposal on that demographic. Conversely, a buyer might get better prices by asking for a proposal on a demographic where the station is less competitive.

 


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Monday, April 24, 2000 #3416
Dear Guru - Are there daily and weekly/community newspaper associations in the US? Thanks

 

The Media Guru Answers(Monday, April 24, 2000 ):

 


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Monday, April 24, 2000 #3415
I am looking for any and all information on advertising via satellite television. I found some basic history of the media on skyreport.com, but that site doesn't provide enough info. Can you recommend sources either web sites or hard copy?

 

The Media Guru Answers(Monday, April 24, 2000 ):
Assuming you are thinking about the U.S., you may be looking for something that doesn't exist.

Keep in mind that signal carriers, whether cable or satellite, may not insert ads in time slots already sold as national, nor into local broadcast programming, nor on advertising-free networks like HBO. When you see national ads on cable networks, these are sold by the networks as national and run as the network is carried, whether the viewer receives the program through cable or a satellite receiver. Local, cable-originated advertising runs in time slots reserved for local use. These "local" slots, about 2 minutes per hour, could theoretically be sold nationally by the satellite carriers.

But

  • Satellite can't sell "locally," because the ground stations are individual homes
  • With only 13 million U.S. satellite subscribers, divided among systems with between 1 and 7 million homes each, and viewing divided among 100+ channels, the audiences available to sell are vanishingly small as "national" buys.
  • Most of the slots available will be used for system promotions: selling national, paid advertising is likely to violate carriage agreements with networks, who sell category exclusivity in programs or at least pods
  • You won't even find an "advertising" link on the web sites of Dish TV or DirectTV, which, between them, account for about 80% of U.S. satellite homes.

 


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Monday, April 24, 2000 #3414
I have searched in Cahners Information Reference to no avail for information regarding "sideways" ads, vertical versus horizontal pages in magazines. Do you have any information or know where I might find something? Thanks for your input.

 

The Media Guru Answers(Monday, April 24, 2000 ):
The Guru would begin with Starch for this question.

 


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Monday, April 24, 2000 #3413
Which medium (TV, radio, print, direct mail)does the Internet have the highest duplication with in terms of usage?

 

The Media Guru Answers(Monday, April 24, 2000 ):
This question isn't really answerable as stated. TV, Radio, Print and (in theory) direct mail reach everyone, including all internet users. So, with this broad question, all media are tied at 100% duplication.

Specific schedules of traditional media , specific DM lists and specific web sites will have different duplication rates, and different frequency distributions. Or, you could determine something like "webusers are less likely to be heavy viewers of TV than heavy readers of magazines."

 


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Monday, April 24, 2000 #3412
We are looking for research on how CEOs/4Cs use the internet. Basically avg. amount of time, primary uses, and the like. The only research we find is about that they are on the web, which is obvious.

 

The Media Guru Answers(Monday, April 24, 2000 ):
MRI reports on internet use and job titles.

 


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Friday, April 21, 2000 #3411
What is the industry standard for the expected negotiated value added merchandising as a % of a media buyer's total buy?

 

The Media Guru Answers(Friday, April 21, 2000 ):
When stated, it is usually 0.5%. However, a good negotiator can get far more if careful to request what the media vendor is more willing to provide. For instance, a radio station might buy you 0.5% worth of giveaways, but be willing to produce a remote event worth 10% of the buy.

 


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Wednesday, April 19, 2000 #3410
What is your opinion on using out-of-home (30-sheets or bulletins) as a stand-alone medium for a brand-building campaign? On a related note, are there any "rules" for adjusting different types of media for their "impact" versus other media (e.g., impact of an all-newspaper campaign versus an all television campaign given the same TRP levels and the same "likelihood of use" by the target market)?

 

The Media Guru Answers(Friday, April 21, 2000 ):
The Guru has seen impact adjusments across media based on recall, on attentiveness and on an advertiser's proprietary research, but no general rules-of-thumb.

Unfortunately, such adjustments are too often based on one unit of the advertising, such as a TV spot versus a radio spot, and don't take into account the crucial difference in number of spots or GRPs per dollar.

As for brand-building in outdoor, there are two principal considerations in the Guru's view:

  • Definition of "brand building:" The term, one of those nebulous buzz-words which seems to mean whatever the speaker wishes, implies, to the Guru, the creation of a brand image and positioning from a low-awarness start.
  • Limited message: How much can a brand be "built" by the few words and large graphic allowable in out-of-home media?
  • Yet, the Guru is very favorably inclined to taking advantage of the enormous reach and frequency possible via out-of-home

In short, the Guru's gut feeling is that outdoor can contribute greatly to brand building, but that the process needs at least one longer-form medium.

 


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Wednesday, April 19, 2000 #3409
How do I go about finding web sites to advertise on that cater to my core demographic? I am looking for core web sites that does well with W25-49 and Grandparents.

 

The Media Guru Answers(Friday, April 21, 2000 ):
Various measurers report web sites' audiences by age and gender, these include MediaMetrix, Nielsen//Netratings and MRI.

The Guru has not encountered any reports of the demographic "grandparents."

There may be sites which cater to that demo by virtue of content.

 


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Wednesday, April 19, 2000 #3408
I have a client who wants to advertise in two very local newspapers...Thrifty Nickel and The Employment Guide. I have found some info on Thrify, but not on the other. Do you have any suggestions on where to locate? Thanks.

 

The Media Guru Answers(Wednesday, April 19, 2000 ):
The Guru assumes that you know the location? Standard Rate and Data Service (SRDS) has a Community Newspaper Source, whic might be helpful.

Then, too, with a location, you might be able to locate the publications though printed or online Yellow Pages and request information that way.

 


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Wednesday, April 19, 2000 #3407
Dear Media Guru, could you tell me what you know about beta-coefficient for different media measuring the percentage of the target audience who remembered the brand or at least one of visual or text elements of message after the first contact. Do you have any statistics on beta-coefficients for different media? Great thanks, Ekaterina

 

The Media Guru Answers(Friday, April 21, 2000 ):
"Beta-coefficient" is not a standard term in defining recall. It sounds like a measure of correlation of two metrics, perhaps GRP and recall, which were cited in some unknown person's study.

For a collection of such studies, try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Tuesday, April 18, 2000 #3406
I work for a regional retail eyewear chain. We'v been asked repeatedly to determine ROI for every ad dollar invested so I've bookmarked a number of your repsonses. The latest challenge is to prove the decline of yellow page advertising's effectiveness as part of our media mix. Can you help with sources of information to help me in my pursuit of a response.

 

The Media Guru Answers(Friday, April 21, 2000 ):
You can really only prove this by tracking the advertiser's own results.

Otherwise, consult The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Monday, April 17, 2000 #3404
Understanding that this is a COMPLETELY subjective question with many contributing variables, running the gamut from network to daypart to quarter I am trying to determine an average "National Network TV" CPM to apply for a planning budget exercise. Do you have a range you recommend using? Thanks in advance!

 

The Media Guru Answers(Monday, April 17, 2000 ):
With all the unspecified variables making any answer almost meaningless, try about $8.00-$9.00 HH cpm

 


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Monday, April 17, 2000 #3402
Dear Media Guru: Where can I find the Media Spending/Rating Levels by Daypart(TV) and Magzines(Print) for the BP Amoco Account over the past two years. (This is for United States only.) Is there any site that would show their recent commercials as well? I am researching a media position for this account and would like to understand their overall Marketing and Media Strategy to see if it would be a productive match.

 

The Media Guru Answers(Monday, April 17, 2000 ):
The data you want is available through CMR (Competitive Media Reports) and Nielsen.

Some may be online. All will have a cost of access.

 


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Monday, April 17, 2000 #3401
Dear Guru, I need to develop a cost estimate and approx. reach/freq. for a US television buy in the top 40 markets. Here's what I have and what I still need to know: I have the markets and approx. CPP per daypart from SQAD. I need to know how to calculate a rough estimate of reach & freq for 1 week to 1 year based on 200 points per week in each market. Can a network (CBS etc)place the entire buy, or do I have to do this per market. I'm one person and can't spend too much time executing this (if it happens). Any advice would be great. Thanks

 

The Media Guru Answers(Monday, April 17, 2000 ):
No, networks don't place spot buys. You can use spot reps or media buying services. Find these in Standard Rate and Data Service (SRDS) or The Standard Directories of Advertising Agencies and Advertisers ('The Redbook')

Either one can help you with reach and frequency, or eTelmar.com offers an inexpensive, online reach calculator.

If you are buying 200 points per week for a year in the top 40 markets, you are spending in the 10's of millions, at least. This is ample to hire a buying service or at least some experienced free-lance help. Either one would save you far, far more in media costs than the expense of their fees.

 


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Sunday, April 16, 2000 #3399
dear guru, iam developing a marketing plan for a india based travel portal.this portal is designed to serve the needs of indian tourists as well as foriegners visiting india.how do i identify and best reach my target audience namely,people around the world who travel or have strong intentions to travel and are on the net? thanking you in advance,maverickrr

 

The Media Guru Answers(Sunday, April 16, 2000 ):
Travel-oriented sites and cultural sites featuring India are the obvious choices. In various countries, local, syndicated, product usage studies, such as MRI or TGI might allow you to cross-tabulate travel and online behavior.

 


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Friday, April 14, 2000 #3398
1.Is there a resource that lists magazine publishing reps around North America? 2.Is there a resource that describes average fees and commissions? 3.Is there a resource for finding out average wage and commission structure for in-house ad sales reps. Thanks.

 

The Media Guru Answers(Friday, April 14, 2000 ):
Standard Rate and Data Service (SRDS) Consumer Magazine Source lists reps.

The other data can probably be found through various trade publications, such as Editor & Publisher

 


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Thursday, April 13, 2000 #3397
Hi Guru. I've just become an official "Media Planner"...do you know of any websites for beginners? I find I still hear catch-phrases that I don't understand. Any help out there?

 

The Media Guru Answers(Thursday, April 13, 2000 ):
AMIC is the place for you. Look up unfamiliar phrases by using the Guru Archives Search Engine.

 


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Wednesday, April 12, 2000 #3396
What is the Saisbury method?

 

The Media Guru Answers(Sunday, April 16, 2000 ):
Sainsbury was a media researcher in England. The "Sainsbury method" you refer to was probably his adjustment to TV reach to acount for understatement of duplication between TV dayparts in the basic statistical procedure used 30 years ago.

 


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Wednesday, April 12, 2000 #3394
For a class project i'm trying to find information regarding rates and audience size for the 10 most popular childrens shows. Ages 2-11. Where would i be able to find this info. and if possible for free??? Thanks, Jaclyn Carlson

 

The Media Guru Answers(Sunday, April 16, 2000 ):
The Guru has not found program-specific rates for TV programs published anywhere, free or otherwise. Nielsen has cpm reports, though.

 


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Wednesday, April 12, 2000 #3393
What is the radio industry standard for a denominator such as CPM in print media. The C/RP is fine for comparisons in the same DMA, but what about cross-DMA comparisons?

 

The Media Guru Answers(Wednesday, April 12, 2000 ):
CPM works in radio, too, and it's the right metric to use across markets. Arbitron reports thousands as well as rating, so it's always available. To get a rough estimate of CPM, divide CPP by 1% of the target universe expressed in thousands; Cost Per Point is the cost of reaching one percent (one rating points' worth) of the universe.

 


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Wednesday, April 12, 2000 #3392
Guru, I've never used a planning program as most of my planning has been national print and outdoor, local broadcast, and things I've felt I can handle on my own.I've seen so many planning programs and websites for planning it's hard to tell the good from the bad. Have you ever evaluated planning programs and, if you have, can you recommened one or two? Thanks

 

The Media Guru Answers(Wednesday, April 12, 2000 ):
To the Guru, the term "planning program" means programs like Telmar's AdPlus or Telmar's full set of individual media analysis programs or the eTelmar online suite of media programs.

Such programs calculate reach, frequency, effective reach, frequency distribution, and quintiles for individual media plus combinations of media as well as cross-tabulations and rankers from media audience databases. Flow charting is also a typical option.

These programs don't actually create media plans, that is determine how much budget to invest in each medium, ad units to use, and scheduling. There are such programs on the drawing board, but require that the planner quantify and factor those concepts which would be subjective judgements.

 


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Wednesday, April 12, 2000 #3391
Guru, I have been assigned the task of presenting the evolution of online media planning over the years. India has very recently seen some activity in this sphere, but in general the industry stalwarts are a little lost in all this confusion about the web and new media etc. Can you please guide me on the following: 1. How was online media originally planned 2. What kind of models have evolved over the years and which ones do you think have the maximum chance of succeeding 3. Have the traditional full service or media specialist agencies lost out in the race of online media planning. If so why? 4. What is the future for online media planning 5. Do you have a module on your website focussing only on online media planning and buying, parameters of evaluation and similar resources

 

The Media Guru Answers(Sunday, April 16, 2000 ):
  1. Originally, online media was planned in much the same way as any new medium, like cable TV in the early 1980's. With no audience measurement, planners looked for environment, and justified the medium in general based on who used it overall. Online was, at first, an obvious, high impact choice for computer and software makers. Nest as entertainment and information suppliers jumped on the web, website promotion came to the fore.
  2. The Guru doesn't find that there are a lot of planning "models" in use. As with other media, there are communications goals based plans, direct response plans, and revenue sharing driven plans. Each can succeed, the concepts serve different purposes.
  3. Traditional services haven't been the leading edge, but are catching up by acquisition and adding the services necessary. As the world of online becomes more research and resource driven, "deep pockets" will be important.
  4. As online becomes more established as just another ordinary medium, it will simply be just another choice in media plans, and online planning specialists will probably fade away, just as online agencies spread into traditional media, to fullt serve the advertisng needs of their web-based clients.
  5. AMIC doesn't have any purely online media palnning area. Most of the discussion on our email forum "MediaPlanning" is about online, however.

 


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Tuesday, April 11, 2000 #3390
Where can I find free information on U.S. Hispanic Media usage?

 

The Media Guru Answers(Wednesday, April 12, 2000 ):
One source is here on AMIC, where several of the weekly Media and Research page articles from the "industry bible," Hispanic Market Weekly, are posted. These are written by AMIC's own Abbott Wool

Also, click here to see past Guru responses about the US Hispanic market.

Finally, there are recent Hispanic TV Network ratings from Nielsen's NHTI and total market Arbitron radio ratings from major Hispanic markets, at HispanicAd.com

 


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Tuesday, April 11, 2000 #3388
Is there a source where I can get information on International Business (trade) publications? I know that SRDS has several International SRDS, but I'm looking for something that would be at no charge.

 

The Media Guru Answers(Wednesday, April 12, 2000 ):
The Oxbridge Media Finder answers this need.

 


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Tuesday, April 11, 2000 #3387
Is there an internet site where you can determine a given cities DMA? Thanks.

 

The Media Guru Answers(Tuesday, April 11, 2000 ):
DMAs are defined by Nielsen. They offer a city listing book.

 


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Tuesday, April 11, 2000 #3386
any sites on history of FM radio ?

 

The Media Guru Answers(Tuesday, April 11, 2000 ):

 


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Monday, April 10, 2000 #3385
Thank you for your quick response... For Banner Advertising.... If you have a commited captured viewer that chooses to stay at your site for a lengthy period say 5 minutes... How many refresh times per minute would be acceptable for different advertisers... that page...what woul

 

The Media Guru Answers(Monday, April 10, 2000 ):
The real issue is whether the ad stays on-screen for the visitor. With various screen sizes and resolutions it is doubltful that the situation would be such, unless the ad is in an uncloseable, "floating window," which generally annoys the visitor.

 


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Monday, April 10, 2000 #3384
where can I find a list of Media Buyers to offer Internet Advertising opportunities..

 

The Media Guru Answers(Monday, April 10, 2000 ):

 


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Monday, April 10, 2000 #3383
For an "Impression Advertisement" what is the time that the ad must be available for viewing. Can you place 6 banner ads for 10 seconds each and have each 10 seconds be credited with an impression ? Thank you

 

The Media Guru Answers(Monday, April 10, 2000 ):
In broadcast, where presentation is linear, time of exposure doesn't change how we count GRPs and impressions. However, limiting display time of a banner means that there is less chance of exposure, as the user may have scrolled away from the active portion of the page. As a media buyer, the Guru would not give full credit to this method of display.

 


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Monday, April 10, 2000 #3381
tell me more about recency planning

 

The Media Guru Answers(Monday, April 10, 2000 ):

 


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Sunday, April 09, 2000 #3379
What is the difference between Eyeballs, Pageviews and Impressions?

 

The Media Guru Answers(Monday, April 10, 2000 ):
"Eyeballs" is a colloquial term and has no standard meaning. Someone might use it to mean audience impressions or web visitors, etc.

Pageview is defined as a page request succesfully delivered to a user. A "page" is a set of files, generally text files and graphics files, which make up an html page.

Impression can be equivalent to pageview, if it's page impressions. Ad impressions are comparable but refer to delviery of ad banners, which are most often gif or jpg files.

 


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Friday, April 07, 2000 #3378
Dear Media Guru - I need to get a list of all AM & FM radio stations in Dallas with a description, rating etc. How can I get this without setting off the rep process. I'm new to this country. Used to plan in Canada. Thanks

 

The Media Guru Answers(Sunday, April 09, 2000 ):
One great resource is Radio & Ratings

 


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Friday, April 07, 2000 #3377
Dear Guru, all my questions are rearging to 30 second TV commercial price. 1). does any other Web site provide free data of TV commercial price in US? i noticed AMIC has some. 2). where i can get TV commercial price data for the countries in Europe, Asia and South America? 3). where i can get TV commercial price data for national broadcasting networks such as ABC, NBC, CBS, ESPN, etc I appreciate for your help, Tony

 

The Media Guru Answers(Sunday, April 09, 2000 ):
The Guru is not aware of any other free sources of these data, other than direct contact with the vendors.

 


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Friday, April 07, 2000 #3376
I work at the research department of a newspaper. Can you tell me where I can find more information/cases about how to determine advertising rates for display ads, different from the traditional mm/column price.

 

The Media Guru Answers(Sunday, April 09, 2000 ):
You seem to have made this a production question, rather than a media question. In media terms though, if an ad price is set as cost per column-inch, then this price can be re-expressed as cost per thousand circulation or cost per thousand audience for the given ad size.

 


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Friday, April 07, 2000 #3375
How to calculate Affinity Index when both percents are equal, that is: target = 0,01 and universe = 0,01? I learned to calculate target divided to universe x 100, but in some cases, the result is very high and something seems to be wrong on my calculation.

 

The Media Guru Answers(Sunday, April 09, 2000 ):
The Guru is unclear about your question. "Universe" is, by definition, 100% of something.

 


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Friday, April 07, 2000 #3374
Hi Guru! Have a search engine question for you. Do you know of any Web resource sites that provide search engine keyword ranking stats -- the top quarried keywords that Internet users most often enter into search engine dialog boxes. Thanks again, Guru! Jim P.

 

The Media Guru Answers(Sunday, April 09, 2000 ):
Go to AskJeeves and ask: "What are the most common keywords searched?"

One of the links offered will be "Which are right search engine keywords?" and this will take you to an area giving keyword statistics.

 


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Friday, April 07, 2000 #3373
Can you give me any data on the efficiency of using preprinted advertising inserts in newspapers. Are they more effective than display advertising? Is the response rate better? Are they a cost-effective medium? Are there any data on this medium that you know of?

 

The Media Guru Answers(Sunday, April 09, 2000 ):
The media term "efficiency" is reserved for the analysis of a price / audience ratio, so please only use it for that issue.

Pre-printed inserts are typically in color, while ROP display advertising is most often black and white, yet inserts are easy to discard and ignore, compared to ads in the ordinary flow of the ROP pages.

Research sources include The Newspaper Advertising Association, Newsweek Media Research Index and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, April 06, 2000 #3372
Is there any research that shows the effectiveness of display ads in Yellow Pages? How do you know what size ad is the most effective?

 

The Media Guru Answers(Thursday, April 06, 2000 ):
Almost invariably, all else being equal, a larger ad is more effective than a smaller ad.

Research will be available through The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, April 06, 2000 #3371
Is there a website where freelance media planners can offer their services? Thanks for any help.

 

The Media Guru Answers(Thursday, April 06, 2000 ):

 


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Thursday, April 06, 2000 #3370
dear guru, iam developing a marketing plan for a portal in india and of indian origin.in that context i need to know what are the number of advertising exposures required on the net(say on sites hotmail and yahoo) to induce a person to visit the portal.by knowing that iam trying to calculate the effective exposure index.thanks in advance.awaiting ur reply.

 

The Media Guru Answers(Thursday, April 06, 2000 ):
Put this way, you make it a very complex question. Some individuals will never visit, some will respond to the third exposure they see. And of course, it depends on the creative.

As a general rule, though, current average banner click rate is about 0.5%. On that basis, 200 impressions produce one visit.

 


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Tuesday, April 04, 2000 #3367
Can you give me any data on the efficiency of using preprinted advertising inserts in newspapers

 

The Media Guru Answers(Thursday, April 06, 2000 ):
You need to check ratecards. There is usually a statement of cpm for carrying an insert.

Broadstrokes information may be foound at The Newspaper Advertising Association.

 


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Monday, April 03, 2000 #3366
The Internet Advertising Bureau has established nine standard banner advertising sizes to aid potential advertisers in designing and buying advertising on the net. Do you know of a specific web address to which I can go to view examples of each? Thanks.

 

The Media Guru Answers(Monday, April 03, 2000 ):
Right here in the Guru's web glossary .

 


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Monday, April 03, 2000 #3365
how can i evaluate sponsorship of tv and radio programmes and what's the best way to present it to the client. thanks

 

The Media Guru Answers(Sunday, April 09, 2000 ):
The basis way to evaluate any media opportunity is to compare it to your goals and strategies. This may be about reach or impact or targeting a specific audience.

Click here to see past Guru responses about evaluating sponsorships.

 


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Monday, April 03, 2000 #3364
How can I find out aboutjob opportunities in the UK advertising industry?

 

The Media Guru Answers(Sunday, April 09, 2000 ):
Read the British ad trades, like Campaign or London daily press' classified, such as The Times

 


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Friday, March 31, 2000 #3362
Can we accurately measure branding online in the current marketplace?

 

The Media Guru Answers(Friday, March 31, 2000 ):
Branding is a long-term concept, and perhaps on-line media are too young or too quickly changing for valid measurement today.

The Guru dosen't believe on-line is the best branding medium, because it doesn't deliver it's full message to a significant percent of the already small reach potential on on-line. On-line can enhance branding for well established brands, with a logical connection to possibel on-line environments, like Microsoft, or IBM. Click here to see past Guru responses about branding on-line.

 


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Friday, March 31, 2000 #3361
How does ad placement online affect the following objectives: acquistion, branding, loyalty/retention and usage? Are there specific cases where positioning on a website has affected each significantly?

 

The Media Guru Answers(Friday, March 31, 2000 ):
Possibly The Internet Advertising Bureau or C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) can offer studies on thes topics. Surely the answer will differ by category.

 


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Thursday, March 30, 2000 #3360
Please explain the use of BDI/ CDI and MOI in relation to the media strategy, whether media activity should be aggresive, maintenance etc.

 

The Media Guru Answers(Friday, March 31, 2000 ):
Indices like these, (though "MOI" is not familiar, possibly Market Opportunity Index?) are used to compare geographic markets media weight/spending levels. Typically, one, geographically flexible, element of the media plan, such as spot TV is adjusted up or down in DMAs or regions, to give each area the appropriate activity based on relative sales, or sales potential index. It's not exactly a question of "aggressive" versus "maintenance."

Click here to see past Guru comment on BDI and CDI

 


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Thursday, March 30, 2000 #3359
Can you provide links (or phone numbers) for MRI, Donovan and SmartPlus. Thank you

 

The Media Guru Answers(Thursday, March 30, 2000 ):
Here are websites for MRI and Donovan, plus email for info@Smartplus.com Donovan

 


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Thursday, March 30, 2000 #3358
I'm looking for online/internet HH's/penetration by DMA or other published market definition. I know Media Audit and Scarborough have this, but is there anywhere that I could get this small piece free?

 

The Media Guru Answers(Thursday, March 30, 2000 ):
Scarborough has made their Internet Penetration Data available on line.

 


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Thursday, March 30, 2000 #3355
dear guru is there any researches about ads that include phone numbers? thank you

 

The Media Guru Answers(Friday, March 31, 2000 ):
An in-bound telemarketing vendor might have such research on hand. Otherwise, the most likely sources are Direct Marketing Association (DMA), Newsweek Media Research Index and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, March 29, 2000 #3354
Hello Guru, I'm trying to get some numbers about advertising on web-sites, especially on web-sites about entertainment. What I want to know is: how much ad space are they selling ? are they sold out or not? is there something like a "buy rate" (or sell through rate) for advertising, like percentage of ads sold? Thank you for the help.

 

The Media Guru Answers(Friday, March 31, 2000 ):
The Guru has does not recall having seen the specific information you are requesting. There might be articles on the topic at The Industry Standard or NUA Internet Surveys.

 


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Wednesday, March 29, 2000 #3352
Can you recommend some companies that link companies with e-mail lists (permission marketing memberships, NO SPAM) with potential promotional partners?

 

The Media Guru Answers(Wednesday, March 29, 2000 ):
Chooseyourmail.com, a notable SPAM opponent and opt-in list operator, may offer what you need.

 


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Tuesday, March 28, 2000 #3351
Working at an Ad Sales co. for Radio, we are targeting the Hispaic Market. What sites would be best to give me information on Hispanic Advertising Agencies throughout the United States? Thanks.

 

The Media Guru Answers(Tuesday, March 28, 2000 ):

 


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Tuesday, March 28, 2000 #3350
I am asking a follow-up to the performing arts corporate sponsor question and the value of their logo on our website. Thank you by the way for your prompt response - it has been very helpful. Could you also give me an idea as to the value of a link to the corporate sponsor's webpage?

 

The Media Guru Answers(Tuesday, March 28, 2000 ):
If by this you mean you will make the sponsor's logo on your website "clickable" to link to the sponsoe site, that is the same pricing as mentioned previously for impressions; the typical web ad impression is mad by a clickable banner which links to the advertiser's site.

Some deals are made on a cost- per-click basis. On this basis, clicks are selling for a ridiculously low 25 cents. It is not a good deal for a site. When a site sells impression for a $40 cost per thousand, it needs to get $8 per click as an equivalent.

 


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Tuesday, March 28, 2000 #3349
Dear Media Guru: I am the publisher of a very niche oriented magazine called International Longboarder. We are a year old and the magazine is found in surf, skate and snowboard shops throughout the world. We appeal to men 18-34. Here is my question: what would be three inexpensive ways to let media buyers know about us - specifically those buyers who are looking to reach this demographic? thank you michael brooke mbrooke@interlog.com

 

The Media Guru Answers(Tuesday, March 28, 2000 ):
"Inexpensive" is a matter of opinion. The least expensive (free) is a listing in Standard Rate and Data Service (SRDS). Next might be an ad in SRDS. Next, an ad on a media planner's website, like AMIC .

 


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Tuesday, March 28, 2000 #3348
Dear Guru, What is the typical direct mail response on a general consumer mailing? How does this response increase when followed up with telemarketing? If a customer calls in to order from the mailing, what would the average cross-sell conversion rate be? Thanks!

 

The Media Guru Answers(Tuesday, March 28, 2000 ):
Your best source for these data would be Direct Marketing Association (DMA).

 


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Tuesday, March 28, 2000 #3347
How can I find out about co-op progrmas through Amercian Express and fine dining establishments? I am currently working with a client who has a website to purchase wine (both retail and wholesale) and we'd like to introduce the wine website through fine dining establishments via a co -op opportunity with Amex. Short of calling AMEX I though I'd ask the Media Guru for other suggestions. Thank you! -Thinking outside the box in CT

 

The Media Guru Answers(Tuesday, March 28, 2000 ):
Going directly to American Express seems to the Guru to be the most efficient idea.

 


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Tuesday, March 28, 2000 #3346
I am a fundraiser for a non-profit performing arts center. We are working with a potential corporate donor who is interested in naming our auditorium. They want to know the marketing impact their name would get from all of our advertising. We have been placing dollar values on all of our advertising but we are having hard time estimating the value of their logo on our website - not to mention links to our performing arts tenants which would include the corporation's name with regard to location of events. I have heard website values are based upon the number of visits. We are working on getting that info - I do not think we get that much activity right now but we have great potential. Could you give me a general rule - dollars/per visits? Any input would be greatly appreciated. Thank you!

 

The Media Guru Answers(Tuesday, March 28, 2000 ):
Website impressions (ad views) sell for anywhere between $2 and $200 per thousand, depending upon the rarity and desirability of the audience. A performing arts center surely has as special audience, which might sell for $35 to $50 per thousand impresions. The corporate sponsor of an arts center logically would find value in that sort of audience. The number of visits might be anywhere from 10 to 25% as many as impressions, depending on how many pages a visitor views per visit. Using visits as a value standard would depend on whether the corporate logo is on every page or some portion.

 


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Tuesday, March 28, 2000 #3345
What is "Spot TV" Advertising?

 

The Media Guru Answers(Tuesday, March 28, 2000 ):
Spot TV means TV advertising placed in individual local market areas (DMAs) rather than nationally, though a network or nearly nationally, through a syndicator.

 


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Monday, March 27, 2000 #3342
Hello, Has there been any studies done on Theater Advertising in relation to how consumer feel about it?

 

The Media Guru Answers(Monday, March 27, 2000 ):
Yes. They should be available from the vendors, like National Cinema Network or CinemaAds or from The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Monday, March 27, 2000 #3341
Hello I am currently enrolled in the 3-year advertising program at Mohawk College in Hamilton, Ontario, Canada. In response to a class project and of great interest to me, I am in search of answers to the following questions regarding obtaining a career in the Internet advertising field. 1. What programs are used in the creation of Internet advertisements? 2. What are the job titles and descriptions of jobs within Internet advertising? 3. What are the specific qualities looked for when hiring a person for Internet advertising? 4. How does Internet advertising differ from other forms of advertising? 5. What should a student keep in mind and focus on while attending school in order to further their changes in Internet advertising related career? 6. Is there an organization solely devoted to Internet advertising? 7. What forms of Internet advertising are offered? (Ex. WebPage design yes, banners, etc) 8. When should a company inquire about Internet advertising as a form of advertising? 9. How long has Internet advertising been around and how has it grown throughout the years?

 

The Media Guru Answers(Monday, March 27, 2000 ):
Since this is the Media Guru, we will address those of your several questions which relate to media issues.

  1. Not a media question
  2. Other than "webmaster" all internet advertising media titles are approximately the same as in other media: General manager/publisher, sales manager, sales account executive on the website side; Media Director, Media planner, media buyer on the buying side. Some companies may have invented special titles either to reflect their individuality or special business structure, such as "Channel manager" when selling multiple sites that can be grouped topically
  3. There should be no specific qualities sought in hiring media people for internet purposes rather than any other media, other than possibly better computer skills and internet familiarity. It was not unusual, in the early days of internet advertising, for employment ads to be signed only with a website or email contact information, so that those who didn't understand such information wouldn't apply.
  4. The chief differences of internet advertising versus other media include:
    Interactivity: Any consumer action in response to an ad generates a reaction by the internet
    Combines the full animation potential of TV with the detail capability of static print
    Consumer action in response to an ad 'place-marker', i.e. the banner, is required before the full ad, i.e. the click-thru target, is exposed
    Unlike other media where the medium's full audience is attributed to each ad, the internet allows us to count actual ad exposures
  5. A student should take any internet courses offered in addition to the full standard advertising curriculum, if working in internet media is the only goal.
  6. There are several organizations devoted solely to internet advertising: The Internet Advertising Bureau, which is the Web site owners trade group, C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) which is primarily, if not exclusively internet focused, is the advertiser/agency internet trade group. Of course there are numerous internet sales representative organizations and ad agencies/media services.
  7. Internet advertising forms include websites, banners (meaning any less-than-full-page ads displayed on websites) interstitials, and e-mail advertising. Within e-mail advertising are three principal types: ads as sponsorships, inserted into subscription email newsletters and discussion group posts, Opt-in email, where the recipient has actually agreed to receive by email commercial information from the sender, and SPAM, or Unsolicited Commercial Email, which is commercial messages posted to newsgroups or sent by direct email. This last is completely disreputable and banned by most consumer ISPs.
  8. An advertiser should consider internet advertising alongside all other media when selecting media for any plan. Internet media should be used when it offers an advantage in efficiency (quite rare), an opportunity to reach an otherwise difficult-to-reach prospect, or the opportunity to deliver a message of a kind or in an environment which enhances message impact.
  9. Internet advertising of one sort or another has probably existed since the early days of the internet. As a real medium, internat advertising is traced to the beginnings of the commercialization of the World Wide Web at the end of 1994. The year 2000 will generate over US$5 billion online ad revenue

 


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Sunday, March 26, 2000 #3340
Dear Guru, I have one client that is launching a new brand name of juice, We will be using TV,outdoor, & press, he suggested to have a teaser campaign on Radio like one week before the launche . I'm not really supporting his idea since I believe the teaser should be visual not only audio ?? Thanks to advise

 

The Media Guru Answers(Sunday, March 26, 2000 ):
This is a creative issue in the Guru's opinion. Since there will be TV, there should be ample visual and audio material from which to take a teaser.

It is also the Guru's opinion that juice, as a category, is not likely to inspire sufficient consumer interest or curiosity for a teaser campaign to be particularly effective.

Perhaps in your country, juice is considered more exciting than in the Guru's - primarily U.S. - experience.

 


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Sunday, March 26, 2000 #3339
I would like to know which company create the following media software? If I can only pick one of the following for use, which will you recommend? 1. TV Works 2. Nielsen Galaxy Navigator 3. Audience Analyst ...Louisa

 

The Media Guru Answers(Monday, March 27, 2000 ):
Obviously, the Nielsen Galaxy Navigator comes from Nielsen. So does Audience Analyst.

The Navigator allows analysis of spot overnight (NSI or NHSI) Houshold audience data. The Analyst offers online access to the monthly audience demographic reports of these two services.

Navigator is important to buyers who need to know quickly and broadly how their schedule is delivering. The Analsyt is more useful as a planning tool and when demographic targets are most important.

"TV Works" is not familiar to the Guru. It is a very generic sounding name and may be a subset of some company's more familiar, larger media software suite.

 


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Friday, March 24, 2000 #3338
dear guru, could you tell me what aperture theory is? cant seem to have heard this before. Thanks

 

The Media Guru Answers(Monday, March 27, 2000 ):
Some see aperture theory as a companion to recency, some as a contradiction.

Most simply, aperture theory holds that there is a point in a brands purchase cycle when the consumer is most susceptible to advertisng persuasion regading the next purchase, and that is when to concentrate message delivery. The connection to recency, is that recency theorists hold that, to the extent that advertising affects purchase, the exposure closest to the purchase decision is most influencial in the purchase decison. When purchases are occuring constantly, the best plan distributes exposures continuously, which achieves the most consumers reached relative to purchase occasions, as compared to palns with hiatuses or occasional big peaks in weight.

 


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Friday, March 24, 2000 #3337
I am trying to evaluate media value of our website. We get about 4000 hits daily and anticipate greater number of hits as we advertise and develop the site further. What would be the estimated media $ value for banner advertising? Thanks,

 

The Media Guru Answers(Friday, March 24, 2000 ):
Let's assume when you say "hits" you mean page loads or page impressions, since "hits" literally means server log entries. A single web page can include 10, 20, 30 or more files of text, pictures, decorative graphics and banner ads, which cause server log entries, when a visitor requests the page. The ad banner impressions you can sell relate to page impresions; but as you will have seen, there can be multiple ads on one page.

As media value, the range of selling prices for ad impressions is anywhere from under $2 to $200 or more. The difference depends on the rarity and desirability of the web site's audience. Let's assume the average, for specialized web sites, is about $50 per thousand impressions.

So if you have 4,000 page impressions daily, or 120,000 per month, when you put an ad banner on every one of those pages, you might charge the advertiser $6000.

 


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Thursday, March 23, 2000 #3336
Is there any type of resource on the Internet where I can go and side-by-side compare third party ad servers as well as companies like Nielsen-Net Ratings and AdRelevance? Just like CNET does for comparing hardware?

 

The Media Guru Answers(Friday, March 24, 2000 ):
When CNet compares hardware, there is a potential of hundreds of thousands or millions of interested buyers. WWW audience tools are likely to be bought only by the biggest sites.

However, at these levels, the individual vendors may be expected to provide detailed comparisons of their offereings versus the competition's. But be sure to get the comparison from more than one.

 


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Thursday, March 23, 2000 #3335
Hi Guru, A few years ago, I saw a budget setting tool called the Jones Diagram. Do you know of this and where an explanation of how to use it might be found ? Thanks,

 

The Media Guru Answers(Friday, March 24, 2000 ):
It diagrams the findings of Jones' analysis showing that low share-of-market (SOM)brands ususally spend at a higher share of voice (SOV)than their share-of-market percent; that higher share-of-market brands underspend share-of-voice and that this situation is correct. This then allows budget setting in accord with SOM and SOV information.

The author is noted media theorist John Philip Jones of the Newhouse School at Syracuse University. It is fully described in his book, How Much Is Enough? : Getting the Most from Your Advertising Dollar published by Lexington Books in 1991. The title is out of print, but - at this writing - is currently available online through the Barnes & Noble Rare and Out of Print site.

An explantory article might be available from The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, March 22, 2000 #3334
Challenge: How do we reach recent movers/home buyers? What media vehicles are available that would reach this target audience? Direct mail, magazines, etc.? Any information you have would be very helpful in my media planning. Thanks.

 

The Media Guru Answers(Wednesday, March 22, 2000 ):
Direct marketing through resources such as Welcome Wagon are a starting point.

Many telephone companies have special packages with new telephone book deliveries. Other utilities, such as gas, electric, cable, etc are also potential partners.

 


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Wednesday, March 22, 2000 #3333
Media Guru, Can you tell me why agency commission is figured by dividing the net cost by 85%, which is more than adding 15%.

 

The Media Guru Answers(Wednesday, March 22, 2000 ):
There are gross and net prices. The gross is the price typically quoted by media used to dealing with agencies. The standard commission is 15% of the gross price. Sometimes media quote the net price, which is the cost after the 15% commision is deducted, or 85% of the original gross price. Therefore, to convert net to gross, you divide by 85%, and to convert gross to net you multiply by 85%, or deduct 15%.

To convert net to gross by adding commission, add 17.65%. This is equal to dividing by 85%.

All these approaches keep the relationship of commission to gross price at 15%.

 


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Tuesday, March 21, 2000 #3332
I was wondering if you could help. Our agency is in the process of reviewing media buying and planning job salaries and it would be most helpful if we have a national benchmark. We are looking for entry, mid- and senior level ranges. If it is at all possible, could you e-mail this information to me? Thank you! Laurie Hughes Lhughes@hrblock.com

 

The Media Guru Answers(Tuesday, March 21, 2000 ):
See the salary surveys in Ad Age.

 


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Tuesday, March 21, 2000 #3330
what are the parameters to consider when we evalaute the internet as an advertising medium? we want to develop a model for this so we need some help. and if you know of studies done in this area, could you please let us know. thanks

 

The Media Guru Answers(Friday, March 24, 2000 ):
If you are evaluating the internet against other media to use in a plan, use the same parameters as any other medium: cost, efficiency, reach, environment. As a supplemental medium, does it add reach you couldn't get through some other medium?

When you are planning within the internet the principals are the same, but you will need to deal with impressions, visits, visitors, and duplication.

 


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Thursday, March 16, 2000 #3322
Where can I find a schedule of all upcoming Sports programming on all Broadcast Networks?

 

The Media Guru Answers(Saturday, March 18, 2000 ):

 


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Thursday, March 16, 2000 #3324
Can you explain what "SQAD" and "SPARC" are and how they work? What are the benefits to the advertiser to use these? Does it require professional advertising knowledge to use and understand? Thanks.

 

The Media Guru Answers(Friday, March 17, 2000 ):
SQAD and SPARC (aka SQAD Radio) are standardized cost references, from which recent sample data is found in our ad rates area at the links given above. They represent the average buying achievement of actual buys made by a representative panel of cooperating agencies and media buyers.

If you know enough to place a buy based on ratings and demographic Cost Per Point (CPP), you can benefit from using these tools.

 


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Thursday, March 16, 2000 #3325
Question: Hello. Do you know where I might find a list that provides names of Interactive Companies that Advertise on Television? (e.g. Amazon.Com, Ameritrade.com, etc... ) Thank you in advance for any insight you may be able to offer!

 

The Media Guru Answers(Thursday, March 16, 2000 ):

 


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Thursday, March 16, 2000 #3326
Dear Guru: I would like to know if there is any equation to calculate media mix reach?

 

The Media Guru Answers(Thursday, March 16, 2000 ):
There are several, equivalent ways to express the arithmetic to combines media according to random probability, which has been found generally adequate for the purpose of multimedia combination.

Here's an easy one:

  1. Work with two reaches at a time
  2. Treat the reach of each medium as a decimal (50 reach is 0.5)
  3. Add reach of medium A and medium B
  4. Multiply reach of medium A by Reach of medium B
  5. Subtract the product of the multiplication from the sum of the addition

Example:

  • Reach of medium A = 40, reach of medium B = 55
  • 0.4 + 0.55 = 0.95
  • 0.40 x 0.55 = 0.22
  • 0.95 - 0.22 = 0.73
  • Combined reach is 73

To add additional media, treat the combination as medium A and the next medium as B.

In some cases, a planner may have access to research which shows that an adjustment should be made for actual, measured, duplication between different media, rather than use the "random probability" formula above. In that case, more sophisticated reach calculating software packages, such as those from Telmar allow you to make the calculation and build in known adjustments.

 


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Wednesday, March 15, 2000 #3327
Where I can obtain information abut de marketing and children?

 

The Media Guru Answers(Wednesday, March 15, 2000 ):
If you mean direct marketing and children, start with the Direct Marketing Association (DMA)

 


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Wednesday, March 15, 2000 #3328
Does Campaign (the British ad trade) have a web site? If so do you have the URL

 

The Media Guru Answers(Wednesday, March 15, 2000 ):

 


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Wednesday, March 15, 2000 #3323
Re: Creative messages (ads) in consumer magazines and/or newspapers. Is it customary to run difference creative in magazines than newspapers? In the past, the agency has tried to convert a magazine ad to run in newspaper. However, the color reproduction quality is very poor in newspaper printing compared to newspaper.Therefore, the question - do advertisers usually run different ads/campaigns in magazines from newspaper? We would appreciate any feedback you have. Thanks.

 

The Media Guru Answers(Thursday, March 16, 2000 ):
Yes, newspaper copy is usually different than magazine copy. Color is just one reason.

 


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Monday, March 13, 2000 #3313
Guru, do you have an estimate, or can you tell me where to look, to determine the impact of political advertising on spot television. Specifically, I need to estimate an average amount of preemptions during the political window. Thanks.

 

The Media Guru Answers(Monday, March 13, 2000 ):
The ad trades, Ad Age and MediaWeek, will have written what happened after each past election.

The patterrns change depending on issues and candidates, and how hotly contested local races become.

 


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Monday, March 13, 2000 #3312
where can i find out about e-mail list rental in the uk for a direct e-mail campaign.

 

The Media Guru Answers(Monday, March 13, 2000 ):
The Guru considers SPAM marketing beneath contempt.

 


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Saturday, March 11, 2000 #3310
1) In the absence of any continuous tracking of readership ( unlike peoplemeter for TV), how is it possible to measure the deliveries of a multi media campaign ? Assume readership estimates are available at 6 month intervals 2) Is there any study done to determine the impact of internet on TV / Print viewer/readership ?

 

The Media Guru Answers(Saturday, March 11, 2000 ):
1) It must be assumed that readership is constant for each issue in each six month period. Keep in mind that each readership release is several months behind when released. If it is crucial to closely estimate audience on a continuos basis, you can get issue by iise seasonal circulation trends of the magazines to make adjustments to the per-issue assumption. For new publications, the growth trend can be projected.

2)There have been a few studies released regarding internet effects on traditional media audience, most recently one from Stanford U. GVU is another resource.

The findings of such studies generally show that internet users use less of other media. The studies typically over look the fact that these internet users were lighter users of traditional media before using the interent.

The best collection of studeis should be at The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Saturday, March 11, 2000 #3309
Dear Guru I would like to know, what are those documents, reports I need to present in selling TV media. And, how should I prepare them? Thanks

 

The Media Guru Answers(Saturday, March 11, 2000 ):
The basic information a buyer wants in considering TV includes ratings for the demographic target, price, and audience composition. In the U.S., the rating and composoition data typically come from Nielsen Media Research.

Other information can include program content details and competitive information.

The first thing to find out from each buying prospect is how the prospect wants data presented. You want neither to leave out a desired fact nor to bore the prospect with unwanted detail.

 


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Saturday, March 11, 2000 #3308
This is a follow-up to my question of yesterday, regarding cost per web visitor for the major media. The data to which you referred me were very useful, and I thank you for that reference. As you note, however, nothing is provided there (or anywhere else I have searched) to determine the rate at which such CPM actually results in a web visit. Any thoughts on sources, or a means of reaching an educated guess, on that all-important information? Thanks again and best.

 

The Media Guru Answers(Saturday, March 11, 2000 ):
t was not clear that you were asking about other media being used to drive web traffic. The Guru thought you were considering these media as competition.

Keep in mind that the ad itself may be more important than the media vehicle. On January 2, 2000, the NY Times ran an article on ecommerce giving a comparison of web visits versus traditional ad impressions, thought these were not identified by media type except for TV. The range was enormous, from one visitor for every 2.7 TV impressions at Beyond.com to one per every 2977.3 at Living.com. Of course, the number of impressions in other media is not considered in this ratio.

 


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Friday, March 10, 2000 #3307
wearout

 

The Media Guru Answers(Friday, March 10, 2000 ):
Click here to see past Guru responses

 


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Friday, March 10, 2000 #3306
Guru, I'm sure you get several questions about CPMs for Internet advertising, I have one more for you. I have seen figures showing the average business to consumer cpm to be around $35, do you know what the average b2b cpm is? Thanks for your help.

 

The Media Guru Answers(Friday, March 10, 2000 ):
Of course, the ranges are enormous. Consumer probably averages lower than $35, these days. Business to business is higher than consumer, simply because the smaller any target, the higher is its CPM, typically. Business-to-business CPMS range generally from $12 to $200. The Guru would guess the average is more like $50-$75.

 


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Friday, March 10, 2000 #3304
I come before you with a novice question. I am involved in the early stages of a dot-com startup and am trying to develop some kind of idea of what numbers of visitors are delivered per dollar by each of the major advertising media. Generalities are just fine; when you've never played ball, just entering the ballpark is a big step. Thanks and best regards.

 

The Media Guru Answers(Friday, March 10, 2000 ):
"Visitors" is one of the unique measures of the internet. It isn't readily comparable to measures of other media. On the other hand, the way internet impressions are counted is different as well. The best comparison will be your cost per 1000 visitors versus cost per 1000 (CPM) on impressions in other media. You will find some CPMs in AMIC's Ad Data area.

Keep in mind that on line vistors measures are usually not specific as to age while other media CPMs are usually based on 18+ or 12+.

 


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Thursday, March 09, 2000 #3303
Dear Guro!!!!!! During a commercial break in a special event on TV, which place is best to allocated the commercial , in the first or the last during a commercial break? thanks Guro

 

The Media Guru Answers(Friday, March 10, 2000 ):
If your concern is aboout channel surfing, then first position is best. If your concern is that viewers get progressiviely more bored as one commercial follows the next, then again first position is best. The Guru can't think of a good reason to prefer last position.

 


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Thursday, March 09, 2000 #3302
I'm looking to identify major trade shows and association publications within numerous industries. I thought the best place to start was to locate "the" big associations within each industry. Unfortunately, the only web sites I have found are useless for reference without already knowing the names of the association. Suggestions?

 

The Media Guru Answers(Thursday, March 09, 2000 ):
A good place to get list for starters is the Federation of International Trade Association's list.

 


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Thursday, March 09, 2000 #3301
Dear Guru- I have been asked to research and develop a presentation about the history of co-op deals between e-commerce companies and financial institutions or other partners. Where can I go to find this data? I am supposed to find not only the partnerships between companies, but what that actual deals were (% of sale, $ spent on co-op ads, etc. ) Is this public information? THanks GUru!

 

The Media Guru Answers(Friday, March 10, 2000 ):
The term "co-op" ususally refers to ad cost sharing deals between manufacturer and retailer. The Amazon.com on-line bookstore has the standard resource, Co-op Advertising Programs Sourcebook : The Comprehensive Guide to Programs For: Media Companies, Ad Agencies, Manufacturers & Retailers .

Deals for revenue sharing, like the one the AMIC Bookstore and many sites have in association with Amazon.com can be found on the store's site. It should be simiarly easy to find out what the deal is wherein an ecommerce site says it "prefers Visa."

 


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Wednesday, March 08, 2000 #3300
Oh mighty Guru, I have just entered in to the realms of Recency Theory here in Australia. There are many things which I am not sure of and was wondering whether you had a document or presentation of sorts which outlines what recency theory actually is and all of the fundamental rules involved i.e. If you want to upweight weeks, how do you go about this and should you ensure all of the weeks are full before you do this?

 

The Media Guru Answers(Friday, March 10, 2000 ):
Click here to see past Guru responses which extensively discuss most aspects of recency.

 


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Wednesday, March 08, 2000 #3299
I am looking for a salary survey for Traffic coordinator, production artists, designers, Art Director, Creative Director in the Northern Virginia, Washington, D.C, Maryland area. Large corporation. Mainly working in print collateral, some web

 

The Media Guru Answers(Friday, March 10, 2000 ):
This is not a media question of course, but you should be able to find salary survey information in the archives of the major trade media, like Ad Age.

 


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Wednesday, March 08, 2000 #3298
Please describe the major steps and information required for Network TV Media Planning at an Agency. What computer skills are needed or research sources most used to evaluate Network? Are there any trade journal articles that would provide a description of this aspect of media planning, as I am applying for a position in this area, but have not planned Network in many years. What are the current Network $/GRP and target delivery efficiencies? What is the current coverage of U.S. Houselholds, for the three major networks? Thanks elaninc@usa.net

 

The Media Guru Answers(Monday, March 13, 2000 ):
There seems to be some confusion in your terms. The job of an agency Media Planner is to determine which media are best to meet the advertising objectives of the specific product/service.

In some cases this will include network TV.

When an approved paln includes network TV, the Network specifications are turned over to Network TV buyers. The plan's specifications are not likely to include than demographic target and weight goals, budget, timing, dayparts and/or program types.

Network buyers will then review program package offerings and sponsorship opportunities from the networks to meet all the specifications.

Nothing more than a spreadsheet is really needed, but there are some specific TV analysis programs, including optimizers, in use. Nielsen is the basic audience measurement source used.

When optimizers, which are programs that do extensive analysis of program data to select best schedules, came into use a few years ago, there were several trade articles in Ad Age and MediaWeek about the network buy "planning" process. See the one by Erwin Ephron in our Telmar 30th Anniversary Awards section.

Telmar, AMIC's sister company, also offers an optimizer, called Transmit.

See samples of current rates in AMIC's Ad Data area.

 


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Wednesday, March 08, 2000 #3297
Iam a student at Mohawk College. I am presently looking for information pertaining to a topic in one of my advertising courses. I have to find out about internet advertising. I have to take one traditional ad and compare it to an ad on the internet. Using the same company. I have to find out how much sales have increased since the advertisments were launched. Was the internet ad more effective or the traditional ad? Which one was more cost effective?

 

The Media Guru Answers(Friday, March 10, 2000 ):
You may have an impossible task.

The easy steps may be to find matching online and traditional ads.

The advertiser company itself may not have the data on 'sales since the ads were launched.' Unless a specific test is in progress, advertisers' sales tracking is not likely to be keyed to advertising copy cycles. Therefore you will need to target an advertiser who uses one of the syndicated short-cycle retail sales tracking services, like A C Nielsen or IRI.

If you can get the data, you may not find that sales have increased; sometimes maintaining sales against increasing competition is an achievement.

Unless the online and traditional ads have run separately, it may be impossible to distinguish the effects of each.

Finally there's finding the spending behind each ad, which should be available from CMR (Competitive Media Reports).

If any case studies like this exist, they are most likley to be available through C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) or The Internet Advertising Bureau.

 


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Wednesday, March 08, 2000 #3296
Guru, does the sum of individual monthly effective reach equal the total compaign effective reach? (e.g. 3 month campaign - month 1=10%, month 2=10%, month 3=10%. Total campaign = 30% effec. reach?? Should/could there be a discrepancy as large as 10% between the sum and the total? Thanking you in advance, R.

 

The Media Guru Answers(Wednesday, March 08, 2000 ):
The Guru wonders how you could get such an idea. In your theory, reach would be 120 after a year! Reach, as you surely know, is a percentage of the universe, and cannot excedd 100%

As in any other combination of reaches, there is some duplication between the effective reach of one month's schedule and the next.

The difference between reality and your addition could easily surpass 100% over time.

 


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Tuesday, March 07, 2000 #3295
Guru, I have a client interested in network TV. The challenge is that they go by 10 different names across the country. Also, they are only in 50% of the U.S. TV households. Can you tell me if purchasing network with 10 different copy splits or tags is possible? Also, can you tell me how the big 4 networks breakout their regional networks? It's my understanding that I can initiate a regional network buy if we purchase at least 50% of the country. Thanks.

 

The Media Guru Answers(Tuesday, March 07, 2000 ):
The primary network splits, or "feeds," pretty much follow the time zones.

You would probably need to do cut-ins, which is an arrangement where the local stations run a specific spot in place of a network spot you've bought, in order to accomodate your 10 different names.

The Guru would guess you'll be better off buying spot for the markets where you really want to be, but talk to some netwokr and spot salespeople to see who will best accomodate your unique needs, rather than trying to solve this in the abstract.

 


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Tuesday, March 07, 2000 #3294
When promoting a two week festival, how far out from the festival should the advertising promoting it be placed

 

The Media Guru Answers(Tuesday, March 07, 2000 ):
This depends on a lot of variables.

Will the attendance be local and spur of the moment, or will it be nationwide with people coming for one to two weeks?

If it's local, spur of the moment than you probably don't need to advertise more than two weeks ahead.

If it is, instead, the latter case, with attendees making travel arrangements, vacation plans, and hotel reservations, then 4 to 6 months is probably more appropriate.

Why not study the highly successful (three week) Spoleto Festival, the leading arts festival of the southeast.

 


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Tuesday, March 07, 2000 #3293
In a budget meeting I´D been asked to reduce the number of stations planned for certain cities, in order to have money to cover other markets......My argument is that we need to buy at least 35% of total PUR (persons using radio) to have an effective impact with the promotional radio campaign...I´ll appreciate your comments...AZ (MEX CITY)

 

The Media Guru Answers(Tuesday, March 07, 2000 ):
The Guru has never encountered a share-of-PUR-standard, nor have a couple of his senior, radio researcher colleagues.

The big issue is what you determine makes an effective impact, in concrete terms so that you can make a case. Is it reach, effective reach, frequency or what? All these issues relate much more directly to consumer communication and impact than the abstraction of share of PUR. If you can buy GRPs and reach to your needs, but have to do it with fewer stations, it doesn't strike the Guru as a very significant issue.

 


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Tuesday, March 07, 2000 #3292
do you have any info on developing a successful e-mail marketing campaign?

 

The Media Guru Answers(Tuesday, March 07, 2000 ):
If you mean Unsolicited Commercial Email, better known as SPAM, the Guru disapproves strongly and will not help.

If you have a genuine, legitimate, opt-in list, that's fine. The key to successful direct marketing, at least as far as the media element, is the quality of the list.

This means a list of people known to be good prospects and who have agreed to accept email marketing.

If the SPAM the Guru receives is any indication, there are a lot of lists for sale out there identified as opt-in and/or as good prospects for something or other, but in fact are just email addresses collected in any way possible.

So the Guru feels the only legitmate opt-in lists are those the advertiser itself has compiled and knows to be true opt-in.

 


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Tuesday, March 07, 2000 #3291
Is there a formula which calculates effective reach and frequency? I know that reach x frequency=grp's, but how can I determine what the effective reach and frequency would be for 100 grp's or 150 grp's?

 

The Media Guru Answers(Friday, March 10, 2000 ):
Of course there's a formula, but it can be immensely complicated. In fact, media planners rarely, if ever, considered effective frequency before computers became a part of everyday reach and frequency calculation in the 70's.

Your "reach x frequency=grp's" is not a formula, but merely the arithmetical relationship of these quantities as they are defined.

GRPs are the convenient weights and mesures we use in media buying. They are simple statistical measurements, whereas reach and frequency are more complex statistical models In some cases, there are relatively simple reach formulae derived from compiling the actual, measured reaches of actual schedules with known GRPs. The formula is non-linear.

To find the effective reach of a schedule, you first determine level of frequency to consider "effective" and then examine the frequency distribution of the schedule to see how many people have been reached that number of times The frequency distribution shows exactly how many people have been exposed to each integral number of announcements in a schedule.

The math is based on non-linear functions. For any given reach and GRP set, the frequency distribution can vary considerably depending on the media combined and the dayparts within the media.

 


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Tuesday, March 07, 2000 #3290
Dear Guru. I'm looking for some recent litterature on the followin subject: the future of magazines next to internet... or: the challenge of magazines facing internet. Could you tell me where I can find info on the net? Thanks for your precious help!

 

The Media Guru Answers(Wednesday, March 08, 2000 ):
The Guru imagines that the internet opinion about the future of magazines versus the internet is slanted, but so is the magazine world's opinion.

Some good sources might be The Magazine Publishers' Association and The Industry Standard.

 


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Monday, March 06, 2000 #3289
Media Guru-- I have been searching for any sort of Media Plannning training opportunities for developing Media Planners. I am interested in something that will provide some academic foundations as well as some practical application. Any suggestions? Thanks.

 

The Media Guru Answers(Wednesday, March 08, 2000 ):
The best training is on the job, particularly at larger agencies with formal training programs.

Many universities include Media Planning in their advertising or communications curriculum, for example, The U of Texas, Austin.

 


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Monday, March 06, 2000 #3288
I am doing planning for an image campaign on TV for this Spring (May-June). The are going to be 5 separate spots running under the same theme, but with different messages. Since there are so many spots, about how many GRPs per spot per market should I consider to be reasonable for delivery of each message? Thanks.

 

The Media Guru Answers(Thursday, March 09, 2000 ):
This is one of those "how high is 'up'?" questions.

Do you need for each spot to be seen by some number of different people? Then buy GRPs adequate to build that reach for each spot.

Does each peice of copy need to be remembered rahter than just the overall theme? Then establish effective reach goals for each execution and buy to required GRP's for that goal.

There are no real magic numbers like "a minumum of 100 GRP's to do X."

It's a matter of setting communications goals either for a campaign or for specific pieces of copy, and buying the needed media to achieve the goals.

By the way, in an image campaign, the Guru would expect that the overall theme is more important than the individual messages.

 


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Monday, March 06, 2000 #3287
It is my understanding that there is a small handful of publishers responsible for producing 80+% of all US trade journals. Is this true and if so, who are these publishers? Also, is there a total ad revenue figure that reflects all US trade journals for years '97, '98 and '99? Thanks Guru.

 

The Media Guru Answers(Monday, March 06, 2000 ):
The Guru finds this statement ludicrous, unless you have a particularly generous defintion of "handful."

At Oxbridge Media Finder there are over 100,000 North American, mostly "trade" publications indexed. The Guru believes that it must involve a few thousand publishers to account for the 80,000 titles your 80% requires.

Just in the small arena of computer trade titles, there are more than a dozen publishers.

CMR (Competitive Media Reports) is most likely to have revenue estimates.

 


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Monday, March 06, 2000 #3286
Dear Guru! I am interested a lot on web-site of Willward Brown research company. Could you please give short historical overview on company development and it's range across media research companies in UK. Thanks in advance. TE.

 

The Media Guru Answers(Monday, March 06, 2000 ):
The Guru cannot possibly know the history of every research company in the world and its activity in each country where it operates. But like most such companies, Millward Brown is eager to tell you about itself, so just ask them.

 


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Monday, March 06, 2000 #3285
I am considering becoming an internet consultant for an established media-buying agency who currently does no Internet/banner advertising work, but wants to start. I have many years experience in Internet, web site production, and marketing, but I know little about media buying. Where would be a good place to start? I will be attending Thuner Lizard Web Advertising 2000 conference in Ny in April.

 

The Media Guru Answers(Monday, March 06, 2000 ):
The Guru is quite opinionated on this concept. His opinions include:

  • It is far easier for a media professional who knows buying to learn about the internet than for an internet / web site production person to learn about media buying

    Conferences like the one mentioned are likley to offer an experienced person a few new insights, but not likely to confer job skills.

  • There are far too many people currently selling web media who toss around web jargon but have no idea of the meaning of key media concepts, like reach, frequency, duplication, efficiency

Your best hope is that the company you are joining, if they are hiring internet specialists from outside the media buying world, is putting on some sort of training / mentoring program, where you can learn by doing.

 


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Sunday, March 05, 2000 #3284
hi guru is there any researches about " coupons "? what do you think about using coupons to sell cars ? or fcmg/ shooping goods? please guide me. thank you

 

The Media Guru Answers(Sunday, March 05, 2000 ):
There are many Guru comments about these topics. Go to the Guru Archives Search Engine. Use your keywords as your search terms.

 


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Sunday, March 05, 2000 #3283
hi guru is there any place that i can read about media strategies? ( flighting, continuous,pulsing ,recency)? can you guide me what are the right reach/ frequency levels in FCMG ? shooping goods? others? best regards

 

The Media Guru Answers(Sunday, March 05, 2000 ):
There are many Guru comments about these topics. Go to the Guru Archives Search Engine. Use your keywords as your search terms.

 


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Saturday, March 04, 2000 #3282
Question: I was looking for any media available in doctor's offices that you may know of....ex wallboards, magazine cover wraps, etc.....any ideas?

 

The Media Guru Answers(Saturday, March 04, 2000 ):
At one time, Whittle did doctors office wallboards and TV, but the Guru can't find anyone who does it now.

Contact the inflight magazine wrap people Inflight Newspapers and see if they can refer you.

 


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Friday, March 03, 2000 #3281
Dear Guru: I recently became the new Sales Director for a regional Hispanic publication. In addition to the Red Book is there a listing or directory of Media Buyers and or Media Planners I can contact on Line to introduce our publication? Thank you, Rudy

 

The Media Guru Answers(Saturday, March 04, 2000 ):
The Guru and AMIC are adamantly opposed to the kind of SPAM marketing you are considering and will not offer any help in such a program.

AHAA, the Association of Hispanic Advertising Agencies may be able to provide standard mailing addresses.

 


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Friday, March 03, 2000 #3280
Is there a conference, show, or course of any kind that details how to buy network TV? From what I understand, buying locally vs buying network is a completely different ballgame. Thanks.

 

The Media Guru Answers(Saturday, March 04, 2000 ):
The Guru has not encountered a course in buying network TV he can recommend. It is indeed very different than spot.

 


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Friday, March 03, 2000 #3279
Please can you specify what means buying audience (I understood that is different from target audience)

 

The Media Guru Answers(Friday, March 03, 2000 ):
Sometimes the brand advertising target is one which is not readily available in ratings reports. For instance beer will usually have a target of Males 21-34, but only find ratings reports available, for buying purposes, on the 18-34 demographic.

 


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Thursday, March 02, 2000 #3277
Hi, I am interested in determining an effective strategy to target broadband Internet users (i.e. cable modem or DSL). I am planning the launch of a new service and would like to understand how to market this directly to this specific segment of the market. It would be great if I could get an "in-principle" feel for the associated costs. Mitch Webster

 

The Media Guru Answers(Saturday, March 04, 2000 ):
The Guru, a broadband subscriber himself, can't think of many ways to target this segment. While they may be better able to enjoy streaming media, it is hardly a format which is mostly theirs.

There are not many companies behind broadband as yet. Perhaps Covad or NorthPoint, who provide most DSL services and @Home or Optonline, the leading cable modem services, would sell or rent their address lists.

Otherwise, placing bill inserts with @Home, Optonline and the DSL ISPs is possibly the only channel broadly targeting broadband subscribers.

 


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Thursday, March 02, 2000 #3276
what do you think are the media issues facing planners and buyers in 2000

 

The Media Guru Answers(Saturday, March 04, 2000 ):
They are pretty much the same as in any other recent Olympic and elections year. The biggest difference will be in assessing the right mix of on-line advertising.

 


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Thursday, March 02, 2000 #3275
Guru, any thoughts on how to estimate % trial as a result of advertising (effective reach 50% at 3.6+ effective freq. print plan, only medium).The brand has done little advertising,has limited awareness(8% unaided) in a moderately competitive category(indigestion remedies). I have factored the target group pop.(W55+) by the incidence of the condition, then further adjusted by % likely to treat the condition, to arrive at a "Total Potential Prospects". At this point I would like to estimate the % that can be persuaded to trial, to determine estimated prospects and potential sales, but I have no historical advertising or client data on which to base the expected return. Would you base return on current awareness levels, or current SOM? No growth expected in the category,assume trial at the expense of the competition. I am attempting to devise a systematic method of determining ideal effective reach,linked to sales objectives, as I am not content to leave it at "maximum affordable at effective freq. level" Sorry for all the blather, but your thoughts and wisdom would be much appreciated. R.

 

The Media Guru Answers(Saturday, March 04, 2000 ):
What you seem to need is a persuasiveness measure: what is the percent who would try the product (purchase intent) with and without advertising exposre? Many marketers have done such research and, if available, it can be factored against your "total potential prospects."

 


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Thursday, March 02, 2000 #3274
What are the criteria that a media planner has to consider when planning for advertising on the internet?

 

The Media Guru Answers(Saturday, March 04, 2000 ):
The criteria are the same as in any media planning: reach, environment, composition, consumer response, etc.

In the internet there are merely different sources, standards, and formulas in dealing with these elements and thousands more options.

A couple of the most important differences are

  • One "page" of a web site gets only a fraction of the audience of the total site, as compared to a page of a magazine, which is treated as if it had the same audience as the entire issue
  • Audience ranking is much less relevant for the same reason: If Yahoo reaches half of all web users, but your banner is only exposed to one million of those unique visitors, how is that different than you banner being seen by one million uniques visitors to a web site which only gets one percent of all web users?

 


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Thursday, March 02, 2000 #3273
Hi Guru, It's relatively easy to get numbers on click thru rates. Do you have -- or are you aware of where I might find -- statistics on conversion averages? Thanks!!

 

The Media Guru Answers(Saturday, March 04, 2000 ):
Online retailers don't generally release these figures; they have no reason to do so. But on January 2, the NY Times had an article analyzing Christmas ad spending for dot-coms, visits versus ad impressions, plus percent of on-line shoppers who made a purchase at a few dozen of the leading consumer ecommerce sites.

This combined Nielsen//Netratings web audience measurments with an Ernst&Young study of global online retailing. The Times article can be analyzed in various ways, and the Ernst & Young report gives a 1 to 10% conversion average across retailers interviewed.

 


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Thursday, March 02, 2000 #3272
Guru- Could you please define the following internet advertising terms: - Vortal (please give an example) - Run of Network vs. Run of Channel - General Rotation - Run of Service - Run of Site - Run of Content - Category Select - Site Specific Thank you for your assistance.

 

The Media Guru Answers(Friday, March 03, 2000 ):
Many internet terms are coined by the first site that needs to use them, Therefore some terms will overlap, and some will have different meanings when used by different sites.

With that understood, here are the Guru's definitions and examples:

  • Vortal: Short for "vertical portal." Portals, which essentially grew out of search engines are gateways to the wide world of the web. They guide you to news, shopping, topical info, etc and also search. Some newer portals have all these functions, but narrow their field of coverage to financial matters or, like StarMedia's focus on Latin America and the US Hispanic market.
  • Some sites have grown into networks, with several channels of web content sold by one organization, Wired, Lycos HotWired and HotBot. You can buy run of network ads which will rotate among all the sites or run of channel, rotating on all pages of one of the sites.
  • Run of site is the same as run of channel if you are buying on a single-channel site.
  • General rotation should be the same.
  • Run of content should refer to a set of pages of a site which are about a specific topic.Category select should be similar, but might refer to buying a set of keywords on a topic such a travel, pets, cars, etc
  • Site specific goes back to a single channel/site on a multi-site network.

 


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Thursday, March 02, 2000 #3271
Where can we get a list of agencies who specialize in Direct response clients?

 

The Media Guru Answers(Thursday, March 02, 2000 ):
The Standard Directories of Advertising Agencies and Advertisers ('The Redbook') could generate for you a list of Direct Response agencies.

The Direct Marketing Association (DMA) might make available a membership list

 


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Thursday, March 02, 2000 #3270
Where can we get a list of agencies who specialize in buying media for "dot coms"?

 

The Media Guru Answers(Thursday, March 02, 2000 ):
While there are agencies which specialize in placing online advertising for various advertisers, the Guru is not aware of agencies which have specialized in the advertisng of dot-coms. There is no reason any agency can't have any category of business as a client, but some agencies specialize according to the kind of business, as opposed to the means of doing business. That is some agencies focus on mediacal and pharmaceutical accounts and some specialize in business-to-business. But there isn't a reason why the agency for Amazon.com would also be the right media buyer for Starmedia.com.

The Standard Directories of Advertising Agencies and Advertisers ('The Redbook') could generate for you a list of agencies with specific dot-com accounts.

 


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Thursday, March 02, 2000 #3269
Dear Guru, I am planning for a channel. The channel is a niche channel in India. Basically a youth oriented channel. I was wondering on how to set media weights for the communication. How to stradle between the thematic (brand building) and tactical (traffic generation)campaign. Regards

 

The Media Guru Answers(Friday, March 03, 2000 ):
This will depend on marketing goals, budget and Click here to see effectiveness considerations, more than the basis fact of being a youth niche channel.

 


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Wednesday, March 01, 2000 #3268
WHERE DO I ACQUIRE EMAIL LISTS OF GIFTWARE BUYERS FOR DEPARTMENT STORES,MASS MERCHANDISERS AND DISCOUNTERS. NEED TO LOCATE US, CANADA,EUROPE PTC7@AOL.COM

 

The Media Guru Answers(Wednesday, March 01, 2000 ):
The Guru and AMIC are strongly opposed to marketing by SPAM and will not in any way help someone planning to use this method of communications.

 


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Wednesday, March 01, 2000 #3267
How do I find what the top five radio stations are in Cincinnati and Columbus, OH if I don't subscribe to those markets in Arbitron?

 

The Media Guru Answers(Wednesday, March 01, 2000 ):

 


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Wednesday, March 01, 2000 #3266
Guru, I have a tough question for you. We are coming out with a new print form of direct marketing/advertising for a specific market niche. Although I can’t explain the details of the piece, my question is what type of incentives (i.e. price discount off base rate, more/larger ads, betters terms, etc.) do you suggest we offer in order to entice prospective advertiser to come aboard in our inaugural issue(s) knowing that we don’t have a track record? Also, what % of available ad spots do you think we’ll be able to sell over the first 6 issue’s of our monthly piece assuming we have a sales force of proven sales reps. Any help will be greatly appreciated.

 

The Media Guru Answers(Wednesday, March 01, 2000 ):
The more unique your vehicle, the harder it might be for prospects to understand the benefits, so the more incentives you would need. A good salesperson's job is to discern whether there is a probability of making a sale and what the considerations are that will make the prospect say yes (see the online excerpts of High Probability Selling. The best approach might be to arm your sales force with a variety of discounts, bonuses, and deal enhancements, with instructions to offer one only when they can tell that it will close an order. After a few attempts, you should be able to learn what works and what doesn't, or if it's a case-by-case situation.

As in many other selling scenarios, some buyers are looking for price and others are focused on buying what will lead to their company or client's success.

 


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Wednesday, March 01, 2000 #3265
How can you measure listenership in non rated markets for play-by-play sports broadcasts?

 

The Media Guru Answers(Wednesday, March 01, 2000 ):
You would need to commission research through one of the many survey research compnies which offer this kind of service.

 


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Wednesday, March 01, 2000 #3263
Is there any way to find out how much money is spent annually on licensed music in commercials?

 

The Media Guru Answers(Wednesday, March 01, 2000 ):
No doubt BMI and ASCAP could answer this.

 


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Tuesday, February 29, 2000 #3262
What are average ROI's for small businesses across various media- Yellow pages, print, tv, radio? Do you know where I can find this info?

 

The Media Guru Answers(Wednesday, March 01, 2000 ):
There are too many variables in terms of ad unit and quality, offer, expenses, etc to hope to find meaningful averages.

If you narrowed the question to ROI for toothpaste on page, four color ads in the seven sisters magazines, the question would be closer to answerable. Even so you would most likely find only anecdotal information in the form of case studies, but no meaningful averages; advertisers don't share their results with the media, as a rule.

 


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Tuesday, February 29, 2000 #3261
How much time is assumed per SPOT under the SQAD Costs Per TV Household Rating Point; Fourth Quarter 1999 chart? I.e., if it costs you $464 for a rating point in NYC -- how much time do you get with that point?

 

The Media Guru Answers(Tuesday, February 29, 2000 ):
These costs are :30's

 


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Tuesday, February 29, 2000 #3260
Guru - internet CPM models do not appear to involve the issue of how much time each banner is displayed. Is there any numbers on this (i.e., average stickyness) that is expected?

 

The Media Guru Answers(Tuesday, February 29, 2000 ):
Nor do CPMs in other media relate to the duration of exposure unless time is the unit of sale, as in broadcast. The Guru considers stickyness to be about time spent on a site, perhaps viewing several pages with different banners, and not related to the amount of time a banner is visible. It would be a tricky concept anyway, since banners are not neccessarily visible the entire time a visitor is on a given page, depending on screen-size settings and scrolling behavior.

 


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Tuesday, February 29, 2000 #3259
can you tell me the legal implications of buying competitors company / brand names as key word buys n search engines. do regulations differ in the US and UK.

 

The Media Guru Answers(Tuesday, February 29, 2000 ):
The Guru does not believe that there are any laws specifically regarding this practice. Buying the right to display one's ad when a competitor's brand name is searched is legally permitted, but has led to some lawsuits under existing trademark laws.

Some search engines won't do it and others will.

 


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Monday, February 28, 2000 #3257
I'm an assistant media buyer and in college part time at night. I am currently attempting to do extensive research for a paper that I have to write. I am going to be writing on Television, Radio and Outdoor. I am looking to start with the basics, and work up to the specifics of how each is measured, and has a different effect on audiences. I'm looking, if you have any ideas, of particular books and/or websites where I could pull a substantial amount of information. Thanks A Bunch!

 

The Media Guru Answers(Monday, February 28, 2000 ):
Your plans seem overly broad for a single paper. The differences in how media are measured or diffrences in how they affect consumers are each big ideas by themselves.

For many thoughts on each point, go to the Guru Archives Search Engine. Use your various topics as your search terms.

Beyond this, see the books in the AMIC Bookstore (in association with Amazon.com), particularly the media planning section.

 


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Monday, February 28, 2000 #3256
It is my understanding that NET rates are for an agency only. I have heard that it is un-ethical for an Account Executive ot offer NET rates to a direct buyer if they are not an Agency. Is this true? Is this a recognized industry standard, or is it , as they say, "traditional"?

 

The Media Guru Answers(Monday, February 28, 2000 ):
"Net" is distinguished from "gross" by the fact that a 15% agency commission is deducted.

The ethics depend upon what the medium publishes in its rate card. If an advertiser sees that it is paying a higher rate because it is using an agency and that anyone else gets a lower rate, this will become a problem between the medium and the agency. Sometimes a "local" or "retail" rate is establsihed to get around this. Sometimes the negotiability of rates makes the point moot.

 


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Monday, February 28, 2000 #3255
What does ASBOF stand for?

It is a levy that has started being added to media schedules in the UK. How long has this levy been in place?

 

The Media Guru Answers(Tuesday, February 29, 2000 ):
Advertising Standards Board Of Finance.

Apparently it has existed for many years, but thought by some not to be still in use.

 


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Sunday, February 27, 2000 #3254
I would like to have information about typical rates of frequency that are considered necessary for advertising to be effective on different media. I would like information for television, radio, outdoor and print advertising. If there is such information, I would also like information for internet ads. In short, how many times does an ad need to be seen on different media before for an effective reach. Thank you...

 

The Media Guru Answers(Sunday, February 27, 2000 ):
Most judgements about effective frequency are just that; judgements. The traditional number, 3, is based on century-old learning theory about repetitions of information needed for learning to occur. This theory is not medium-specific but has many other aspects.

Click here to see past Guru responses about this and the Ostrow model

Research by DoubleClick about "banner burnout" shows that internet ads lose effectiveness (in the sense of causing clicks) by the third repetition. Of course, if you want to apply this approach to internet advertisng then you would be considering the awareness-building and sales-driving aspects of banners, rather than click-thru.

 


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Saturday, February 26, 2000 #3253
where can I find info about media environment in china?

 

The Media Guru Answers(Saturday, February 26, 2000 ):

 


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Saturday, February 26, 2000 #3252
Where do I find the average Cost per point by demo for television in Chicago?

 

The Media Guru Answers(Saturday, February 26, 2000 ):
For demos not shown in our SQAD area, contact SQAD directly.

 


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Saturday, February 26, 2000 #3251
What are sources of media strategy info on the two wheeler categoey in the countries like South Africa, Indonesia, Phillipines, Thailand, Hong Kong? Besides media strategy info, i also want to know the current market informations. Main focus is on Motorcycles.

 

The Media Guru Answers(Tuesday, February 29, 2000 ):
Case studies of media strategies which appear in publications like the Journal of Advertising Research are rarely current nor even very recent.

First, it takes time to evaluate the results, and

Second, advertisers do not care to publicize current strategies.

An informative exercise, and one which may be neccessary in this case, is to assmeble all available data about the media schedules purchased and analyze them to determine the strategy.

 


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Friday, February 25, 2000 #3250
Question: i need to find an estimate of german on-line advertising spend. NB NEU does not include the answer.

 

The Media Guru Answers(Friday, February 25, 2000 ):
Try the UK based service called MMS/Register Meal from A.C Nielsen

 


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Friday, February 25, 2000 #3249
Question: Where would I find competitive ad expenditures in trade publications, internationally for the high-tech industry. Internationally more specific...UK, Germany and Sweden. Thanks.

 

The Media Guru Answers(Friday, February 25, 2000 ):
Try the UK based service called MMS/Register Meal from A.C Nielsen

 


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Friday, February 25, 2000 #3248
Looking for ideas on unique media vehicles in the Southwest US. Unique as in non-traditional.

Traditional being: spot tv, spot radio, bulletins, posters, transit shelters, bus wraps, taxi tops, wall murals, kiosks, print, aerial advertising (blimps, airplanes, etc.) trailer panels, mobile video displays, in-airport displays, in-transit exposure, direct mail, flyers, sponsorships.

 

The Media Guru Answers(Sunday, February 27, 2000 ):
When you rule out the traditional mass media, "new" electronic media, direct mail, most forms of out-of-home, and require geographic specificity, you have pretty much come down to untried out of home, such as painting the sides of mesas in the desert or putting logos on souveniers, like arrowheads.

What you want probably isn't in place yet, but the world is waiting for you to invent it.

 


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Friday, February 25, 2000 #3247
What are the average CPP for Chicago radio dayparts?

 

The Media Guru Answers(Friday, February 25, 2000 ):
See SQAD

 


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