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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Tuesday, December 30, 2003 #6324
Dear Guru, I am an intern at an ad agency. Recently it was brought to my attention that I needed to learn the world of media buying! In college we only went over the definition of media buying but nothing in detail. Is there any resources that you can direct me to in order to achieve this task? Thanks

 

The Media Guru Answers(Thursday, January 01, 2004 ):
Learn by doing. This is not something to learn from books or classes.

 


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Friday, December 26, 2003 #6323
I am an independent Media Buyer--not connected with an ad agency. Is there an organization for indepedents that I can join?

 

The Media Guru Answers(Saturday, December 27, 2003 ):
The Guru hasn't encountered one. A local ad club might have a division of this sort.

 


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Tuesday, December 23, 2003 #6319
Where can I find a listing of all the radio networks

 

The Media Guru Answers(Wednesday, December 24, 2003 ):

 


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Monday, December 22, 2003 #6318
Do you have any research information about various consumer products/markets, and what percentage of their income is spent on advertising?

 

The Media Guru Answers(Monday, December 22, 2003 ):
The Bureau of Labor Statistics' Consumer Expenditure Reports has a great deal of such data.

 


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Friday, December 19, 2003 #6317
Are there any media research companies that do consumer research that go into more detail than MRI or Simmons?

 

The Media Guru Answers(Saturday, December 20, 2003 ):
Detail about what? The two you mention are probably the most detailed about the media and product usage behavior they address. The problem about research details is always sample size; a large enough total sample must be fielded so that the sample in any cel;l is larger enough to be at all reliable, say bout 50 or so. With the samples in the 20,000 range that MRI and Simmons use, the number of respondents 18-21 who visit AMIC and use Tom's of Maine deodorant might well be only one person (or fewer).

A given sample needs to grow 4 times larger to be twice as reliable. Some synidcated consumer media research usieng panel data is this much larger, but specialized, e.g comScore MediaMetrix' internet user panel of over 100,000. This panel size allows detail to be reported for far more websites than Simmons or MRI, and more demographic detail of online usage, but offers less detail about other items central to the purpose of these traditional studies.

 


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Thursday, December 18, 2003 #6316
Can you tell me about electronic invoicing for radio

 

The Media Guru Answers(Saturday, December 20, 2003 ):
RAB (Radio Advertsing Bureau) has established a position.

 


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Tuesday, December 16, 2003 #6315
How do you calculate combined frequency. If I have a cable plan in a market with a frequency of 2.6 and a broadcast tv plan with a frequency of 6.6 - what is the combined frequency?

 

The Media Guru Answers(Saturday, December 20, 2003 ):
The Guru will assume you are referring to average frequency, typically considered for a four week period. One actually calculates the combined Reach and GRPs and then figures the "combined" frequency. Consider the following table. If you had run 400 GRP in broadcast and had 61 reach there would be 6.6 average frequency. If you also had 100 GRP of cable and a reach of 38, there would be an average frequency of 2.6.

GRPs are simply additive for a total of 500. Reaches must be combined by a system that recognizes duplication; "random probability" will overstate a bit when you are working with two related elements such as different kinds of TV. Probability might have estimated a combined reach of 76 here but let's suppose your algorithm estimates 72.

In any case, the combined average frequency is calculated thus: divide the combined GRP (500) by the combined Reach (72) which equals 6.9; see below:

Element
Reach
Freq.
GRP
Broadcast
61
6.6
400
Cable
38
2.6
100
Total
72
6.9
500

 


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Monday, December 15, 2003 #6314
Dear Guru, Thank you for answering my questions about the CPM ranges. I was surprised to see that b2b CPM was so high. What are the CPM ranges of TV and radio? And what is in your opinion the most cost-effective medium for reaching upscale audiences?

 

The Media Guru Answers(Sunday, December 21, 2003 ):
True B2B magazines may target very narrow audiences, such as top banking executives or petrolem engineering management. Target Universes can be as few as 5-10,000, so that an audeince of 2,000 is quite resepectable. If the irreducible coast of producing a high quality four-color page is $4,000, cpm is $2,000.

TV and radio can have cpms in the $5 to $25 range depending on target and program selection.

Cost-effective media for the upscale audience are most likely to be print and online. CPM may not be great, but out of pocket is more controlled.

 


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Sunday, December 14, 2003 #6313
what are the importance of media in marketing

 

The Media Guru Answers(Sunday, December 21, 2003 ):
Media carry marketing messages to the mass of the target.

 


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Sunday, December 14, 2003 #6311
definition of media,

 

The Media Guru Answers(Sunday, December 21, 2003 ):
The dictionary defines a medium as something which carries or transmits something else. In our case, the "something else" is advertising messages.

 


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Sunday, December 14, 2003 #6310
If I am doing a direct marketing campaign. :90s and :120s on television, in general, what respnse rate should I expect? The product sells for $60.

 

The Media Guru Answers(Sunday, December 21, 2003 ):
There are many factors, including product interest, commercial quality and targeted placement. 0.5 to 1% is probably a high expectaion over time. Visit Direct Marketing Association (DMA)

 


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Sunday, December 14, 2003 #6309
Dear Guru How does one decide the Minimum cost of entry for each media category compared with available funds

 

The Media Guru Answers(Sunday, December 14, 2003 ):
1. Decide what is an effective level. Click here to see Guru discussion of setting levels.

2. Decide the period of time and geographic are you need to cover.

3. Now, what can you afford to do effectively?

 


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Friday, December 12, 2003 #6308
Dear Guru, What are CPM ranges for business-to-business magazines, business magazines (like Fortune, Forbes), and outdoor billboards? Thank you!

 

The Media Guru Answers(Sunday, December 14, 2003 ):
Business mags about $20 on total audience, outdoor $2, and B2B can be $200 to $2,000+. All depend on units and B2B category, of course.

 


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Wednesday, December 10, 2003 #6307
Dear Guru, 1. How do I determine impressions in the specific case of Airport digital sign advertising? Let's say, I have 200 displays playing loops of 10-sec ads installed in different areas (boarding lounges, baggage claim area, passport control, etc.) and the annual airport passenger traffic is 12 mln? 2. Are there any articles or studies about average rates for outdoor advertising and digital sign advertising? Thank you!

 

The Media Guru Answers(Sunday, December 14, 2003 ):
1. Assuming the signs are placed to cover all passengers, traffic passing the signs per year is 12 million x the number of these signs the average passenger will see for 10 seconds.

Divide this by the number of ads displayed, to get impressions per ad.

2. Try Outdoor Advertising Association of America and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, December 10, 2003 #6306
DO you have any current ad rate info. The data on the site is almost two years old (Jan 2001) Thanks, Ted

 

The Media Guru Answers(Sunday, December 14, 2003 ):
Go to the sources we cite in our samples.

 


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Tuesday, December 09, 2003 #6305
Guru, 1. What's the purpose to analyse sponsorship program in terms of sponosr view and also media and agency point of view 2. if we want to build media planning/buying specialist, what's the key point to compete against big media service agency thank you

 

The Media Guru Answers(Sunday, December 14, 2003 ):
The purpose is to assign value to judge worth. This might depend on comparisons to mass media efficiency, image-building, good will or other standards.

 


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Monday, December 08, 2003 #6304
IM DOIN AN ASSIGNMENT AT COLLEGE ABOUT MEDIA IMPLOYMENT, I NEED INFORMATION ABOUT SCRIPT WRITERS, DESIGNERS ETC. WITHOUT ANYONE TRYING TO OFFER ME A JOB!! THANKS

 

The Media Guru Answers(Monday, December 08, 2003 ):
The Guru deals with Media planning/Media buying/Media research/Media department management questions

 


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Monday, December 08, 2003 #6303
Hi Guru What would you say are the most important things to include in media brief.

 

The Media Guru Answers(Monday, December 08, 2003 ):

 


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Saturday, December 06, 2003 #6302
Dear Guru, our competitive brand has an amount of loyalists which we expect to get some. Pls consult us in which way in term of both media & marketing. Appreciate should receiving your idea soon. Many thanks

 

The Media Guru Answers(Sunday, December 07, 2003 ):

 


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Saturday, December 06, 2003 #6301
I would like to know HouseHolds of W18-49 and approximate cost of spot to air commerical in syndicated program (Oprah Winfrey and Dr. Phil). Also, what is the Households W18-49 and cost per spot for NBC Today's Show. Your immediate assistance is greatly appreciated.

 

The Media Guru Answers(Sunday, December 07, 2003 ):

 


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Friday, December 05, 2003 #6300
Guru, I am responsible for national marketing programs for a chain of 1000 service/retailers. I am looking for trends on retailers shifting their advertising dollars from broadcast to direct. Our new president seems to think that many of the recent sucesses by companys like Home Depot and others have happened because of their shift in advertising spend. I always appreciate the information you are able to provide, I hope you can help me on this request or point me in the right direction. Thanks,

 

The Media Guru Answers(Saturday, December 06, 2003 ):

 


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Friday, December 05, 2003 #6299
Dear Guru, what does a typical proof of play report look like for a Digital Signage network?

 

The Media Guru Answers(Friday, December 05, 2003 ):
A little new to have "typical." Ask your vendor.

 


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Friday, December 05, 2003 #6298
what is the meaning of advertising or in other words define advertising?

 

The Media Guru Answers(Saturday, December 06, 2003 ):
One dictionary defines it as "the process of attracting public attention to a product or business though paid media." To "product or business" the Guru would add 'political candidate or idea' and add unpaid media.

 


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Wednesday, December 03, 2003 #6297
I am working for a nonprofit that would like to purchase advertising. I am looking for A18-24 CPPs or CPMs for national and spot cable (looking at certain top 100 markets). I am not in an agency so I don't have access to SQAD or any of the other paid resources you mention on the site. I need something that's free, even they're just rough estimates. Thanks!!

 

The Media Guru Answers(Saturday, December 06, 2003 ):

 


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Wednesday, December 03, 2003 #6296
I am an experienced buyer who would like to gain knowledge about the planning side of our business. I have checked out Media Post's Events listings and found no Media Planning Seminars listed. Does the Guru know where I can find additional listings for Media Planning Seminars/Classes?

 

The Media Guru Answers(Saturday, December 06, 2003 ):
The Guru has never supported such seminars.

 


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Wednesday, December 03, 2003 #6295
Where can I find articles about the upscale audience and what they prefer to watch on TV? thanks, tal

 

The Media Guru Answers(Friday, December 05, 2003 ):

 


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Wednesday, December 03, 2003 #6294
guru can u please inform me what is the role of a "brand manager" in a company?

 

The Media Guru Answers(Friday, December 05, 2003 ):
Typically, the person responsible for all a brand's marketing activity.

 


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Tuesday, December 02, 2003 #6293
I am searching out any resources on the responsiveness of television viewers to a television series that is presented in consecutive nights, opposed to the traditional scheduling of one night a week for x number of weeks. Any ideas on research on this topic? Thank you.

 

The Media Guru Answers(Friday, December 05, 2003 ):
The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Tuesday, December 02, 2003 #6292
lifestyle profiles

 

The Media Guru Answers(Friday, December 05, 2003 ):

 


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Tuesday, December 02, 2003 #6291
who has nissan for a client?

 

The Media Guru Answers(Friday, December 05, 2003 ):

 


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Tuesday, December 02, 2003 #6290
impressions

 

The Media Guru Answers(Friday, December 05, 2003 ):

 


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Tuesday, December 02, 2003 #6289
Guru- I would like to know what newspapers can offer in terms of value added to their advertisers. I understand what free stuff you can get out of broadcast and outdoor, but what about print? Thanks!

 

The Media Guru Answers(Friday, December 05, 2003 ):
Free bonus space. Distribution of extra copies at events. Merchandising to retailers. Distribution ot non-subscribers.

 


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Monday, December 01, 2003 #6288
Hi: What is Pooling? Thanks

 

The Media Guru Answers(Friday, December 05, 2003 ):
In what context?

 


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Monday, December 01, 2003 #6287
I own a mobilebillboard truck in DC market. I need to find media buyers that use mobilebillboard trucks. Can you help?

 

The Media Guru Answers(Friday, December 05, 2003 ):
Find agencies that use out-of-home media in AdWeek Directories

 


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Monday, December 01, 2003 #6286
Where can I get info about revenue of classified ads. for newspapers?

 

The Media Guru Answers(Friday, December 05, 2003 ):

 


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Monday, December 01, 2003 #6285
info on frequency value planning

 

The Media Guru Answers(Friday, December 05, 2003 ):
Not exactly a standard concept, but see The Media Planning Paradox

 


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Sunday, November 30, 2003 #6284
I am doing a paper and need to give approximate costs for advertising to a specfic target market in both magazines and TV. I can't find many prices, don't really know where to look, and the prices I have found I don't know if they are for a year or what. (They are for BHG magazine and they give different size ads, it does say "12 months average net paid, calendar year." Can you help me at all!? Please? Thanky you!

 

The Media Guru Answers(Friday, December 05, 2003 ):
"12 months average net paid, calendar year." refers to circulation audit. Magazine and other ad prices are quotes per ad (or for broadcast) sometimes per rating point (CPP)>

 


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Sunday, November 30, 2003 #6283
who has coca cola for a client?

 

The Media Guru Answers(Sunday, November 30, 2003 ):
Starcom Mediavest just won the media assignment. (NY Times 11/25/03)

 


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Saturday, November 29, 2003 #6282
Is there a method for "manually" calculating the reach/frequency of network TV/radio? I know other options exist (Telmar, for example) but would prefer to have my students do it this way if possible.

 

The Media Guru Answers(Sunday, November 30, 2003 ):
25-30+ years ago, planners worked with tables of GRPs by medium or program frequency, etc, baseds on averages of many fully calculated actual measurements but not full scale calculation, which would involve treating each commerical individually. While there might be some value in learning how to take a set of observations and develop a curve, trying to make these base calculations for each plan seems pointless.

The purely manual calculation is extremely complex. For example, in print, as input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Beta-binomial function. There are variants of this formula, which might be preferred, depending on media type and other variables

 


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Saturday, November 29, 2003 #6281
Hi Guru, our competitive brand has a large amount of loyalist in a market which we want to take. Please consult us of which way in term of both media & marketing. Many thanks

 

The Media Guru Answers(Sunday, November 30, 2003 ):
Start with the Guru's Parts of a Media Plan

 


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Thursday, November 27, 2003 #6280
Hello Guru, I'm trying to determine the ideal OTH level for radio campaigns. For instance, do you need 3,4,5 or 6 OTH by week to have a good radio campaign? And is there a relation between OTH and spotlength? Thanks for your answer. S.

 

The Media Guru Answers(Friday, November 28, 2003 ):

 


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Thursday, November 27, 2003 #6279
Effective Frequency

 

The Media Guru Answers(Friday, November 28, 2003 ):

 


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Wednesday, November 26, 2003 #6278
Dear Guru(s), how does one establish an effective reach objective for a media mix? Do you report the effective reach for each medium separately and calculate the 1+ reach for the mix and leave it at that? R.

 

The Media Guru Answers(Friday, November 28, 2003 ):
Media software can readily report total media 3+ reach.

Click here to see past Guru responses about levels.

 


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Wednesday, November 26, 2003 #6276
can you pls direct me to a site for a beginner in media planning and buying whith definition and explanation for media terms. Thank you.

 

The Media Guru Answers(Friday, November 28, 2003 ):

 


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Wednesday, November 26, 2003 #6275
Dear Media Guru, We did a multiple regression analysis to correlate the Nielsen Awareness scores achieved by a brand with the media weights delivered by the brand. The entire category advertises only on Television. The dependent variable was the current awareness score for a brand (Y). The independent variables examined for the analysis were Share of Voice achieved by the brand in the Category in the week (X1), Awareness in Previous Week(X2) and 1+ Reach achieved by the brand in the week (X3). This analysis was done for a eight-week period. The tracking continues. Hence, we are planning to extend the analysis and build a more robust base on which the analysis can be extended. The R-Square values we obtained after multiple tests for Current Awareness with all three independent variables is 0.94 The R square values for any other combination is below 0.3 The question is a) Is this a collectively exhaustive list of what can cause impact on the awareness score ? b) Is there any flaw in the method used ? Regards RSV

 

The Media Guru Answers(Friday, November 28, 2003 ):
The method seems reasonable. The only other variables which immediately occur to the Guru are
  • # of competitors.
  • Ratio of share of market to largest SOV competitor. (i.e. 25% SOV might have a different impact against four other smaller competitors than against just one at 75% SOV).
  • Some measure of commercial impact, like recall

 


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Tuesday, November 25, 2003 #6274
If a rating point is the percentage of the audience that could see the message, then what is the difference from reach? I work at a small agency, and we have gotten rid of our software. I used to be able to plug a plan in, and it would compute my reach and frequency, based on the ratings. How can I figure this out without software, if I know the rating points and GRP's?

 

The Media Guru Answers(Friday, November 28, 2003 ):
Each advertising exposure has certain rating points. For a single such exposure, Rating equals Reach.

For a Schedule, each of the various exposures will duplicate a portion of the audience of the other exposures. The sum of the ratings, less the Duplicated audience is the reach. The sum of the ratings is open-ended. Reach can approach - but not exceed - 100% of the target.

The calculation is complex, and software is worthwhile, especially pay-per-use software like our own eTelmar.

For example, in print, as input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Beta-binomial function. There are variants of this formula, which might be preferred, depending on media type and other variables.

 


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Tuesday, November 25, 2003 #6273
I am trying to gather research on the topic "no impression is created equally." Specifically I'm looking for a ratio for TV impressions compared to a consumer magazine impressions and stadium signage impressions. In your archives, I have found where you reference going to The Advertising Research Foundation Info Center (July 16th, 2001#4581). Do you have a current take on an impression weighting factor comparing TV to magazines and stadium signage? Thank you.

 

The Media Guru Answers(Friday, November 28, 2003 ):
Generally, advertisers develop thier own indices based on results they experience. Obviously print's strength vs TV's is very different for a women's fashion brand than for a beer.

 


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Monday, November 24, 2003 #6272
how do I determine radio rates in specif markets?

 

The Media Guru Answers(Thursday, November 27, 2003 ):

 


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Monday, November 24, 2003 #6271
Need to justify the investment in brand awareness

 

The Media Guru Answers(Friday, November 28, 2003 ):
How many customers does the brand have who are not aware of the brand?

How many more might there be if there were greater brand awareenss?

 


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Monday, November 24, 2003 #6270
I am finding it difficult to find information on LLoyds TSB media plan, where i can get his from? i am a PHD STUDENT, in desperate need of help.

 

The Media Guru Answers(Friday, November 28, 2003 ):
If you mean to learn what media schedules have been running you need a media tracking service, such as Nielsen Media.

If you mean to learn their media plan for the immediate future, such information is considered a trade secret and should not be expected to be available.

 


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Friday, November 21, 2003 #6269
Name the top two rock-formatted stations in the Chicago metro with Men 25-54 (AQH)

 

The Media Guru Answers(Saturday, November 22, 2003 ):
For these specifics, you need Arbitron. For total audience ratings with format data, consult Radio and Records.

 


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Friday, November 21, 2003 #6268
How many counties make up the Washington DC MSA? TSA? DMA? What is the largest county in this metro?

 

The Media Guru Answers(Saturday, November 22, 2003 ):
These are Nielsen's definitions.

 


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Friday, November 21, 2003 #6267
What is the top station in the Minneapolis metro with Adults 25-54 for AQH, Cume, and TSL? Provide 3 different answers based on the three estimate types.

 

The Media Guru Answers(Saturday, November 22, 2003 ):
See Arbitron.

 


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Friday, November 21, 2003 #6266
Who owns Arbitron?

 

The Media Guru Answers(Saturday, November 22, 2003 ):
Arbitron, Inc. is a publicly traded corporation. Click here to see the 2002 annual report.

 


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Thursday, November 20, 2003 #6265
CPP

 

The Media Guru Answers(Thursday, November 20, 2003 ):
"Cost Per (rating) Point

 


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Thursday, November 20, 2003 #6264
Is there a source for BDI/CDI numbers that my students can be directed to?

 

The Media Guru Answers(Saturday, November 22, 2003 ):
BDI data is specific to a brand and based on the brand's sales by market. CDI is product category specific. These data are generally treated as confidential. AC Nielsen, which conducts such measurements for marketers, might have demonstration data.

 


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Thursday, November 20, 2003 #6263
Dear Guru, Could you please tell me "For continuty exposure for 2004 plan, how to judge and measure minimun but sufficient TV weight?" Thank you very much....

 

The Media Guru Answers(Saturday, November 22, 2003 ):
See articles in our Ephron on Media section.

 


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Wednesday, November 19, 2003 #6262
Can you please explain how I should value TV programme sponsorship ie what are the equations

 

The Media Guru Answers(Friday, November 21, 2003 ):
Click here to see past Guru responses

 


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Wednesday, November 19, 2003 #6260
How can I determine the response rate between web and call center when web address and 800 number are included in all advertising and communications?

 

The Media Guru Answers(Friday, November 21, 2003 ):
Ask "how did you learn of this offer?"

 


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Wednesday, November 19, 2003 #6259
Guru, you have no idea how happy I was to stumble on you through a browser. I have been tasked with researching and creating a media plan for a huge client in three regions of the country. I have the current media for newspapers in their markets purchsed but I have no idea if I am missing out on venuews and have no idea where to begin researching all of the resources. In addition to the print media, I have been tasked with guerilla tacktics, coffee sleeve vendors, pizza box toppers, Out door, Interior and Exterior posters and misc. alternative media. The client is requesting trending and ROI for their specific markets. Can you point me to a resource(s) that could help me or even an organization to join for future education on these things. My other option is to find a listing off all the providers for these types of advertising and PR. Thanks in advance for your help with this.

 

The Media Guru Answers(Thursday, November 20, 2003 ):
You need an ad agency or media service. You could identify vendors through Standard Rate and Data Service (SRDS).

 


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Wednesday, November 19, 2003 #6257
What magazines advertise home media and electronics

 

The Media Guru Answers(Thursday, November 20, 2003 ):
There are enormous numbers of these. Many have your kewords in their titles. SOme have "stereo" or "audio." Search the web for combinations of those words + magazine or use Standard Rate and Data Service (SRDS).

 


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Wednesday, November 19, 2003 #6256
Dear Guru, Would you please explain to me the difference between Nielsen Cable Ratings Data versus that of cable data supplied by NCC or Adlink? My understanding is that NCC / Adlink ratings are: 1) does not reflect local market data (DMA specific) 2) provides information based upon cable households instead of DMA based ratings. If you would please confirm. Thank you.

 

The Media Guru Answers(Thursday, November 20, 2003 ):
It is historically normal that sellers use ratings based on their coverage area or user base while Nielsen uses standard geographies such as DMA's. Ask the vendor for the specifics.

 


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Tuesday, November 18, 2003 #6255
What is the CPM of internet advertising? What is on-line advertising rate?

 

The Media Guru Answers(Thursday, November 20, 2003 ):
CPM $1-$300. Rate of what?

 


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Tuesday, November 18, 2003 #6253
What is the best source for finding cable cpp in a given DMA?

 

The Media Guru Answers(Thursday, November 20, 2003 ):
Talk to 2 different reps. Start with SpotCable.

 


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Tuesday, November 18, 2003 #6252
Is there a competitive media spending source for B-to- B.? The companies I need to analyze are insurance and health-care types and they advertise in trade pub's in those fields.

 

The Media Guru Answers(Thursday, November 20, 2003 ):
Both CMR (Competitive Media Reports) and Nielsen Monitor Plus offer B2B resources in one way or another.

 


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Saturday, November 15, 2003 #6248
Not exactly media but ... how can I figure out what the CURRRENT typical Nancy Drew and Hardy Boys readers(age 8-12) buys, also reads, does after school, etc?

 

The Media Guru Answers(Thursday, November 20, 2003 ):
The Guru doubt that anyone other than their publisher has specific research on these readers.

 


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Friday, November 14, 2003 #6247
reach and frequency standards

 

The Media Guru Answers(Saturday, November 15, 2003 ):
R&F standards for what?

 


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Thursday, November 13, 2003 #6246
I'm a little confused about your answers to my two questions (#6233 dated November 4th) becuase they seem to contradict eachother. If one household impression is often worth more on Network TV than Cable TV (answer 2), then how can the CPM rate for a Network TV Spot be the same as a Cable TV Spot with the same rating (answer 1)? Is it accepted by the industry to charge more for a Network Spot than a Cable TV Spot even if they are reaching the same amount of people? If so, any insight as to why would be of great help. Thanks in advance!!!!

 

The Media Guru Answers(Saturday, November 15, 2003 ):
There is a difference between price and value. If two spots are in the same programming, with the same audience size, and same commercial clutter, there is little rational basis for different cpm. Yet, in the real world, because of tradition, marketplace attitudes or negotitation, the difference exists.

 


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Thursday, November 13, 2003 #6245
Mr. Guru, first off, i speak for everybody by saying we appreciate your help. I'm wondering if you know where I can go to purchase a database of brand/agency contacts who buy media. I'm trying to sell off some network TV spots, but would like to avoid relying on company operators to connect me with the appropriate people. Any pointers would be greatly appreciated. Best,

 

The Media Guru Answers(Saturday, November 15, 2003 ):
AdWeek Directories is the only available directory approximately of the sort you want of which the Guru knows, but regarding specific staff, it will probably not have the names you want.

 


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Thursday, November 13, 2003 #6244
Re Electornic Retail Network (formerly CableConnect). They put together remnant TV invrntory - broadcast and cable in local markets - Do you know anyhting else about this operation or have an opinion?

 

The Media Guru Answers(Thursday, November 20, 2003 ):
The Guru does not know this company and finds that its web site ernMedia is not cuurently accessible. "Remnant space" is what someone couldn't sell and is often a low cost option when you have no particular rating / programming standards.

 


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Thursday, November 13, 2003 #6243
On average, what is the % of unaided ad recall for TV & magazine print respectively. Does TV have a higher ad recall than print?

 

The Media Guru Answers(Saturday, November 15, 2003 ):
Recall is defined differently in the two media and measured differently. There are so many other differences that comparing the two is relatively meaningless.

 


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Thursday, November 13, 2003 #6241
Dear Guru, what is OTS? tal

 

The Media Guru Answers(Saturday, November 15, 2003 ):

 


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Thursday, November 13, 2003 #6240
How do we calculate affinity index in print?

 

The Media Guru Answers(Saturday, November 15, 2003 ):
Assuming you want to work with readily available syndicated rese4arch, such as MRI, the simplest way might be to look at loyalty. This can be expressed as the percentage of reader who read 3 out of 4 issues and indexed to an average for a considered set of publications.

 


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Tuesday, November 11, 2003 #6239
What does PUR stand for?

 

The Media Guru Answers(Saturday, November 15, 2003 ):
"Persons Using Radio"

 


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Monday, November 10, 2003 #6238
Hello Guru! Are there any case studies or other research availible on the best ways to build a plan targeting Media Planners & Buyers? For clarification, I'm looking for something beyond an analysis of BPA/ABC statements for the trades (MediaWeek, etc). Thanks in advance!

 

The Media Guru Answers(Saturday, November 15, 2003 ):
Plan building methods do not vary because the target changes, they shold reflect marketing goals. Broadly, B2B has differences versus consumers. There will be articles to examine in media trade publications, such as MediaWeek

 


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Friday, November 07, 2003 #6237
What is the editorial environment, quality reproduction, merchandising opportunities, special editions, and demographics of Vogue magazine?

 

The Media Guru Answers(Sunday, November 09, 2003 ):
These are questions for the media kit or sales staff at Vogue. Visit CondéNet the site of Vogue's parent, Condé Nast.

 


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Friday, November 07, 2003 #6235
Hi Guru Is there research on effectiveness of advertising in cinema's (i.e. compared to TV)? Do you know something about research on the relation between medium reach and advertising reach in cinema? Can you tell me about the effectiveness of the combination of cinema and TV, radio, print or outdoor? Can you tell me about the quality of the reach of a cinema commercial? What do you think of the future of the cinema as an advertising medium? I'm a media planner from the Netherlands Thanks a lot Kind regards Michiel Veugelers

 

The Media Guru Answers(Sunday, November 09, 2003 ):
Cinema advertsing has not amounted to much in the US, where advertising is virtually everywhere. It has been more important in Europe. Perhaps ESOMAR, the European Survey, Opinion and Market Research Organization has some data.

 


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Thursday, November 06, 2003 #6234
1. Could you teach us how to update our knowledge, skill & technique as media person in ad industry 2. what's your hint in making media strategy based in different industry category. example : in telecomunication, food, banking/finance industry what is the key factor thanks before

 

The Media Guru Answers(Sunday, November 09, 2003 ):

 


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Tuesday, November 04, 2003 #6233
When one is buying tv spots during sports programming on various TV Networks, should the CPM rate for :30 spots be set higher for network tv vs. cable tv? In other words, is an impression worth more on network tv than cable tv?

 

The Media Guru Answers(Sunday, November 09, 2003 ):
No, not if the rating is the same. Yet it often is.

 


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Tuesday, November 04, 2003 #6232
Guru, My client wants to plan a national radio buy and wants to know what the cpp would be. I know SQAD provides this data by market, but is there any resource for national radio cpp?

 

The Media Guru Answers(Sunday, November 09, 2003 ):
The Guru's method is to talk to reps. Ask each what is the cpp of the competitors

 


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Tuesday, November 04, 2003 #6231
Please explain the difference between a hard interconnect and a soft interconnect in regards to cable. Is there a resource online to look up a market and find out whether it is a hard or soft interconnect?

 

The Media Guru Answers(Sunday, November 09, 2003 ):
As the Guru understands the terms, they are analagous to wired vs unwired spot. "Hard interconnect" allows using a single tape to cover the market list. Soft is a sales arrangement, which might require trafficking multiple 'dubs' of the copy.

NCC may offer information, but "Hard interconnect" is likely to be a service of major cable MSO's like Comcast, TimeWarner and Cablevision, etc.

 


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Tuesday, November 04, 2003 #6230
Recently I have seen more advertisers in metered markets require 95% posting since there are overnight HH ratings available to monitor the buys. 1)Is there an industry standard for this in metered vs. non-metered markets? 2)Is there a standard calculation that can be used to convert HH numbers to specific demos?

 

The Media Guru Answers(Sunday, November 09, 2003 ):
No and no.

 


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Monday, November 03, 2003 #6229
Dear Guru, please help. When can I discover some information about influence of clutter on outdoor advertising effectiveness? Or maybe You can send me some articles about this matter. Thank You in advance, Alexey

 

The Media Guru Answers(Sunday, November 09, 2003 ):
You would need to define "clutter" in the outdoor context. Is it Multiple posters in one locations, along one street, in a metro area?

Try Outdoor Advertising Association of America and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Saturday, November 01, 2003 #6228
Hi media guru!i study advertising and marketing communications at bournemouth university, England and have been set a media planning assignment.I need detailed information about British Airways' current media strategy and their competitor's, any ideas where i can get this information from?Thanks!

 

The Media Guru Answers(Saturday, November 01, 2003 ):
If the advertising trade media such as Campaign Magazine have covered this, perhaps. Media strategies are usually treated as trade secrets.

 


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Friday, October 31, 2003 #6227
Is there a source who can help our agency place ads in Oregon High School newspapers?

 

The Media Guru Answers(Saturday, November 01, 2003 ):

 


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Friday, October 31, 2003 #6226
How can one calculate decay rate for GRPs from continuously tracked data?

 

The Media Guru Answers(Saturday, November 01, 2003 ):
GRPs are simple arithmetic quantities. They do not exhibit "decay." Perhaps you mean some related measure?

 


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Thursday, October 30, 2003 #6225
Dear Guru, We are installing a Digital Display network in a warehouse-type retail store chain. There will be 30 screens per store that will run loops of ad copies of vendor products and in-store services. All scheduling will be controlled remotely from one location. In your opinion, what will be the best way to measure the effectiveness of this type of advertising? Thank you!

 

The Media Guru Answers(Friday, October 31, 2003 ):
Simple:

Ideally, track before and after purchase of the products and services advertised.

Or (less accurate, but not bad) compare to another store without screens.

 


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Tuesday, October 28, 2003 #6224
I'm looking for any publications or resources that will help me do a comparison of buying Network cable to Local cable. For example, I want information that will give pointers/comparisons on how to persuade a national advertiser (McDonald's, Burger King, etc) from buying ONLY National cable to also Buying LOCAL cable. Any resources that you know of that could help me out would be greatly appreciated.

 

The Media Guru Answers(Friday, October 31, 2003 ):
First, ask yourself what are all the reasons that an advertiser uses National Cable?
  • Efficiency vs broadcast network
  • Programming that relates better to the product or target audience
  • Overall demographics of the channel purchased
  • Reach expanision vs Broadcast alone
  • Etc.

Now ask yourself which of these things does Local Cable also offer or have a relative advantage?

E.g.

  • Same programming (if you can offer the same selection)
  • Localized deliverywhere the store or product distribution is.
  • Better efficiency than broadcast spot?
  • Reach expansion?
  • Etc.

 


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Tuesday, October 28, 2003 #6223
Dear Guru, how do I calculate CPM for digital displays? Let's say there are 20 digital screens in a Costco type store, in different departments. What data do I need and how do I calculate the CPM? What do you think will matter to the potential advertiser: the overall store CPM or per-screen CPM? Thank you.

 

The Media Guru Answers(Friday, October 31, 2003 ):
What matters to the advertiser is schedule cpm. Calculate based on what is being purchased. Can the advertsier buy just one store? Just one screen? Or is it a nework buy?
Budget ÷ exposures = cpm.

 


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Monday, October 27, 2003 #6222
approximately how much does it cost to advertise on Cable's M.T.V and BET

 

The Media Guru Answers(Friday, October 31, 2003 ):
Contact these networks directly to discuss demographics and schedule.

 


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Monday, October 27, 2003 #6221
I have looked for the answer to this question, but don't think it is out there... I want an average CPG for Magazine (cross all types of editorial- just a general value) and Newspaper. If you have seen an acceptable definition for Internet and/or Outdoor, I am all ears... Thank you in advance for any advice you can give!

 

The Media Guru Answers(Friday, October 31, 2003 ):
Assuming you mean Cost per GRP, this quest is pointless. At a minimum, defining a target demo is is necessary. Even then, averaging across "Juggs" and "New Republic," etc. to get a CPG for women 18-34 is meaningless.

For online or outdoor, the same demographic issues apply and the choices of media are virtually infinite. Nevetheless the Guru imagines that $5 - $8 cpm is realisltic for these latter media, generally.

 


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Monday, October 27, 2003 #6220
how do media planners use this site

 

The Media Guru Answers(Monday, October 27, 2003 ):
Each year at this time, apparently some teacher assigns this question. And as you have discerned, one use is asking the Guru how to do your schoolwork, Click here to see past Guru responses on the topic.

 


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Saturday, October 25, 2003 #6219
Aside from MMA what other media mix modeling firms (exclusive of agency media operations) are there? I need to compile a list of names to contact. Thanks-

 

The Media Guru Answers(Saturday, October 25, 2003 ):
As this is a relatively new arena, and the concept seems more often to come under "marketing mix modeling," the Guru would not presume to offer a comprehensive list. The field apparently also includes Hudson River Group, Knowledge Networks, and Decision Craft.

 


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Friday, October 24, 2003 #6218
Dear Guru, My company is planning to try out POP digital signage advertising. Could you recommend any Digital Signage networks in any big DMAs as well as who (agencies) should we approach to place ads?

 

The Media Guru Answers(Sunday, October 26, 2003 ):
Any agency should be able to handle placement. The Guru would begin by asking the store chains where your POP would be placed about who operates the digital signage in their locations.

 


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Friday, October 24, 2003 #6217
What is the rationale for using a mix of :30 and :15 second spots vs. either alone?

 

The Media Guru Answers(Sunday, October 26, 2003 ):
:15s cost less than :30s. Therefore, replacing some :30 spots with :15s extends the schedule, yielding added reach / frequency / impressions, etc.

:30s generally communicate more / better than :15s. Often a schedule begins as all-:30 before :15s are mixed in once the message ius established.

 


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Thursday, October 23, 2003 #6216
Hi Guru! It's been a while :). If an agency is asking a print sales rep for "Empirical Data" what are they talking about? Thanks!

 

The Media Guru Answers(Sunday, October 26, 2003 ):
Hello again, Tara.

"Empirical data" means tested/proven data, as in the scientific method. Dropping a rock over and over again is an empirical test of gravity.

In your context, the question might refer to sales results, especially if this is DR. More broadly, the reference might be simply a request for audience survey data (MRI / Simmons. etc)

 


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Wednesday, October 22, 2003 #6215
Why should I buy local cable instead of NETWORK cable? What are the benefits to buying local cable versus NETWORK cable?

 

The Media Guru Answers(Sunday, October 26, 2003 ):
Generally, network cable will be much more efficient in cpm than local cable. Local cable can be far less expensive, out-of-pocket than national, if you have a small geography in which to advertise. Many local cable systems have their own localized programming (e.g. NY "Channel 1" or Cablevision's "Metro" channels) which can be a good environment for local sales.

 


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Tuesday, October 21, 2003 #6214
What are some good alternative media I can recommend to a client who wants to curtail telemarketing in light of the "Do Not Call" legislation?

 

The Media Guru Answers(Sunday, October 26, 2003 ):
It depends on many things, including target and product type. Click here to see past Guru responses about media selection.

 


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Monday, October 20, 2003 #6213
Is there any research on the subject effective advertising for seasonal waterparks? What is the best media mix?

 

The Media Guru Answers(Sunday, October 26, 2003 ):
This seems a little narrow as a topic about which research might be published, but try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Monday, October 20, 2003 #6212
Dear Guru, Could you please tell me some methods which can help for budget setting. Thanks alot

 

The Media Guru Answers(Sunday, October 26, 2003 ):
Budget setting is not a media function. Budget is a given which the media planner takes as input. If you mean setting budgets among media plan elements, click here to see past Guru comment on budgets.

 


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Sunday, October 19, 2003 #6211
Hello Guru. Regarding your answer of 4 October concerning my question about the difference between communication obj, ad. ob, and media obj. What do you think about next reflection concerning hierarchical steps to follow? step 1: Business obj. step 2: Marketing obj. step 3: Marketing strategy = how will the marketing obj. be achieved? Anwer: by Marketing MIX step 4: Communiction obj (which is one of the 4 P's) step 5: Communication strategy. How will the communication obj. be achieved? Answer: by communication MIX step 6: Advertising obj step 7: Advertising strategy. How will the advertising obj. be achieved? Answer: by advertising MIX step 8: Media obj. step 9 Media strategy It was in this context that I wanted to know what the difference is between communication, advertising and media objectives. What do you think? Thanks already!

 

The Media Guru Answers(Sunday, October 19, 2003 ):
As you state the question, everything before the media objectives is outside the Guru's sphere. For what it's worth, The Guru believes Communications strategy / mix are redundant in your heirarchy, and message is neglected.

 


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Sunday, October 19, 2003 #6210
What is the total estimated profit the news industry made with its content and the advertising industry made so far in 2002-2003?

 

The Media Guru Answers(Sunday, October 19, 2003 ):
The news industry's content profit is based on advertising plus subscriptions. Neither the news industry nor the advertising industry publishes "profit" data, other than the publicly held companies within these industries. These largest public companies do not necessarily identify profit specifcally from these activities, e.g. AOL / Time Warner, which has many interests outside these areas (how much of AOL subsription revenue is attributable to news or advertising? How much of this is "profit?"

Examine trade articles such as those in Ad Age and WSJ, for indications.

 


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Sunday, October 19, 2003 #6209
How is recency theory justified when the entire world is talking effective frequency?How do we know when the TG is going to purchase?

 

The Media Guru Answers(Sunday, October 19, 2003 ):
The entire world has been talking effictive frequency for 30 years, yet not all have followed it.

Recency theory does not oppose effective frequency, it is a different approach to it, comsidering that in a continuous plan, 3 exposures are reached early and all additoinal exposures are effective, rather than only considering exposure in an arbitrarily defined measurement period.

One particular specifically reason for receny is that the time when the TG will purchase is unknown so the best chance to be the most trecent exposure, which is the most effective exposure, is to advertise continuosly. There are minima, even for recency.

Further, the popularity of an older theory is never a valid arguement against the value of a newer one.

 


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Friday, October 17, 2003 #6207
I have an international planning question. In the US, a measure of advertising spend is GRPs. The UK uses the same, Australia uses TARPs. Where can I find information about other countries - how they measure ad spend and what the top mediums are to go into? Thank you.

 

The Media Guru Answers(Sunday, October 19, 2003 ):
GRP, etc is a measure of communication weight, not of spending. You will have to survey trade media od the various nations to gain the understanding you seek.

 


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Friday, October 17, 2003 #6206
Dear Guru, I've read Erwin Ephron's article on Adstock. Is Adstock widely used in the US? Also, other than reach/frequency goals, the Recency Theory and Adstock, are there other theories currently being used or debated? Thanks

 

The Media Guru Answers(Saturday, October 18, 2003 ):
As Efron himself says: "In the US most agencies schedule media without much regard to Adstock carry-over effects, because we have learned that immediate response to advertising dissipates rapidly."

 


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Monday, October 13, 2003 #6205
Dear Guru, Regarding your response to my earlier question about traffic sponsorships (#6182), the :10s do allow for last minute changes. The :15s are produced. How will this effect the weighting? Do you have a recommended weighting that should be applied? Thanks again.

 

The Media Guru Answers(Saturday, October 18, 2003 ):
This difference is not something for which the Guru would apply weighting. Ask yourself: Is there an advantage to last mintue changes? Is your product weather related, (like rain boots)? Or traffic situation related (like cellphones)? Or is it subject to frequent price change, like bank rates? If there is no advantage to last minute changes, ignore it. If there is then that may be far more impoirtant than copy length.

 


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Monday, October 13, 2003 #6203
advertising media in the philippines

 

The Media Guru Answers(Monday, October 13, 2003 ):

 


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Friday, October 10, 2003 #6197
Our office has noticed a significant inflation in the Charlotte market for '04 planning. We understand the combination of it being a political and Olympic year would contribute to a portion of the increase, but a 30% inflation (as compared to 7-10% in our other markets) seems out of line. Do you know of any other significant contributing factors for this area's increase?

 

The Media Guru Answers(Monday, October 13, 2003 ):
First, check whether the blip affects all media. Then consult SQAD, which tracks speciific markets' inflation oddities.

 


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Friday, October 10, 2003 #6196
Do you know of a "free" source to compare TV dayparts demographics?

 

The Media Guru Answers(Monday, October 13, 2003 ):
The Guru does not believe any generally available free source exists with enough detail to be useful.

 


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Thursday, October 09, 2003 #6195
What is the correct process for analyzing comparable period retail sales? Specifically, we are working on a project that would not only compare comparable sales periods (year over year), but also compare a sale window to a pre-sale window. Thanks in advance for your feedback.

 

The Media Guru Answers(Monday, October 13, 2003 ):
The Guru assumes you mean to compare advertising performance in these periods. The simplest approaches are comparing budgets or weight (GRP). Many refinements are possible as to media mix, reach. frequency, etc.

 


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Thursday, October 09, 2003 #6194
How can media house with multi media properties leverage itself to achieve accelerated revenue growth? Are there any models of media owners successfully selling cross media properties?

 

The Media Guru Answers(Monday, October 13, 2003 ):
Search the literature. Try AdWeek, Ad Age, Media Magazine, Wall Street Journal

 


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Wednesday, October 08, 2003 #6193
Dear Guru, I work for an up and coming Digital Signage aka narrowcasting company and I am attempting to approach media buying companies and advertising agencies with an opportunity to add my companies services to their portfolios. We already have thousands of locations carrying our displays. How receptive do you think these companies will be to what I have to offer and how should I approach these companies? Thanks. Anthony NAMCT

 

The Media Guru Answers(Monday, October 13, 2003 ):
In one sense, you are like any new magazine or tv outlet. You need to let media decision makers know that you exist, that you have a specific audience, and have a particular way of affecting that audience.

If you are a different kind of medium you also need to establish the benefits to the advertiser of the difference. Never make the mistake of assuming simply being different is enough.

Are you like outdoor, but animated? Or like in-store signage? Or are you TV that intercepts viewers in sales-advantageous locations?

Emphasize marketing reasons you should be bought, not the uniqueness. You are convincing communicators, not investors.

 


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Wednesday, October 08, 2003 #6192
are on-line ads effective

 

The Media Guru Answers(Friday, October 10, 2003 ):
Yes

 


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Wednesday, October 08, 2003 #6191
what's your recommendation book about techniqs & strategy in planning & buying media for the most up date

 

The Media Guru Answers(Friday, October 10, 2003 ):
See AMIC Bookstore (in association with Amazon.com).

 


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Tuesday, October 07, 2003 #6190
Hi Mr.Guru. May I ask Where I could find out some articles regarding to key challenges to advertising/media industry in recent years? Thanks a lot!

 

The Media Guru Answers(Friday, October 10, 2003 ):

 


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Tuesday, October 07, 2003 #6189
Dear Guru, With all due respect, I had written you back in September about a situation I was encountering (below) and received a response that I found extrememly puzzling. You said that my question had to do with copy opposed to media. Guru, copy is a part of media and a vital one at that. You also sent me to a link where you mentioned wear out. I went to the link and didn't find much to answer my question. Being sincere with my next question, why do you spend time to respond in depth to people with ridiculous questions (How do I buy spot cable, what's a CPM, etc) from people who could find the simple answer in a "Media 101" book, while mine is a rationale, functioning question and concern? Product life (packaging influenced) is also part of media. Why blow all of this off? Thank you, CRH Previous question: Dear Guru, 2 Qs: 1.) My client created a TV ad campaign and RIGHT before we launched, a competitor with lower quality/lower price/larger packaging had close to the SAME TV ad campaign! I feel product confusion has happened between my client's premium brand and that of the less expensive "knock-off" product. Do you concur? Any research to back this theory? 2.) Because of my theory, I have advised my client to change ads IMMEDIATELY. They have agreed and we will begin to advertise our OLD ADS starting October. I feel "ad quality restoration" has been achieved through our previous ad's 6 month hiatus. My client and I find that our campaigns last for about 6 months before we experience ad wearout, based on copy and frequency wearout. However, returning to an OLD AD where we are basing campaign results on ad quality restoration, how long will our old ads last, given new ads burnout in 6 months? should we plan on only 3 months since the audience will quickly remember the ads again? Your thoughts? Any research to back this up? Please help! -Media guru grasshopper. The Media Guru Answers(Sunday, September 14, 2003 ): Much of this question is about copy and product, not media. Regarding the wearout issue, there will probably be quicker wearout than with a new ad, but that is hard to quantify.

 

The Media Guru Answers(Friday, October 10, 2003 ):
1.) Regarding copy vs. media, quite simply, you are wrong.

Advertising is two essential elements:
Copy (creative message or "the Ad," and
media, the vehicles (TV/Radio/Magazines/Outdoor/Online) which deliver the Ad to the audience.

The Guru deals with the planning, buying and analysis of media. This has nothing to do with copy, the advertising message itself except to decide whether the media is suitable to carry the message and communicate effectively with the target audience. Often, a media professional determines for which media copy should be created to best reach or influence the target, but this is far from deciding marketing or message strategy.

2.) The Guru's past responses about wearout include 50+ more or less detailed comments on the topic, which is a subjective concept at best. If you can define wear out, you can measure it.

3.) The Guru's stated purpose is to answer questions about media planning/buying/research. People who aske "media 101" questions didn't take the course, and the Guru would not accomplish much by telling half his users to look at a text book. Occasionally, that might be the only answer, but the Guru preferes to deal directly with media questions.

If you have signed up for a media position but have found yourself making copy decisions, that's a problem. But not a media problem. Luckily for you, AMIC offers a double-your-money-back on the fee for using the Guru, if you are not satisfied with the answers.

 


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Saturday, October 04, 2003 #6187
What are the guidelines for writing a good media brief Inqusitive - India

 

The Media Guru Answers(Saturday, October 04, 2003 ):
Of course clear and concise language is critical. Otherwise Click here to see Guru's media brief specifics.

 


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Friday, October 03, 2003 #6186
Is it legal and/or within FCC regulations for a cable system to decline to accept a media order because the product advertised competes with the another company owned by the cable system's parent. The parent is a huge conglomerate. Thanks.

 

The Media Guru Answers(Friday, October 03, 2003 ):
The Guru does not give legal advice. But this is not an uncommon action by the media.

 


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Thursday, October 02, 2003 #6185
Dear Media Guru: Where can I find the segments that comprise the SMRB Behavior Graphics? I'm used to having a codebook, but SMRB no longer sends these to us. Where can I find out more about Behavior Graphics?

 

The Media Guru Answers(Friday, October 03, 2003 ):
Consult your Simmons client service rep.

 


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Thursday, October 02, 2003 #6184
Hello Guru, Could you tell me what's the difference between communication objectives, advertising objectives and media objectives? What's the difference between advertising mix and media mix? Thanks already.

 

The Media Guru Answers(Saturday, October 04, 2003 ):
To address these in a logical order:

  • Advertising objectives are broader and will include such details as message content and strategy
  • Media objectives are more specific to media planning and buying, including media budget, target, seasonality, geography, ad environment.
  • Communications objectives are narrower stiil, addressing such issues as reach / frequency levels and flighting

Advertising mix includes media plus direct mail, collateral materials, promotion, etc. Media mix is a narrowed focus encompassing items like TV, Radio, Print, Online.

 


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Wednesday, October 01, 2003 #6183
It is suggested that cable tv be bought the same as radio. With this in mind, should the cable cpp also be the same as radio?

 

The Media Guru Answers(Saturday, October 04, 2003 ):
Cable's ratings size and reach invite comparison to radio. But people may view quite differently. Since cable has more frequent ratings, other buying issues arise.

CPP will likely be higher.

Hey, it is TV.

 


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Tuesday, September 30, 2003 #6182
Dear Media Guru, In our market we have two companies that offer radio traffic sponsorships. I have been asked by a client to compare the two in order to show which one offers the best exposure and the best "bang for the buck." One company offers live :10 reads on over 19 stations the other offers taped :15s on 9 stations. I know that I can use strata to combine all the stations for each group to get an overall rating average, but I am wondering if I should weight the ratings since these are not :60s. What do you advise? Also, besides, grps, cpp and cpm is there any other data that I should include in my comparision to show the strengths or weaknesses of each group? Thanks! KJG

 

The Media Guru Answers(Saturday, October 04, 2003 ):
Weighting is reasonable. Do the "live" versions allow last minute changes? If "live" means simple announcer script, but taped meand full production, you need to quantify the difference. It might be more significant than just the length difference.

 


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Monday, September 29, 2003 #6181
How do I buy netowrk cable/national? My experience has only been in spot. Is it based on CPMs?

 

The Media Guru Answers(Saturday, October 04, 2003 ):
Yes, cpm (with guarantees) is a basis. Begin by talking to a few salesmen to get an idea. Ask about "recaps" which are extra spots put into the schedule to assure guarantees will be made, but which may be dropped if ratings track well.

 


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Monday, September 29, 2003 #6180
Dear Guru, This is further to my question on having a classfieds section in a marketing magazine with a niche readers community (i.e specifically from advertising/media/marketing/PR). The reason I asked this question was regarding Classfieds section, the advertisers you would be targeting would be very low budgeted and it happens that they are not aware of your magazine and its readership, as a seller, you know that you are going to provide the right kind of audience, but these advertisers generally do not get convinced or at times doubtful about advertising in a classifieds section with a frequency of monthly! how do you suggest to market it? or your opinion to have a classfieds section in a monthly magazine where the readers take their own time to read?

 

The Media Guru Answers(Saturday, October 04, 2003 ):
You need to assume that potential classified advertisers are either
1) your readers or
2) are interested in your readers.

The first group will be reached by in-book advertising. The second perhaps by listings in Standard Rate and Data Service (SRDS) and the like.

 


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Saturday, September 27, 2003 #6179
What is your opinion about having a CLASSIFIEDS SECTION IN A MAGAZINE WHICH IS TARGETING ONLY A NICHE GROUP I.E. MARKETING & MEDIA COMMUNITY?

 

The Media Guru Answers(Sunday, September 28, 2003 ):
Any medium may offer classifieds. The niche aspect deos not seem relevant. The ads will target whoever is the audience of the medium. Perhaps the Guru perhaps does not understand fully the point of your query.

 


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Friday, September 26, 2003 #6178
Dear Guru, How do you see the future of Digital Signage aka narrowcasting industry? Will it be able to grab a significant segment of the advertising market? What parts of traditional advertising budgets will suffer as a result of budget reallocation in favor of digital signage? What are the main obstacles to its advance?

 

The Media Guru Answers(Sunday, September 28, 2003 ):
Digital signage is likely only to displace a portion of out-of-home. Installation may always be too expensive to make it a true mass medium, although the impact in certain high traffic locations can be great.

 


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Friday, September 26, 2003 #6177
How much and where did HBO spend when they launched "Sunday at 9"

 

The Media Guru Answers(Sunday, September 28, 2003 ):

 


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Friday, September 26, 2003 #6176
Good day! I'm a 3rd year IE student working on a project on ad agenies. We would like to know the standard rates for television and print advertising in the Philippines. We would really appreciate it if you can give us the needed demographics. Thank you and God bless!

 

The Media Guru Answers(Sunday, September 28, 2003 ):

 


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Friday, September 26, 2003 #6175
I saw the term "media appropriate MAF" used in an article I read recently. Can you explain what MAF means?

 

The Media Guru Answers(Sunday, September 28, 2003 ):
This is not standard jargon. Without seeing the context, which should have explained "MAF," the Guru supposes this is an academic media reference, perhaps from a course description.

 


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Thursday, September 25, 2003 #6174
whats CPM?

 

The Media Guru Answers(Sunday, September 28, 2003 ):

 


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Thursday, September 25, 2003 #6173
Where can I find Media Market Revenues? Revenue for Newspapers, Outdoor, Radio, Cable for a specific market.

 

The Media Guru Answers(Sunday, September 28, 2003 ):

 


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Thursday, September 25, 2003 #6172
campaign decay rate

 

The Media Guru Answers(Sunday, September 28, 2003 ):

 


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Wednesday, September 24, 2003 #6170
I wish to know what are the various media positions, starting from a junior position to the most highest position.

 

The Media Guru Answers(Wednesday, September 24, 2003 ):
Various organizations use different titling for similar positions. The accompanying chart is prototypical. There may be more than one planning group. Network and spot and online buying might have separate groups. Some titles shown might be expanded with "senior" or "assistant" modifiers.

 


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Tuesday, September 23, 2003 #6169
Dear Guru, My first book was published and I am looking for ways to reach the public to sell my book. I am totally new at this. You must also understand that I am just a simple country girl with a college education but I have no concept of how to reach the media. Lavern

 

The Media Guru Answers(Wednesday, September 24, 2003 ):
You might place ads in book review sections of newspapers, or in magazines that have such editorial, such as "New Yorker."

If your book is focused on a specifc topic, perhaps there are periodicals or web sites with the same topic.

Your publisher should deal with this, or you can find a small agency that has this specialty.

 


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Monday, September 22, 2003 #6166
Can you tell me what you know about internet media planning?

 

The Media Guru Answers(Wednesday, September 24, 2003 ):
Interent planning is the basically the same as general media planning, as a process. Knowing the mechanics and potential of interent communication will allow the planner to address interent as any other medium in terms of meeting goals and strategies. Positioning is probably the area where the most differences occur.

Click here to see past Guru responses about internet planning.

 


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Saturday, September 20, 2003 #6165
Could you list the career positions which are attainable, and relate to, a candidate possessing an MBA and a BA Media I&T Degree(s)?

 

The Media Guru Answers(Saturday, September 20, 2003 ):
The Guru expects these degrees would qualify a candidate to attain any of hundreds of marketing or media positions.

 


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Friday, September 19, 2003 #6164
Hi- Who creates the official broadcast calendar? As always, I have recieve several from my well meaning stations, but for 2004 they vary. If I want to go to the source, who would it be? Thanks

 

The Media Guru Answers(Saturday, September 20, 2003 ):
The two rules of the broadcast calendar are well established, no one source needs to create it each year:
  • A broadcast week is Monday through Sunday
  • A broadcast month ends on the last Sunday of the calendar month
These two rules enable anyone to publish an "official" broadcast calendar.

The Radio Advertising Bureau (RAB) maintains downloadable broadcast calendars.

 


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Thursday, September 18, 2003 #6163
recency

 

The Media Guru Answers(Friday, September 19, 2003 ):

 


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Thursday, September 18, 2003 #6162
a media plan for budweiser, including facts about target audience, advertising expenditures, and stastical data

 

The Media Guru Answers(Saturday, September 20, 2003 ):
Why do you imagine this would be public data? Perhaps ione of the trade media has covered the brand in this detail. Try MediaWeek.

 


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Wednesday, September 17, 2003 #6161
I am a mass media student and I was wondering how much will a advertisement agency noramlly spend on a place for a ad in a magazine

 

The Media Guru Answers(Saturday, September 20, 2003 ):
The first thing a mass media student should learn is that "mass media" have audiences of greatly varying sizes, which is a primary cost consideration. You need to refine your question very narrowly. Otherwise the answer ranges from $100 to $1million.

 


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Wednesday, September 17, 2003 #6160
How many ads - across all media - tend to feature phone numbers vs. strictly branding?

 

The Media Guru Answers(Saturday, September 20, 2003 ):

 


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Wednesday, September 17, 2003 #6159
Do the networks (ABC, NBC & CBS) still offer regional advertising? Do many advertisers take advantage of this? Is it cost viewed as cost effective?

 

The Media Guru Answers(Saturday, September 20, 2003 ):
  1. Yes
  2. Define "many"
  3. Compared to what?

 


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Wednesday, September 17, 2003 #6158
Would you be so kind to comment the effectiveness of advertising in DVD/VHS - films or on the boxing of such films. Are there any survies about this subject?

 

The Media Guru Answers(Friday, September 19, 2003 ):
Unless there is a very strong association with the video content, the Guru thinks effectiveness is limited.

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

 


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Saturday, September 13, 2003 #6156
what is a media brief? wht are it components?

 

The Media Guru Answers(Sunday, September 14, 2003 ):
A media brief is a document, usually from the account group or advertser's marketing staff, providing the information a planner needs to create the objectives, strategies and media selections of a media plan. Details such as budget, seasonality creative message, target, etc. are included. See the Guru's Parts of a Media Plan as a guide to the information needed.

 


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Friday, September 12, 2003 #6155
Due to the new telemarketing restrictions, what new media strategies are being used by these direct marketers?

 

The Media Guru Answers(Sunday, September 14, 2003 ):
They will continue to use telemarketing. We are far from seeing the majority of consumers register on do-not-call lists.

At the time the national registry was announced, (12-02) NY state officials said "nearly 2 million New Yorkers had registered" for the NY program, orignated in April, 01. This would be less than 20% of NY households, if there were one phone number per household. The national registry currently (at 9-03) claims about 40 million numbers, while possible telephone numbers in existence (suipposedly runnig short) are approaching 10 per houshold.

The Guru would expect that those who register are the people whoo were least likely to have responded to telemarketing, anyway.

Meanwhile, all other direct marketing techniques continue unchecked.

 


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Friday, September 12, 2003 #6154
Dear Guru, 2 Qs: 1.) My client created a TV ad campaign and RIGHT before we launched, a competitor with lower quality/lower price/larger packaging had close to the SAME TV ad campaign! I feel product confusion has happened between my client's premium brand and that of the less expensive "knock-off" product. Do you concur? Any research to back this theory? 2.) Because of my theory, I have advised my client to change ads IMMEDIATELY. They have agreed and we will begin to advertise our OLD ADS starting October. I feel "ad quality restoration" has been achieved through our previous ad's 6 month hiatus. My client and I find that our campaigns last for about 6 months before we experience ad wearout, based on copy and frequency wearout. However, returning to an OLD AD where we are basing campaign results on ad quality restoration, how long will our old ads last, given new ads burnout in 6 months? should we plan on only 3 months since the audience will quickly remember the ads again? Your thoughts? Any research to back this up? Please help! -Media guru grasshopper.

 

The Media Guru Answers(Sunday, September 14, 2003 ):
Much of this question is about copy and product, not media. Regarding the wearout issue, there will probably be quicker wearout than with a new ad, but that is hard to quantify.

Click here to see Guru thinking on wearout

 


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Friday, September 12, 2003 #6153
media objectives

 

The Media Guru Answers(Sunday, September 14, 2003 ):
See the Guru's Parts of a Media Plan

 


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Friday, September 12, 2003 #6152
Is there any mathematical model to determine to target group of a client?thx..

 

The Media Guru Answers(Sunday, September 14, 2003 ):
No one set model. If one has segmentation data, the simplest process is to select the narrows group that includes the majority of use as well as having a skew (over-index) to being users.

In other words if women 18-49 are 20% more likely to be users and also account for 60% of use, that is a good target. However if 25-34 represent over 50% of use and have a similar/better liklihood of use, they may be a better target, keeping in mind that messages always "spill" from the designated target to related demographics.

 


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Thursday, September 11, 2003 #6151
hi guru, i am student of Mass Media and as a part of project i have to study on the costing of advertising in news paper with respect to its units and colours and position...etc... can u please help me to understand it in a better way?

 

The Media Guru Answers(Thursday, September 11, 2003 ):
Your question is puzzling. Generally a bigger ad costs more than a smaller ad. A color ad costs more than a black and white ad. Specified positons cost more than run-of-press. Certain specific positions judged to have better visibility cost more. All this seems obvious.

 


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Thursday, September 11, 2003 #6150
I have a client that wants to run two totally different creative executions concurrently--on a limited budget I'm not really sure of the budget, but let's assume that it won't be sufficient for message wearout to occur with any one message. Common sense tells me they'd have greater impact running the same message, rather than two different ones, but I can't find any research to substantiate my hypothesis. Any thoughts? Thanks

 

The Media Guru Answers(Thursday, September 11, 2003 ):
This is not exactly a media question. It depends more on the message. Are the two executions related variants of the same strategy or very different. It is common to run two versions of the same strategic concept, and wear out is delayed. Two unrelated messages might well confuse the consumer.

 


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Wednesday, September 10, 2003 #6149
In regards to buying spot tv and spot cable tv - At what point is it more efficient to plan in network buys to either replace or compliment spot buying? Is it the number of markets client has locations? Our client who places spot buys in 55 DMA's, cannot grasp the benefit of a more efficient buy on network and is stuck on having, what he calls "waste" in markets with no locations. Please help!! You have a GREAT site!!

 

The Media Guru Answers(Thursday, September 11, 2003 ):
Assuming you have the same weight goal (GRPs) in all markets, when the combined cost of your selected markets exceeds the cost of that weight level in network, network is more efficent. On this basis, "the waste" just becomes free advertising that does not matter. It is not a matter of the number of markets. One advertiser might have a budget for 55 small markets that wouldn't cover 10 large markets. If there are no locations in the other markets, ill will might be a problem, especially in consideration of future growth. Efficiency is simply not the only consideration.

 


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Wednesday, September 10, 2003 #6148
I am trying to locating a listing, by city and state, of all coupon mags or magnet-mailed programs or magnet-newspaper programs. Can you help?

 

The Media Guru Answers(Thursday, September 11, 2003 ):
Try Standard Rate and Data Service (SRDS). Consider their Community Publication Advertising Source

 


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Wednesday, September 10, 2003 #6147
I was wondering if there is any research on the subject of the wear out effect with large out of home objects like signs along the highway.

 

The Media Guru Answers(Thursday, September 11, 2003 ):
Outdoor Advertising Association of America is the most likely resource. Otherwise, The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Monday, September 08, 2003 #6146
Please let me know the industry's projected CPM increases by media type for 2004. Thanks

 

The Media Guru Answers(Thursday, September 11, 2003 ):
The trade media cover this. See Ad Age and MediaWeek and Media Magazine

 


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Thursday, September 04, 2003 #6145
the meaning of "media cost index"?

 

The Media Guru Answers(Saturday, September 06, 2003 ):
An index is a numerical comparison created from dividing any datum by a base datum, such that when the first datum equals the base, the result is set to = 100. Therefore if the household cost per rating point of prime time tv in 2002 is $12,000, or 20% higher than the base year of 2000, when the cost per point was $10,000, the media cost index in this case is 120.

 


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Tuesday, September 02, 2003 #6144
What is the size/scope of the network radio landscape? Describe number of outlets, expenditure, and top syndicated shows. Who were the top 10 advertising spenders in network radio last year (2002)?

 

The Media Guru Answers(Saturday, September 06, 2003 ):
See the Radio Marketing Factbook of the Radio Advertising Bureau

 


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Tuesday, September 02, 2003 #6143
Is the internet invisible with regard to marketing and advertsing effectiveness ?

 

The Media Guru Answers(Saturday, September 06, 2003 ):
No. There is much discussion and data regarding interent effectiveness. Start with The Internet Advertising Bureau and NUA Internet Surveys

 


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Tuesday, September 02, 2003 #6142
I am planning to start up a magazine in Hong Kong. How do I decided the no of pages; ad versus editoral ratio; the current trends on what people want to read; Any help on other factors you think i need to include in my plan?

 

The Media Guru Answers(Saturday, September 06, 2003 ):
This is somewhat outside the Guru's province, but here is his simplified version:

It costs some amount to produce the magazine, depending on paper stock, printing methods, staff needs, etc.

You can charge some price for an ad page, depending on audience size, audience "quality," and marketplace competitive pricing and volume discounts you will need to offer.

From these data you can determine how many ad pages support how many editorioal pages. Deciding to invest while the primary considerations find their own levels is common.

 


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Wednesday, August 27, 2003 #6141
Could you explain the difference between "Continuity" and "Recency".

 

The Media Guru Answers(Friday, August 29, 2003 ):
It is not a matter of difference, per se. Recency is about being the latest advertising exposure seen by the consumer at the time of a purchase decision. Typically, this calls for a continuous rather than flighted-for-frequency schedule.

Click here to see Guru discussion of recency and continuity

 


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Tuesday, August 26, 2003 #6140
Dear Guru, i have to plan print innovation for a launch of nightwear in india inorder to woo the client from the existing agency. please help. thank you very much.

 

The Media Guru Answers(Friday, August 29, 2003 ):
Innovation means something new and different. The first requirement therefore, is a good overview of the current media approaches in use, to know what will be different as well as useful. The Guru is US based and does not have the required deep familiarity with the Indian media scene.

 


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Monday, August 25, 2003 #6139
Hi Boss, 1. how many weeks needed as a based assumption to get certain point GRP needed to achieved certain level of Reach/Freq 2. any explanation about answer no 1 3. how to calculate that (the tools) Big thanks boss

 

The Media Guru Answers(Tuesday, August 26, 2003 ):
The standard measurement period for R&F is 4 weeks or one month. This allows fitting in monthly magazines. For tools, see Telmar

 


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Monday, August 25, 2003 #6138
Where does the term DMA come from. The US Census or Federal Statistics doesn't measure population by DMA. Also which is more effective to measure population an MSA or DMA

 

The Media Guru Answers(Tuesday, August 26, 2003 ):
Nielsen Media Research' DMAs are defined on a basis of TV viewing habits in counties, not simply geography. They do include Federally defined metros within their geography, but are not simply geographic. Population-wise, DMAs include all counties but metros do not, so the sum of DMAs better agrees with national totals.

 


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Monday, August 25, 2003 #6137
what does ADU refer to when referencing a network TV buy? thank you

 

The Media Guru Answers(Tuesday, August 26, 2003 ):
It could be "Audience Deficiency Unit," a makegood for underdelivery.

 


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Wednesday, August 20, 2003 #6135
Would you provide the general rule of thumb for number of rating points per week an advertiser needs to run an effective promotional spot versus sustaining an equity campaign?

 

The Media Guru Answers(Wednesday, August 20, 2003 ):
There are many variables including media environment and media mix. The only rule of thumb the Guru finds valid is to make more noise than the competition. Most advertisers would consider 100 GRP a minimum, in any case.

 


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Wednesday, August 20, 2003 #6134
Our company invested in SQAD data to make sure we weren't paying more than the average cost for our spot television buys and to have a negotiating tool. However, I've discovered that many of our actual CPP's paid are much lower than even the lowest projected cost within a particular daypart and quarter, and this is among many different markets, not just one or two. I now feel like SQAD data is somewhat inaccurate. What do you think about SQAD data and what is the best information to use when negotiating spot TV? Thanks.

 

The Media Guru Answers(Wednesday, August 20, 2003 ):
Your experience is not unique. There are many variables in spot costs. The Guru believes that the most valid use of SQAD data is to track trends (+/-%) once you have established your own benchmarks

 


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Wednesday, August 20, 2003 #6133
I am looking for information on newspaper recall studeis. Where can I find information to prove that running one half page ad in a newspaper will generate better results than running 4 1/16 of a page ads?

 

The Media Guru Answers(Wednesday, August 20, 2003 ):
The Guru believes you are wrong. 4 one-sixteenth page ads should create better recall than one half. The Guru recalls one such test comparing a one page ad magazine to two one-third page ads (Starch metrics).

Research resources would be Starch and The Newspaper Advertising Association

 


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Wednesday, August 20, 2003 #6132
Dear Guru, Where can I find out the information refer to the salary benchmark of agency positions (account director, media director, planner...), I accessed Adage, but couldn't find the info. for specific Asian countries. Could you please help? Thanks!!

 

The Media Guru Answers(Saturday, August 23, 2003 ):
Consult the advertising trade media of the Asian countries you wish to consider, such as Hong Kong's Media

 


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Tuesday, August 19, 2003 #6130
Dear Guru I would like to know if there is any possibility to measure additional reach that is generated by adding other medium to usual media mix based on TV. For a couple of years we have been running almost 100% TV based campaigns for FMCG client and we have recently observed that there are no changes in building brands awareness nor other crucial barnds parameters. We are now deeply thinking about moving some part of the budghet to other mediums as we intuitively think we can be gaining some incremental value by this shift. Is there any way to measure what additional percentage we can gain by using TV + radio or print instead of using only TV? Is there any research on what incremental campaign reach or brand awareness can we get by this decision? We have difference of mediums research methodology (telemetric for TV vs declarative for radio and print) so perhaps you could indicate some findings or research. Thank you a lot

 

The Media Guru Answers(Saturday, August 23, 2003 ):
The Guru infers from your query that you are in a country without media measurement or at least without reach models.

Reach models we have are consistent in demonstrating that adding weight to a base plan in a new medium increases total reach more than adding comparable weight in the base medium already in use. Reach models within single media generally are based on measured "curves" of growth. However the reach added by a new medium can typically be estimated by simple random probablilty calculations.

Click here to see Guru explanation of calculating reach by probability.

 


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Tuesday, August 19, 2003 #6129
Dear Guru, Could you please give me the evaluation method or ideas to link with sales and media impact (e.g. GRP/R/F)?

 

The Media Guru Answers(Saturday, August 23, 2003 ):
If you have sales data, it should be simple to correlate with past GRP or Reach or Frequency using data tools in something asd simple as MS Excel.

 


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Sunday, August 17, 2003 #6128
Guru, I am looking for some research that will show the effectiveness of advertising on a cover positon on a print publication. I have looked through the Cahners research site and have found nothing. Any other suggestions?

 

The Media Guru Answers(Sunday, August 17, 2003 ):
Try The Magazine Publishers' 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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Sunday, August 17, 2003 #6127
Hi Guru Please could you guide me as to the explanantion, and more importantly, the DIFFERENCE, of the following job descriptions: 1. Implementation Media Planner 2. Media Planner 3. Media Strategist Thanks L

 

The Media Guru Answers(Sunday, August 17, 2003 ):
First, click here to see past Guru responses about 'media planners'.

The titles you are inquiring about other than 'media planner' might be just novel semantics being used by particular firms to make distinctions significant only to them or to make the holders feel special. An implementaion planner might be what another company calls assistant buyer. A media strategist might be what a media vendor calls a sales planner. These are not standard industry titles.

 


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Saturday, August 16, 2003 #6126
Dear Guru, could you give me the maximum information about the advertising effectiveness of the tv clutters? I really need your help!

 

The Media Guru Answers(Sunday, August 17, 2003 ):
Try TV Bureau of Advertising and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, August 13, 2003 #6125
What format should a Post Buy Analysis document be set in?

 

The Media Guru Answers(Sunday, August 17, 2003 ):
The Guru would use a spread sheet, showing columns of
  1. Medium/vehicle
  2. Audience bought
  3. Cost estimate
  4. Audience delivered
  5. Final cost
  6. Planned cpp
  7. Planned vs achieved audience
  8. Planned vs achieved efficiency Index

Depending upon how your plan and buying platform were structured, your "audience" units might be impressions or GRP, your "efficiency" might be CPM or CPP. You might evaluate program by program / magazine by magazine or summarize by dayparts / types or media totals. You might compare to average audience guarantees.

A text overview document should be included.

 


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Wednesday, August 13, 2003 #6124
We are a small consumer products marketer and are interested in advertising in some national magazines, ie Better Homes & Gardens etc. What's the best way to get the costs of advertising in this magazine and others. Because we are a small company our budget is low and we plan on doing this ourselves.

 

The Media Guru Answers(Wednesday, August 13, 2003 ):
Get open rates at MRI+

 


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Tuesday, August 12, 2003 #6123
Dear Guru, does the term "Circular Distributor" exist, if yes, where could I find out what it means? Thanks a lot.

 

The Media Guru Answers(Tuesday, August 12, 2003 ):
The term is not familiar to the Guru beyond its plain English meaning of "one who distributes circulars".

 


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Monday, August 11, 2003 #6122
Good afternoon, my name is Marcela and Iam from Costa Rica Iám in charge of the customer service department in my company call Exactus Software Development ...I know about your great reputation and I will really appreciate if you can help me with this questions: 1-Can you please explain to me in Spanish (please if this is possible) what is, and what are the steps to take to make a media plan? 2-Can you please explain to me a little bit of the content on this media plan 3-And when do you use this media plan, for example how is this use by an Advertising Agency,consumers, and media..... Thanks a lot... Regards, Marcela Herrera

 

The Media Guru Answers(Sunday, August 17, 2003 ):
Unfortunately, the Guru's service is only available in English.

1 & 2. Please begin by visiting the Guru's Parts of a Media Plan and Media Terms.

3. An agency uses the plan to determine which media will be bought to carry the advertser's message. A media plan is not used by consumers or media, although it does control the communication to which the consumer is exposed and the time or space the media sell.

 


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Monday, August 11, 2003 #6121
Hi! Are there any sources for local media spending - specifically small advertisers like a "mom & pop" store? Thanks.

 

The Media Guru Answers(Sunday, August 17, 2003 ):
CMR (Competitive Media Reports) and Nielsen Monitor-Plus both report on such advertsers.

 


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Monday, August 11, 2003 #6120
I need to index ratings/shares on a sports event, from a market that receives overnight ratings to a local market that is rated 4 times per year. How do I do this?

 

The Media Guru Answers(Sunday, August 17, 2003 ):
There are two factors to consider:
  1. The average relationship of sports ratings in the smaller market to the same sports in the other market
  2. The seasonal variance, since the event in question is obviously between the 4 measured cycles

Examine all the most similar sports events that occur in both markets during the 4 measured periods (same sport, if possible). Index small market ÷ large (overnights) market. Index the season by comparing the chosen sport(s), in the target season versus the closest time also measured in the small market. The muiltiply the rating of the target event in the overnight market by both indices.

 


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Monday, August 11, 2003 #6119
Guru, BPA prints their audits on different colored paper (green, pink, yellow). What do these colors mean? I looked at BPA's site, but couldn't find anything.

 

The Media Guru Answers(Tuesday, August 12, 2003 ):
According to the information section at the BPA site called 'Reading BPAI Circulation Statements,'

"A circulation statement and annual audit report are two distinct documents. The unaudited circulation statement is tinted green for business publications and is printed twice a year. The audit report is gold for business publications and is published only if the audit reveals a discrepancy between the circulation statement and the circulation records, or if the publisher specifically requests that it be printed."

Similarly, the unaudited consumer publications' statement is pink and the annual audit report, if issued, is salmon.

 


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Monday, August 11, 2003 #6118
I'm trying to get an LNA/Mediawatch Multi-media Service Product vs Media Report. Any thoughts? I'm in the Business Aviation Industry With kindest regards, Darleen

 

The Media Guru Answers(Monday, August 11, 2003 ):
If you mean free, no . . . unless a media vendor you deal with will provide it. Otherwise, buy it from CMR (Competitive Media Reports)

 


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Monday, August 11, 2003 #6117
1. beside using more short TV duration, what's your techniques to make smallest cost per rating 2. how to build and run small media agency, and also keep established its health for long time thanks

 

The Media Guru Answers(Monday, August 11, 2003 ):
1. Lower rated programs have lower cpp, generally. Stations with lower average ratings have lower cpp. Some dayparts are inherently lower priced per point.

2. Balance price against actual goals. Service conscientiously. Know what you are doing, and why, at each step.

 


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Sunday, August 10, 2003 #6116
Hi Guru, I have asked to be a freelance media planner and I need your consult on how many commission from media budget a freelance media planner often get.Thanks.

 

The Media Guru Answers(Monday, August 11, 2003 ):
This is negotiable. The range may be from 1% to 15%, depending on the complexity, budget and whether there is a base hourly fee.

 


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Friday, August 08, 2003 #6115
There is a new Brand Executive who has just joined our Client. As he has no knowledge of media or how media planning works, I hv been asked to give him a "training" session. How & where should I start on a media "familirisation program".? what are the elements I need to cover & "educate" him on. Thanks

 

The Media Guru Answers(Monday, August 11, 2003 ):
It occurs to the Guru that a person asking this question is not the person to be training someone.

One approach, if you have the time is to invite in, as guest speakers, trusted senior salesmen, one from each medium, to give the picture of their own medium's characteristics and competitive set. As for the planning overview, use the Guru's media strengths page and the Guru's 'Parts of a Media Plan'.

If your client's interests are very category specific, adjust accordingly.

 


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Thursday, August 07, 2003 #6114
Hi, Mr.Guru. I'm working in an large-scale international company and we have global ad contract with a 4A agency who are now handling both creative and media buying, however, most of creative outside US is just simply adaptation/production. In Asia, media takes up 95% of total expenditure. So we're thinking to separate media from production. Now question is how much shall we pay to media independent and creative agency separately. I know media A/C is around 5%, how about for creative? Still 15% for production only? Do you think we could save A/C in this way? Is there any industry standard in Asia? Thanks very much!!

 

The Media Guru Answers(Monday, August 11, 2003 ):
The Guru does not believe there is an "industry standard" any longer. Deals are negotiated according to the circumstances. If you assume the the traditional 15% agency commission is a standard to divide among media service, creative and management, negotiate from that perspective.

Production commission is different; it is a mark-up on out-of-pocket expenditures. 15% (17.65% of net) should hold.

 


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Wednesday, August 06, 2003 #6113
converting CPPs to CPMs? thank you!

 

The Media Guru Answers(Wednesday, August 06, 2003 ):

 


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Wednesday, August 06, 2003 #6112
I have started a media placement agency. What software would you recommend for my media planning and buying purposes?

 

The Media Guru Answers(Sunday, August 10, 2003 ):
Telmar and eTelmar are part of AMIC's corporate family.

 


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Wednesday, August 06, 2003 #6111
What is the recall "lift" that a full pg 4-color unit with a 1/3 horizontal strip running opposite get vs. just a full pg 4-color unit.

 

The Media Guru Answers(Sunday, August 10, 2003 ):
See Starch

 


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Wednesday, August 06, 2003 #6110
Are there any good recent studies of ad effectiveness and response for print, specifically weekly or daily newspapers?

 

The Media Guru Answers(Sunday, August 10, 2003 ):
Try The Newspaper Advertising Association and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, August 06, 2003 #6109
Here is the situation: I will be meeting with the event-manager for a large labor-day event and I am proposing that my company provide a "free entertainment venue" in return for at-no-cost advertising and media placements. Do you have any suggestions on what questions I should ask the event planner that would help me obtain optimal placements? In general, when negotiating sponsorships, etc. what types of questions should I ask? And what types of advertising opportunities at an event are possible to negotiate? Thanks.

 

The Media Guru Answers(Sunday, August 10, 2003 ):
This depends on the nature of the event. Will it have signage on stadium walls, the floor of a boxing ring or elsewhere? Will it buy or trade for media space in which you can participate. This is all a matter of negotiation if they want what you offer.

 


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Tuesday, August 05, 2003 #6107
My client wants to know how many TV stations on average the typical viewer watched in 1985 (approx.) vs. today. I tried the TVB website to no avail.

 

The Media Guru Answers(Sunday, August 10, 2003 ):
Our channel tuning data from Media Dynamics is close to what you want. Consult them directly for more specifics.

 


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Tuesday, August 05, 2003 #6106
What would be the best way to convince advertisers try digital signage advertising: show them CPM, CPP or other parameters?

 

The Media Guru Answers(Wednesday, August 06, 2003 ):
Give sales results, such as change in sales of advertised products in the place where advertised. If the signs are in something like stores, this should be fairly easy.

 


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Tuesday, August 05, 2003 #6105
Dear Guru, I would like your help/advice regarding US Media Market, iam moving to US soon, and would like to know what is the best way to understand Media overthere interms of MEDIA SCENE, i will be in California most probably LA or Huntington Beach, i know that its a huge market, but what is the best way t understand media overthere, how can i get the media scene. Apprecitating your urgent response on this & many thanks....

 

The Media Guru Answers(Sunday, August 10, 2003 ):
The Guru does not believe there are short-cuts in this. Spend time with an agency, read the trades, read the trade web sites.

 


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Monday, August 04, 2003 #6104
Household cost per point in Albuquerque New Mexico

 

The Media Guru Answers(Wednesday, August 06, 2003 ):

 


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Monday, August 04, 2003 #6103
Dear Guru, Thank you for answering my question about digital signage CPM. You mentioned that it was difficult to give an answer without knowing some missing facts. Let me rephrase the question with more details: 1. There are 2500 locations 1 screen per location 3 minute loop of 18x10 second spots. Assumptions are: 500 visitors per location per day(18hrs). The locations are all part of a convenience store chain of 7/11 type and the screens are located right at the cash register, so there is a great chance that customers waiting in line would be staring at it for at least the length of the loop. How do I calculate my CPM? 2. What are the typical CPMs in the industry?

 

The Media Guru Answers(Wednesday, August 06, 2003 ):
The Guru does not believe that a person usually stands on line at a c-store cashier for as much as three minutes beyond the time during which the customer's attention is on the cashier. Given your added information, the Guru might raise his previous 10% of traffic to as much as 25%.

In-store signage with full video / animation doesn't have "typical cpms" in the Guru's experience. A static sign in such a store's front window might cost $300 per month, and get tem times as much street traffic as in-store traffic. This would be a cpm of around $2. The animation might make a doubling of cpm worth while

 


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Monday, August 04, 2003 #6101
Dear Guru, How does cinema compliment radio? Thank you.

 

The Media Guru Answers(Wednesday, August 06, 2003 ):
From your context, the Guru supposes you are in the UK, where cinema is more important than the US.

As a general rule, any medium adds something to other media. Cinema, of course adds the sight, sound and motion radio lacks and a more liberal palette than TV.

 


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Sunday, August 03, 2003 #6100
I work with a small but well-established African American weekly newspaper. I am seeking to contact as many media planners and buyer as possible to increase ad insertion orders. What is the best way to identify as many buyers and planners who may have either a general or specific interest in advertising in an African American newspaper. Also, is there a way to identify the correct person within an agency who should be contact to increase the likelihood of success in this quest.

 

The Media Guru Answers(Wednesday, August 06, 2003 ):
Of course, AMIC is the place to reach media planners and within AMIC, Abbott Wool's Market Segment Resources is the area for those interested in ethnic media.

At some agencies, such as the many specializing in African American or multicultural advertsing, any media planner might be appropriate. At others, some are better prospects, but unless you have contacts who can identify them, the Guru can't suggest a method. You might consider buying lists from publications with apporpriate targets such as Black Enterprise magazine

 


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Friday, August 01, 2003 #6099
Dear Guru, I have a CPM calculation Question for Digital Signage. 2500 locations 1 screen per location 3 minute loop of 18 10 second spots Assumptions are: 500 visitors per location per day(18hrs) How do I calculate my CPM?

 

The Media Guru Answers(Saturday, August 02, 2003 ):
A missing fact is the likelihood of a visitor watching the whole loop, or seeing it multiple times. If you assume each visitor sees the whole loop, once, your daily audience 1,250,000 (2500 x 500).

But the Guru sees this audience as unlikley unless the screen is at a cah register or somewhere with no distractions and a reason to stand still for 3 or more minutes.

Without knowing the enviroment of the locations (small store or busy street), perhaps 10% of the above, calculated audience is closer to reality.

 


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Thursday, July 31, 2003 #6098
The TV clutter is defined by our client as the "Average number of spots seen per individual per week". So how do we calculate this one?

 

The Media Guru Answers(Thursday, July 31, 2003 ):
Average viewing of 12 hours per week times (possibly) 30 spots per hour = 360. Small refinement of hours and spots are possible, but minor.

 


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Tuesday, July 29, 2003 #6095
Is there a rule of thumb as to how much a company should spend on media. Example: 1% of sales should be spent on communications. Is there any place that I can research these types of statistics? Thank you.

 

The Media Guru Answers(Thursday, July 31, 2003 ):
No rule. See The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. for experiences.

 


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Friday, July 25, 2003 #6094
Dear Guru, I'm preparing an analysis of "going dark" aka taking a hiatus for an entire quarter for an insurance client who is typically on air 4 quarters/year. Can you site some sources (besides the ARF) that have data on taking a hiatus of this length and it's effect on awareness levels?

 

The Media Guru Answers(Sunday, July 27, 2003 ):

 


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Thursday, July 24, 2003 #6093
Where can I find percent cost (not spending) increases for TV, magazines, newspapers, radio, outdoor, internet for each year 1999 to 2003?

 

The Media Guru Answers(Sunday, July 27, 2003 ):
The media and advertising trade media cover these data. See Ad Age and MediaWeek

 


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Wednesday, July 23, 2003 #6092
What is the calculation for finding penetration in a given county (for newspapers specifically)? Thanks so much!

 

The Media Guru Answers(Sunday, July 27, 2003 ):
Newspaper penetration =
circulation ÷ number of households

 


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Wednesday, July 23, 2003 #6091
Do you have suggestions for exploring new/innovative Media placement options? Websites or books, etc?

 

The Media Guru Answers(Sunday, July 27, 2003 ):
If they're in a book, they're not innovative any more. The essence of innovative options is that nobody has thought of them yet. It's a matter of using your imagination.

 


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Wednesday, July 23, 2003 #6090
Dear Guru, I would ask you to briefly show the historical way of media agency development ( might be basing on one country experience, or more). Just some background concerning Russia ( stages of media agency development) 1992-1995 ATL , Specialisation between media buyers&media planners&media research are not clear= all people are specialists in all media( TV, print, radio, Internet, metro, OOH, etc) 1995-2002 ATL, Growing job segmentation- planning, buying, research departments, full media service ( TV, print, radio, Internet, metro, OOH, etc) 2002-2003 ATL+ alternative media, deeping specialisation+ development of alternative media solutions plus to traditional+ strategic planning development withing media agency ( not creative agency) 2004+ integrated marketing communication ( ATl&BTL) I am interested in it because our global international client after travveling across Europe&USA declared about media agency responsibility to do integrated communicaton plans and deliver media planning, buying, media research, strategic planning for ATL and BTL solutions in package. Is it in line with general media agencies trend? Is it effective way of development or some dead end which supported idea about need to be media specialists not wide communication people. Your consultation here is much more appreciated. TE.

 

The Media Guru Answers(Sunday, July 27, 2003 ):
The first media agency, named U.S. Media, came into being in the U.S. in 1969. With its success, traditional agencies then separated the buying staff from planning staff. Imitators -- both media firms and imiatating agencies -- followed in the U.S and internationally.

 


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Tuesday, July 22, 2003 #6089
How do we calculate the ad clutter in any medium?

 

The Media Guru Answers(Thursday, July 24, 2003 ):
Ad clutter is described differently in different media.

In broadcast it's ususally the # of non-program minutes broadcast per hour.

In print, it's usuallly the advertsing to editorial space ratio.

Online it could be a space ratio, but new rich media which do not respect space or time make calculation confusing.

 


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Monday, July 21, 2003 #6088
Hello! I would like to know where I can find information about media planning, research and effectiveness in Out-Of-Home marketing, especially concerning pubs. Thank you very much! kaik.

 

The Media Guru Answers(Sunday, July 27, 2003 ):
Try Outdoor Advertising Association of America and AMIC Bookstore (in association with Amazon.com)

 


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Friday, July 18, 2003 #6087
what is TRP?

 

The Media Guru Answers(Saturday, July 19, 2003 ):
Click here to see Guru discussion of TRP

 


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Thursday, July 17, 2003 #6086
Dear Guru, What is "National Spot Radio"? I have a report on competitive spending and am wondering why it comes up in individual markets. For example, the report shows Brand X, National Spot Radio, Dallas, then the dollars per month. Is it just spot with a fancy name? Thanks.

 

The Media Guru Answers(Saturday, July 19, 2003 ):
Most simply, "national spot radio" is radio bought by an out of town agency on individual stations, through national reps (e.g. Interep and Katz). This is distinguished from locally placed radio bought directly from the station's sales force.

Either way, a commercial airs on the same station; to the consumer ear, it's the same thing, but competitive tracking services today generally only capture "national spot."

 


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Thursday, July 17, 2003 #6085
I have an $11,000 cable schedule that achieves 182 demo rating points. In Tapscan the Reach and frequency is 12.4 and 14.7 frequency. In Strata the reach and frequency is 73% reach and 2.5 frequency. I think the truth somewhere in between. Tapscan will not share the algorithims (sp)in the formula and I haven't asked STrata. What do you think?

 

The Media Guru Answers(Saturday, July 19, 2003 ):
The Guru imagines that the discrepancy has two bases:

One: possibly the Tapscan R&F is assuming that the input is cable GRP and the desirted output is total market R&F, while the Strata is calculating only against cable universe. For example if a market's cable penetration is 60%, then 182 cable GRP = 109 total market GRP. 73 cable universe reach = total 44 market reach.

Two: even under these circumstances, the difference should be less. The Guru suspects that dispersion and programming selection inputs differ between the two so that reach isn't calculated the same.

 


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Wednesday, July 16, 2003 #6083
Dear Guru, Do you have an opinion, or know where I can find info, on the effectiveness of a Disply Kiosk in an enclosed mall?

 

The Media Guru Answers(Saturday, July 19, 2003 ):
If supporting a store or product available in the mall, effectiveness is excellent. Otherwise it's just small outdoor media.

 


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Wednesday, July 16, 2003 #6082
How do i make a good Advertising presentation to a new client? what titles and descriptions do i make?

 

The Media Guru Answers(Saturday, July 19, 2003 ):
See the Guru's Parts of a Media Plan

 


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Wednesday, July 16, 2003 #6080
WHAT IS media planning, media buying, media research and media management? PLEASE EXPLAIN IN SIMPLE LANGUAGE.

 

The Media Guru Answers(Saturday, July 19, 2003 ):
The Guru has dealt with these many times. Go to the Guru Archives Search Engine. Use each of these phrases as your search term.

 


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Tuesday, July 15, 2003 #6079
Hi Guru, Looking for more information on average exit rates for websites. What is considered average? Also, what is a good source for these types of stats? Many thanks.

 

The Media Guru Answers(Saturday, July 19, 2003 ):
This is generally server log data and most sites are not publicly tracked by services that report only the largest 2000 or so sites. Exit rates (presumably home page) are probably not useful as averages. Design and site purpose are only some factors. Some sites do everything they need to off the home page others are meant to be quite deep.

 


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Tuesday, July 15, 2003 #6078
Hello Guru, we are a small agency who doesn't have access to mri databases currently. Do you know if there is a way we can access the mri info without subscribing to the service?

 

The Media Guru Answers(Saturday, July 19, 2003 ):
Since MRI is a for-profit organiazation, it goes to some lengths to avoid free access. Some of its top-line data is available at MRI +. Otherwise request specific data from subscribing media which you may be considering in your plans.

 


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Monday, July 14, 2003 #6077
What is the qualitative aspects of Television Program that we can use in judging one particular program for particular product? Can we measure these aspects?

 

The Media Guru Answers(Saturday, July 19, 2003 ):
The measurable aspects are "quantitative." "Qualititative" virtually means non-measurable. These are subjective assessments such as the relationship of content to ad message. You can create your own scale to evaluate programs for your purposes.

 


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Monday, July 14, 2003 #6076
Is In Store Media exist in media category? What is the main objective of In Store Media then?

 

The Media Guru Answers(Saturday, July 19, 2003 ):
In store media is point-of-sale media (see POPAI (Point of Purchase Advertising International)). The general idea is to make the last impression on a consumer at the moment of purchase.

 


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Friday, July 11, 2003 #6075
Dear MG, I've refered to previous answers on each medium strength, pros & cons. I would like to know further how to : 1) articulate Impact, Reach, Frequency & Continuity for each medium, especially TV, Radio, Print 2) product placements - what are the benefits against spot buy in TV. thank-you.

 

The Media Guru Answers(Monday, July 14, 2003 ):
Articulating these issues is more about wrting skills than media issues. You need to carefullly evaluate the marketing and advertsing goals you have received as input and craft your own documents to relate your recommendations to their delivery on these goals. Expressing how you are answering the needs expressed by the person giving the assignment can be quite powerful.

Product placement is not quite media. The key benefit is the implied endorsement value.

 


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Thursday, July 10, 2003 #6074
Do any norms exist for judging the number of media planners and buyers needed on an account based on media billing?

 

The Media Guru Answers(Monday, July 14, 2003 ):
Averages may be calculated, but that is not the same as norms. An account spending $20million in network TV has very different needs than one with the same budget in national magazines or interactive media and even more different than one with the same budget spread across local media or ethnic media.

 


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Thursday, July 10, 2003 #6073
what extra or added benifit can a media planner give to brand or baran manager?

 

The Media Guru Answers(Monday, July 14, 2003 ):
Some ideas:
  • Keep an eye out for - and pass along with evaluation - new media opportunities that might benfit the brand
  • Similarly, watch for competitors doing anything new or different

 


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Thursday, July 10, 2003 #6072
guru, how can we measure copy wearout of any commercial?

 

The Media Guru Answers(Monday, July 14, 2003 ):
Click here to see Guru comment on wearout.

 


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Thursday, July 10, 2003 #6071
how should we measure the effectiveness of a media campaign? and secondly what shouls we include in post by analysis?

 

The Media Guru Answers(Monday, July 14, 2003 ):
Ultimately, sales is the true standard of success. Of course it is difficult to ascribe advertising success to media alone. In a controlled test, when copy is constant, one may then judge the effect of variation in media executions.

Post analysis needs to examine delivery of stated, negotiated buying goals. You will probably have bought a quantity of GRPs by daypart. You may have specified programming and want to verify that your spots ran in taose programs, or you may have specified horizontal (days) and vertical (times) rotation ranges. It is improtant NOT to post on non-negotiated details, for example average rating size, if not specification for that was agreed.

 


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Wednesday, July 09, 2003 #6070
We have a new client on our business who is trying to "make his/her mark" on the brand. I work on a national packaged goods account and the client is questioning our use of primetime as part of the network TV daypart mix. The client's argument is that he/she can buy more points in cheaper dayparts, and therefore is wanting an explanation of what prime "does" for the plan. Beyond showing R/Fs (where the reach goes down and the frequency goes up once prime is taken out) is there anything else I should do? Our theory has always been that prime has a higher attentiveness level but the client wants proof that higher attentive means more sales. I have also championed the idea that people who are more passionate about a particular show are more likely to be more interested in the ads running during that show, but again I have no proof for this. Any help would be greatly appreciated.

 

The Media Guru Answers(Monday, July 14, 2003 ):
This theory is popular. Try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, July 09, 2003 #6069
i'm looking to find the ideal test market for an energy efficient lighting product. available budget is modest, so i need a market that provides exposure opportunities, yet is media-affordable. we're looking specifically at cable drtv as the main medium.

 

The Media Guru Answers(Monday, July 14, 2003 ):
Contact SpotCable

 


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Tuesday, July 08, 2003 #6068
who handles Putnam Investments advertising?

 

The Media Guru Answers(Monday, July 14, 2003 ):

 


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Tuesday, July 08, 2003 #6067
When you ask a TV station for programs and rating, they always say what rating book do you want, or which books to use. Is there a standard on which books to use?

 

The Media Guru Answers(Monday, July 14, 2003 ):
Usually, you want the latest information. You might also want to look at the same season as the one for whch you are planning, to account for seasonal variation in viewing levels, that might have last occurred when different programming was available

 


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Tuesday, July 08, 2003 #6066
Hello Guru, I am a student and have to do my dissertation on product placement in videogames. I am interested in finding out whether the perception of the target audience changes after playing with different brands available in a game (ie GranTurismo => different cars). Can you advise me on any books or web sites where I could develop a bit more on this topic?. Thank you.

 

The Media Guru Answers(Monday, July 14, 2003 ):
Try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Monday, July 07, 2003 #6065
Who can I contact to get a mailing list of women ages 40 and up in Ventura County to market our services too.

 

The Media Guru Answers(Monday, July 14, 2003 ):
There are hundreds of list brokers. USe "mailing lsits as your search term at Google

 


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Friday, July 04, 2003 #6064
what is the cost of a billboard in bandra??

 

The Media Guru Answers(Monday, July 07, 2003 ):
Contact the local billboard company. Start with The Indian Yellow Pages 'Bandra outdoor' listing

 


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Friday, July 04, 2003 #6063
What does a media plan look like?

 

The Media Guru Answers(Monday, July 07, 2003 ):
See the Guru's Parts of a Media Plan

 


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Friday, July 04, 2003 #6062
Do you have any suggestions of where I could find research information about who enters contests on the internet?

 

The Media Guru Answers(Monday, July 07, 2003 ):

 


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Thursday, July 03, 2003 #6061
Dear Media Guru, I am dealing with mapping the exposure to the mass media campaign of a certain non-profit organisation. I found nothing in the literature on such mapping other than the use of geodemographic. Can you please refer me to articles or websites or companies who deals with such mapping, and if there are none or but few, can you please suggest why is there no demand for such mapping? Many thanks.

 

The Media Guru Answers(Monday, July 07, 2003 ):
It seems to the Guru that mapping, in a vacuum of other data, is not very useful. Geoscape is one soure of multivariate - media delivery mapping systems.

 


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Thursday, July 03, 2003 #6060
Hi Guru, I'm running a direct response radio campaign and wanted to find out if there has been any studies regarding an average response rate on this type of campaign. I wanted to find out if let's say I ran an average of 5-10 spots per day in a mix of morning, afternoon, and evening dayparts, how many calls should i expect to see? Thanks in advance for your help! k

 

The Media Guru Answers(Monday, July 07, 2003 ):
Ratings, daypart, offer, and copy strength are all other important variables. Try Direct Marketing Association (DMA) or The Radio Advertising Bureau (RAB).

 


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Thursday, July 03, 2003 #6059
how do you convert CPC to CPM?

 

The Media Guru Answers(Thursday, July 03, 2003 ):
Assuming that by "CPC" you mean "cost per click" then you need CTR (click thru rate) as another variable.

CTR = total clicks ÷ total ad impressions (ad serves).

CPC times CTR times 1000 = CPM

 


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Wednesday, July 02, 2003 #6058
format of a proper media plan

 

The Media Guru Answers(Wednesday, July 02, 2003 ):
See the Guru's Parts of a Media Plan

 


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Wednesday, July 02, 2003 #6057
Can you please tell me in a sentence or two what the difference is between MRI and Scarborough research. I went to both of their websites and can't figure out the difference. Please clarify for me. Thanks

 

The Media Guru Answers(Wednesday, July 02, 2003 ):
  1. MRI is focused on national product and media use (especially magazines)
  2. Scarborough is focused on local markets' consumer behavior, especially retail, and local media, especially radio and newspaper
  3. There is much overlap in what is measured, Scarborough's total sample is much bigger since it must be projected to individula markets reliably.
  4. There are many finer points to consider

 


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Tuesday, July 01, 2003 #6056
I'm looking for a market guide called "Snapshots". Do you have any idea who publishes this?

 

The Media Guru Answers(Monday, July 07, 2003 ):
This might be a product of any research company anywhere in the world. APX is one. The Guru needs more information to respond.

 


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Tuesday, July 01, 2003 #6055
Dear Guru, My client sets share of voice objectives and requires us to outvoice competition during any week. That was fine till now, until someone convinced him that he should be looking at Weighted GRPs (weighted by copy duration). He started to argue that for weeks he has been outvoiced bec. his competition is using a longer copy duration. I need to have your opinion on the above. Also, would appreciate if you could provide me with a solid documentation that argues against using Weghted GRPs if that is your belief. Thanks !

 

The Media Guru Answers(Monday, July 07, 2003 ):
When thinking in terms of "outvoicing" competition, it is perfectly reasonable to allow for copy length differences. If we didn't think longer copy was more effective, all TV advertisng would be :15 or less.

 


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Tuesday, July 01, 2003 #6054
Where can I find TV advertising impact information for the consumables industry in the United States?

 

The Media Guru Answers(Monday, July 07, 2003 ):
Even were there a generally accepted definition of impact Guru does not think there is a generally available source.

 


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Tuesday, July 01, 2003 #6053
Hi.Mr.Guru,what's the difference between Spot and programn?Maybe it's a easy question, but i got confused,thx

 

The Media Guru Answers(Thursday, July 03, 2003 ):
As a noun, "spot" means a broadcast advertisement. It can refer to the piece of copy or the aring in a time slot. As an adjective, "spot" means local purchase as opposed to national.

Program means the broadcast content. "Friends" is a program in which you may buy time for your spot.

 


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Monday, June 30, 2003 #6052
At what penetraiton level of the US will buying Network Cable be effecient?

 

The Media Guru Answers(Monday, July 07, 2003 ):
"Efficient" in this context means most cost-effective, in other words, when the accumulated cost of local buys equals or approaches the cost-per-point of network. With the 45 or so rated networks, at greatly differing efficiencies (most of which are likely not to be rated in most markets) and even more others, this is a tough call to generalize.

Even with ratings, the answer will depend on what demographic you target and whether you buy from the top down, based on size. SO in large part it's a matter of deciding what you would choose to buy locally and seeing how many markets deep you could make that buy before approaching the national cost. With the usual, relatively great inefficiency of local cable, the Guru would imagine the typical answer will be that about 25 markets deep bought locally will generally bring you to preferring network.

 


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Sunday, June 29, 2003 #6049
Do you have any information on the effectiveness of radio dj endoresements?

 

The Media Guru Answers(Monday, July 07, 2003 ):

 


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Saturday, June 28, 2003 #6048
Hi Guru, following my question # 6037, my manager asked me to prepare a report on CPM of my brand from 2002 to YTD, how did it perform? What is my remark, my reconmendation. I have mentioned following factors in my report : - Total CPM of my brand compared to competitor via month. - CPM by market ( with more than one channel in each market) via month comparison - CPM by timeslot in each channel comparison. Is there any other factors that to your view, I need to consider in my report? It seems that you only work for this website by the end of week ? Since I have been waiting for your reply from beginning of this week. Sorry to chase you again but please please reply soon, I have to submit the report by this monday. Thanks very much for your helping me so far.

 

The Media Guru Answers(Saturday, June 28, 2003 ):
It seems you have already gone well beyond any realistically useful cpm factors. Sorry about the timing. Remember the Guru always offers a double-your-money-back guarantee on his responses to your queries.

 


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Friday, June 27, 2003 #6047
I have been approached to be the title sponsor of a new sports talk radio show. The show will be on over 200 stations across the U.S. and Canada. With no ratings or history, how do I determine what is a fair price to pay for the sponsorship?

 

The Media Guru Answers(Monday, June 30, 2003 ):
The Guru would start from the assumption that a sponsorship which reaches the target and has added impact for your marketing is worth some cpm premium.

Then you need to know what cpm you would pay for ordinary, targeted programming.

Finally, you need to estimate the audience delivery against which to apply the cpm and premium factors. You can get a guarantee from the vendor, if the program will be rated. Otherwise, examine the average ratings of similar programs in similar circumstances.

 


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Thursday, June 26, 2003 #6043
Hello Media Guru, Could you tell me what the leading publications are to reach chain and restaurant owners?

 

The Media Guru Answers(Monday, June 30, 2003 ):

 


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Thursday, June 26, 2003 #6042
what is the role of media in communication plan today and tomorrow

 

The Media Guru Answers(Monday, June 30, 2003 ):
This seems to depend on who is using the term "Communications plan."

In the broad scope of marketing planning, the communications plan defines the number and type of messages directed to the consumer and the media which will be used to convey the messages.

 


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Wednesday, June 25, 2003 #6041
Can you explain to me the difference in frequency and recency? I have been out of the media buying field for a couple years and the term "recency" is new to me. Thanks.

 

The Media Guru Answers(Monday, June 30, 2003 ):
"Recency" and "effective frequency" two approaches to setting communications levels. Though often cited as opposing views, recency takes frequency into account.

Click here to see past Guru discussion of these terms.

 


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Wednesday, June 25, 2003 #6040
hi, I need to find a table with information about estimated advertising prices on the leading tv programs in the US. How much is a 30 sec. spot on the top rated programs. I know such information can be found on the net I just couldn't find it. would you know where? thanks andy

 

The Media Guru Answers(Monday, June 30, 2003 ):
These data change continuously. The major trade publications are the best source: Ad Age or MediaWeek

 


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Wednesday, June 25, 2003 #6039
Could you, please, give me some example of "innovative media use" in Television?

 

The Media Guru Answers(Saturday, June 28, 2003 ):

 


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Wednesday, June 25, 2003 #6038
Can you plese help me in knowing the details of the career as a Media Planner and exactly what is Media Planning?

 

The Media Guru Answers(Saturday, June 28, 2003 ):

 


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Wednesday, June 25, 2003 #6037
Hi Gure, As I media planner, I have asked to prepare a report on CPM of my brands. Please advise me what factors should I mention in my report. Please do reply asap. Thanks.

 

The Media Guru Answers(Friday, June 27, 2003 ):
The Guru doesn't immediately understand why you would go beyond listing the specific media and the cpm for the brand's target for each. Perhaps you need to clarify the question.

 


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Tuesday, June 24, 2003 #6036
Is there a name for advertisements or promotions that retain brand awarness in a consumers mind after the advertisement is viewed, and if there is, is their a calculation or index to compare how effective an ad or promotion is at doing this?

 

The Media Guru Answers(Saturday, June 28, 2003 ):
They are called "good ones."

Whatever your standard is for effectiveness, awareness, sales, etc., it must be quantified, as % awareness for example. The result from any other promotion can then be divided by this standard to yield an index.

 


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Tuesday, June 24, 2003 #6035
outdoor

 

The Media Guru Answers(Friday, June 27, 2003 ):

 


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Tuesday, June 24, 2003 #6034
Hi,Mr. Guru,I heardof that some media veteran always use a media analysis tool named "p-map" to compare a media with the others, what's it? would you give me some links about "p-map" thanks

 

The Media Guru Answers(Friday, June 27, 2003 ):
It's a great tool, but "always" seems a bit strong. See Telmar's p-maps

 


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Monday, June 23, 2003 #6033
Is there a rule of thumb as to the amount of weight that should be applied to traffic, news & weather sponsorships in either TV or radio?

 

The Media Guru Answers(Friday, June 27, 2003 ):
No.

 


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Monday, June 23, 2003 #6032
I have recently moved into a Media Coordinator position. I am very experienced in media planning and researc, but am limited in my media negotiations. Is there any books out there that I can read on this topic that could help me? Everything I find is books for students and does not go into media negotiations. Thanks!

 

The Media Guru Answers(Friday, June 27, 2003 ):
Negotiation is an art learned by experience. A "very experienced" planner and researcher should pick it up easily.

At it's most basic, it's a matter of giving the other person a reason to offer what you want at the price you want. The reason may be as simple as to keep you from walking away when the other person wants your money.

See theAMIC Bookstore (in association with Amazon.com).

 


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Monday, June 23, 2003 #6031
i m a college student and as a project i have to launch a product in the market....its another to be added to the endless list of snacks but promises nutrition unlike the others...wht is the most effective media plan tht i can carry out or references where i can get leads. also wht is the most simplest definition of media planning and what are the most significants pointers to be kept in mind while carry out an operation. what all does media planning include???

 

The Media Guru Answers(Friday, June 27, 2003 ):

 


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Monday, June 23, 2003 #6030
Dear Guru,As a media planner, what should I care CPM for? Since I need your info very urgent, pls reply soon. Appreciate your help.

 

The Media Guru Answers(Friday, June 27, 2003 ):
Lower cpm means more impressions per dollar (or whatever currency unit you use). Planners need to consider this in selecting media and vehicles.

 


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Saturday, June 21, 2003 #6029
Dear Guru, Please help me to clarify these issues : - What CPT and CPM stand for ? - Are the formulas to calculate them as follows : CPT=(Costx1000)/Impression CPM=(Costx1000)/Reach(000) - Impression and Reach in thousand are not the same,are they? Impression include duplication but the reach in thousand does not. Impression = Reach(000)x OTS? - Therefore, there must be different b/w CPT & CPM. But it seems that most books consider them as the same. - GRP = OTS x Reach (%)or GRP = Frequency x Reach (%)? - Does OTS have some meaning of impression? Since these issue confuse me now so much and I current get a stuck in preparing a report. Pls do reply me as soon as possible. Many thanks.

 

The Media Guru Answers(Saturday, June 21, 2003 ):
You have tangled up several ideas and defintions. In different countries, some of these terms are used differently or not used. For example, in the Guru's base of the U.S., we do not use "opportunities to see (OTS)," and though you may be in Thailand, the Guru will not assume so.

CPM stands for cost per thousand impressions; the "M" is the Roman numeral M, meaning one thousand. CPT is not familiar in the US, but is probably another indicator of Cost per Thousand impressions.

The Guru most often sees "OTS" used as equivalent to "impressions" but sometimes as a reference to average frequency, so here are the simplest definitions.

"Impressions" are the number of advertising exposures, i.e. the number of different people exposed to advertising times the average number of occasions on which they are exposed. Thus, duplication is included.

"number of different people exposed" is equivalent to "reach."

"Number of occasions on which they are exposed" is equivalent to "frequency."

CPM is cost of advertising divided by impressions in thousands. Reach is not involved.

When reach is expressed as a percentage of a target group, then reach x frequency = GRP.

 


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Friday, June 20, 2003 #6028
What are the advantages of having an agency with in-house media planning and buying capabilities? And the disadvantages of seeking a separate firm that works only with media buying and selling?

 

The Media Guru Answers(Saturday, June 21, 2003 ):
In house keeps media closer to product marketing and MAY save versus paying outside fees. A separate frim may not get fullly involved in marketing issues and may be over fcoused on price.

On the other hand, an in-house operation may become isolated from the broad picture of the market and opportunities, while the specialist firm is likley to have better negotiators with more and broader experience.

 


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Thursday, June 19, 2003 #6027
I am doing a project on Lifetime TV, and I need to find a media kit. Where can I find out information about this network? ie.demographics, advertisers

 

The Media Guru Answers(Saturday, June 21, 2003 ):

 


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Wednesday, June 18, 2003 #6026
What research has been done on the Multiplier effect of radio in South Africa?

 

The Media Guru Answers(Wednesday, June 18, 2003 ):

 


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Wednesday, June 18, 2003 #6025
where would i find consumer information for the middle east countires

 

The Media Guru Answers(Saturday, June 21, 2003 ):

 


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Wednesday, June 18, 2003 #6024
where can i find media information for the following countries egypt iran jordan lebanon syria

 

The Media Guru Answers(Saturday, June 21, 2003 ):

 


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Tuesday, June 17, 2003 #6023
Do you have any guidelines on how to keep a mid-sized ad agency's media department most efficient and profitable? We do a lot of local planning and buying, which is research and labor intensive.

 

The Media Guru Answers(Saturday, June 21, 2003 ):
There are a lot of issues of personal chemistry to consider. In broadstrokes, the Guru would seek to:
  • Minimize turnover; replacing staff is expensive and does not contribute to the bottom line at all.
    -This means promoting from within
    -Developing staff training to help make staff promotable
    -Assuring that senior staff are leaders who encourage success of subordinates by giving responsibility and credit
    - Not tolerating abusers or morale killers
  • Look for added ways media can contribute to the bottom line: many clients want direct communication with their media team, not filtered by less knowledgeable account execs
  • Media ideas can make the difference in new business pitches when presented authoritatively

 


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Tuesday, June 17, 2003 #6022
hi again...i wonder how to assess a definite hit program before airing as it is the era of sponsoring these programs and get the highest ad exposure and recall..much appreciate

 

The Media Guru Answers(Saturday, June 21, 2003 ):
To eversimplify:

You need to determine what has led to success previously; e.g. content, style, audience focus, competitive time slot. Then consider trends in audience interest. Then consider programming from the competition in the same time slots. It isn't simple.

 


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Tuesday, June 17, 2003 #6020
what are the information i need for competitive media review?

 

The Media Guru Answers(Saturday, June 21, 2003 ):
  • Who are the competitors?
  • When do they advertise?
  • What media do they use?
  • What kind of ads do they run?
  • What amount do they spend?
Each item above can be a detailing of the preceding category listed.

 


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Monday, June 16, 2003 #6019
Im trying to build an advertising media kit for potential advertisers. are there any websites that have templates? What are the key points that have to be included? Cheers.

 

The Media Guru Answers(Saturday, June 21, 2003 ):
The Guru is unaware of on-line "templates" for this specific purpose, but probably most media have a media have a kit online to examine.

Key points to cover are rates, ad units / sizes, audience, editorial mission / content, as well as key dates for orders materials, and on sale (or the equivalent availability if not print).

Click here to see past Guru responses about media kits.

 


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Sunday, June 15, 2003 #6018
1. What is your recommended media strategy against very heavy campaign competitor, but our has budget limitation 2. Could you give example about your best media recommendation completely or summary Thanks

 

The Media Guru Answers(Saturday, June 21, 2003 ):
Some techniques versus a much heavier spender include:
  • Outspend the competitor in just one medium, perhaps a medium the competitior doesn't use, but pick one judgfe strong for your market
  • Outspend the competitor in selected geography, then roll-out as you establish success
  • Outsmart the competitor by concentrating in the most powerful medium with editiorial / content opportunities, sponsorships, etc

 


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Sunday, June 15, 2003 #6017
it is me again who asked about p-o-p effectiveness.well actually i visited popai and nothing is for free....can i have ur input reagrding their effectiveness please and how to convice client behind the added of using such media

 

The Media Guru Answers(Sunday, June 15, 2003 ):
The Guru does not consider p-o-p to fall within the realm of media, rather it's promotion.

 


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Sunday, June 15, 2003 #6016
hi Guru...how can i get specific info on in-store media effectiveness( like shelf talkers, category banners, shelf edges, gondolas etc..), rational behind recommending the same to client given the evolution and mushrooming nowadays with cluttered activities in all big stores and hyper markets.. i really need supporting info as well as success models "case studies"...Thx

 

The Media Guru Answers(Sunday, June 15, 2003 ):

 


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Sunday, June 15, 2003 #6015
how to identify success and hit programs prior to airing

 

The Media Guru Answers(Sunday, June 15, 2003 ):
It's an art. If it were simple to do, all shows would be hits.

 


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Saturday, June 14, 2003 #6014
In a market where media research is not developed, how do u persuade clients to look at uncoventional media when it cannot be evaluated its media efficacy. Also what is the objective of any media buy, is it the lowest CPRP

 

The Media Guru Answers(Sunday, June 15, 2003 ):
  1. Acknowledge that the recommendation is based on judgeemnt and experience
  2. Explain the value ov the unconventional media in terms of analogies to known media and expressed marketing strategies

In a media buy, assuming the plan has specified exactly what media to but in what environment and all other details, then the buyers only goal is to buy the specified media at the lowest cost per audience. Realistically, however. planner often leave buers much latitiude and it is up to the buyer to discern what environmental or quantitative variabe need ot be a focus.

 


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Thursday, June 12, 2003 #6012
I have a healthcare recruitment client who is asking for the attribute of purchasing, TV/ Cable, Outdoor and radio. I have told my client that these are high impacts mediums, but she is looking for benefits over the mainstram print that they are used to doing.

 

The Media Guru Answers(Sunday, June 15, 2003 ):

 


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Thursday, June 12, 2003 #6011
media strategies

 

The Media Guru Answers(Sunday, June 15, 2003 ):
See the Guru's Parts of a Media Plan.

 


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Wednesday, June 11, 2003 #6009
Hi Guru, I have heard of one method of setting effective frequency. That is we evaluate the criteria such as : established compaign, complexity of message, well-known brand, high product clutter... by giving them marks depening on their level. This mark will be multiplied by coefficient of each criteria. The total mark will be used to set the effective frequency level for that product. Pls supply me with more info on that. Appreciate should you can give me detailed explaination on steps to do that or give me a source to refer. Another question is that how can we set effective GRP based on effective frequency level, reach curve,no. of phase ( what is no. of phase?).The reach curve we use hereabove is that of target group of the brand or of any else? Thanks a lot.

 

The Media Guru Answers(Sunday, June 15, 2003 ):

 


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Wednesday, June 11, 2003 #6008
Is there a standard rule of thumb for numbers of readers per copy for science trade pubs?

 

The Media Guru Answers(Sunday, June 15, 2003 ):

 


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Wednesday, June 11, 2003 #6007
Is there a report somewhere that outlines how much a market's CPP has increased over the last 5 or 10 years (other than looking through 5/10 years worth of SQAD) and is there a report showing any prediction of what that market will be doing in 5-10 years?

 

The Media Guru Answers(Sunday, June 15, 2003 ):
Generally, there are two kinds of CPP reports, predicted and actual after the fact. "Actual" depends on individual buyers. Does it matter that a marekt's overall actual W18-49 CPP has been $100 if all the buys made for the W18-49 target averaged $75 CPP?

So, many buyers track CPPs based on target buying experience or experience on behalf of specific clients, which may differe because of buying standards even with the same target. SQAD is useful in these cases, when you don't have the specific experience and can't tell if any published article reflects your needs. With any number of targets and 200+ markets, there is not likely to be another, free source of such comparisons. Your 5 year report would be 1000+ entries for each demographic and daypart, no small undertaking.

 


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Tuesday, June 10, 2003 #6006
Dear Guru, I have the circulation figures and the readership duplication percentage of various dailies. How can I calculate the net reach? What are the other variables required to calculate net reach? Thanx, Toolie, Bangladesh.

 

The Media Guru Answers(Sunday, June 15, 2003 ):
You need a computer with software such as that offered by Telmar.

The calculation is extremely complex. For example, in print, as input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Beta-binomial function. There are variants of this formula, which might be preferred, depending on media type and other variables

 


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Tuesday, June 10, 2003 #6005
I m making a presentation on media for a new client (product: TEA). Could you please give some references or your inputs so that i can make an effective presentation

 

The Media Guru Answers(Sunday, June 15, 2003 ):
Your question is a bit vague. Also you apparently are writing from an unspecified country outside the US. Media behavior and communication contribution, and consumer interactions differ from culture to culture. For some general, but US-based media comparisons, see the Guru's media strengths page.

 


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Tuesday, June 10, 2003 #6004
We have planned for our client (consumer product) for a TV campaign at prime time slot of Channel A where we are getting good GRP (360 per week) and low CPRP. The campaign is for one month. At the same time we are also proposing to advertise on channels B & C as well. Though the ratings of these channels are not as good as channel A and CPRP at higher side, but the reason to advertise on channels B & C is to cater the audience of those channels as well otherwise we are duplicating the same audiences if we go only for channel A at prime time slot. Now our client insisting that if we are getting the required GRP with low CPRP from channel A, why should I go for channel B & C? Please advise that should we go only for channel A or for channels B & C as well.

 

The Media Guru Answers(Sunday, June 15, 2003 ):
The issue is in how you define "the required GRP." If this level is based on a reach goal, effective frequency goal, or some similar communications standard, then the question is whether concentrating all the GRP in one channel will achieve this goal.

Your question implies you have some basis for thinking that a portion of your target is only reachable on channels B & C. Presumably, you have a way of documenting that theory. This becomes your rationale for broadening your buy.

 


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Monday, June 09, 2003 #6003
I am trying to track down information related to ad processing outside the US. I'm interested in finding out what systems/software exist in the large non-US ad markets. For example, Donovan and Encoda are bigger players in the US. I'm looking for other Donovan or Encoda like companies elsewhere in the world. Can you point me in the right direction? I appreciate the help. I'm with the Associated Press and working on a strategic project related to our newsapper ad management system called AdVantage. Thanks much.

 

The Media Guru Answers(Monday, June 09, 2003 ):
Visit Telmar.com, and find links to information at our worldwide offices. Queries there may turn up the information you seek.

 


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Monday, June 09, 2003 #6002
Where can I find models which measure/monitor/predict seasonality in ratings (HUT levels decline after daylight savings for some dayparts by xx%)?

 

The Media Guru Answers(Monday, June 09, 2003 ):
It is simply a matter of looking at history, i.e. past Nielsen ratings.

 


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Monday, June 09, 2003 #6001
I am looking for media strategies that pertains to the cellphone market. Where can I find some case studies on this market?

 

The Media Guru Answers(Monday, June 09, 2003 ):
Strategies depend on more than just the product category. Age target, price, and competitive environment are among the influences that might vary within the cell phone category.

Trade media such as Ad Age or MediaWeek, might have covered the topic.

 


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Sunday, June 08, 2003 #6000
How can I tell if the Guru has already answered my question for another member?

 

The Media Guru Answers(Sunday, June 08, 2003 ):
Go to the Guru Archives Search Engine. Use your main topic as your search term.

 


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Friday, June 06, 2003 #5999
Dear Guru: I would like to know that GRP calculation is reach x Avg. frequency or rating x Avg. frequency

 

The Media Guru Answers(Saturday, June 07, 2003 ):
Just as a matter of simple arithmetic relationship,
GRP = reach x average frequency.

 


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Thursday, June 05, 2003 #5998
Hi Guru. I'm with a graphic design firm that has been asked to help with a media plan for a small children's museum with a limited budget. Even though we design print ads, we are not usually asked to help with the media selection. I'm looking for sources of cost effective local print media, internet and possibly outdoor advertising aimed at generating visits from schools, families and tourists. Also, if this process is too daunting for a non-media planner, how do you recommend finding and evaluating a freelance media planner or small firm that offers this service and is familiar with our local market?

 

The Media Guru Answers(Saturday, June 07, 2003 ):
This is the work of a professional planner. Possible, but tedious, for others. For the local market, the yellow pages may held find one who can answer e few quesitons on the phone and establish an ability to do the required work. If your AMIC registration is the up-to-date, you may get some suggestions by email.

 


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Thursday, June 05, 2003 #5997
net to gross

 

The Media Guru Answers(Saturday, June 07, 2003 ):
Net is gross less agency commission. In the traditional formula:

Net is 85% of Gross.
Gross is 117.65% of net.

 


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Thursday, June 05, 2003 #5996
How do I figure out the total readership of trade publications. They are not listed in MRI. Is there an industry average for Readers Per Copy for trades? Thanks

 

The Media Guru Answers(Saturday, June 07, 2003 ):

 


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Wednesday, June 04, 2003 #5995
We are planning to release a TV launch commercial, I want to know what do you think the effective frequency, effective reach & GRPs. The commercial duration is 30 secs.

 

The Media Guru Answers(Saturday, June 07, 2003 ):
There are many considerations Click here to see past Guru discussion of effective levels

 


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Tuesday, June 03, 2003 #5994
Media useage by adults 50+

 

The Media Guru Answers(Saturday, June 07, 2003 ):
See MRI and Simmons

 


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Tuesday, June 03, 2003 #5993
There has been a major shift in focus of media planning from the "numbers" to the actual "environment" of the medium, especially within print. Why do you think this is so? When are numbers important?

 

The Media Guru Answers(Saturday, June 07, 2003 ):
The Guru sees it differently.
  • In the Guru's experience (30+ years), print has always been more focused on environment versus numbers as compared to broadcast media.
    --In fact, the Guru can remember when some experienced planners didn't even know that print had GRP's, back in the days before everything was computer- dependent
  • On the other hand, over this period of time, the broadcast world has changed from there being three giant network outlets with the big numbers versus few independent stations to a situation of 7 major networks (ABC / NBC / CBS / Fox / WB / UPN / Univision ) just somewhat bigger than several independent stations market-by-market, and 100's of stronger or lesser cable options.
    --Environmental differences outweigh the numbers
    --Or, the compuers handle the numbers leaving planners the environment to discuss subjectively
  • Finally, as you mature professionally, you become more able to deal with enviromental data versus numbers; you are changing, more than the world around you

The media environment in which you communicate is always important, but you must know how much of your target audience you reach and how often and whether you have spent your budget efficiently.

 


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Tuesday, June 03, 2003 #5992
Dear Guru, could you please give me some idea about Brand Development Index? Why it is used? What sort of understanding we could get by calculating BDI? What effect does it have in Marketing Plan or in Media Plan? Thanks. Toolie,Bangladesh

 

The Media Guru Answers(Tuesday, June 03, 2003 ):
Click here to see past Guru commment on BDI

 


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Monday, June 02, 2003 #5990
Media Guru: What is the carryover of awareness from one flight to the next? (with relatively little time between) How does the first flight affect the level of support necessary for the second flight? For instance, if the first flight achieves a target reach of 80%, I assume that your second flight could acheive the same reach at a lighter media level. Do you have any research on this? Please help! Thank you, Brooke

 

The Media Guru Answers(Saturday, June 07, 2003 ):
The reach of a flight relates to the GRP and program dispersion. Given the same schedule, the same reach is achieved.

Awareness is not the same as reach, but of course there is a relationship; only those reached will have ad awareness.

Once a level of awareness is established, less weight may be necessary to maintain that awareness. One rule of thumb is a 10% decline in awareness in each week without advertising. From this, levels of added support can be planned. Much depends on the levels achieved and desired.

 


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Monday, June 02, 2003 #5989
for finding the number of the total viewers in a tv campaign, which one is more reliable and logicial? to multiple the reach with the total sample or multiply rating with the total sample? thx.

 

The Media Guru Answers(Monday, June 02, 2003 ):
Firstly, in neither case is the "sample" relevant. You need to consider the total population which the sample represents.

Then, if you want to find the number of different viewers exposed to the campaign, multiply by reach. If you want the gross exposures, including duplication of exposures, multiply by the sum of the ratings (GRPs). Reliablilty isn't quite the issue. Ratings are subject to reliability toilerances, which grow smaller as you compile GRPs and the tolerances on each ratings measure cancel out. Reach, on the other hand, is subject to the accuracy of the model. The relative error is usually greater on reach than GRP, but they are not measures of the same thing.

 


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Monday, June 02, 2003 #5988
Question wrote at Wednesday, May 21, 2003 #5979: We’ve done an AdAwareness modeling and planning for 8 markets. And we require to do projection for other dozens of markets. The objective is to define the budget setting of each market based on our models. What’s the best approach we should look at? The Media Guru Answers(Saturday, May 24, 2003 ): It is not clear what the result of your "Awareness modeling" is. Does your model give you the weight to deliver by medium? In that case, you just need access to media costs by market. If not, your query needs clarification. The Awareness Modeling gave us the response function and we can do prediction based on the parameters we found (short/long term effect, decay, etc.) Up to now the awareness planning will help us to identify how much weight we need to get certain level of adawareness, and vice versa, how much adawareness we can get with our media weight. We're still consentrating in the aided TV adawareness modeling. The question is, how can we apply our modeling (8 markets) to any other market. As far as we understand, the response function and awareness modeling itself are applied only for the tracked Market respectively. Is there any successful case study for applying awareness modeling into other market which has no historical awareness data?

 

The Media Guru Answers(Monday, June 02, 2003 ):
If you define your model as not applicable to other markets, you leave yourself with no options.

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

 


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Monday, June 02, 2003 #5987
The brand I work on has been a market leader in consumer durables for the last 2 decades. The brand values are extremely strong and it enjoys good loyality from customers.This brand is also identified by its unique and memorable advertising thru these years. But in the last 3 years intense competition has hit us on both pricing as well as image front, resulting in loosing brand strength end eroding market share. I would like to know if there are cases of brands that have bounced back with help of brand campaign that is driving towards creating preference and retaining loyality for the brand. Is there any website/book that you can recommend? Thanks.

 

The Media Guru Answers(Monday, June 02, 2003 ):
The Guru deals with Media planning/Media buying/Media research/Media department managment questions.

 


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Saturday, May 31, 2003 #5986
we are planning an editorial calendar for our weekly newspaper we have many topics and features wold like some one in the industry to assist in organizing a media kit can you help?

 

The Media Guru Answers(Saturday, May 31, 2003 ):
There are specialists in this process. One, Patricia Luebke, has an essay in the Guru's 'Think Piece' area.

 


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Thursday, May 29, 2003 #5985
I'm putting together a TV schedule that will run in June. Do I use the May sweeps book , or the July sweeps book to post against?

 

The Media Guru Answers(Saturday, May 31, 2003 ):
Rule of thumb: assuming you are looking at regular programming, average the preceeding and following books. If you have any special programming to consider, use some judgement. For example, the World Series, in October, will do better than the average of the surrounding books. In June, you might consider that May is the final sweeps of the "new" programming and may be less representative of June than is July.

 


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Thursday, May 29, 2003 #5984
Want to know the calculation of different GRPs to get required reach on 2+ or 3+ OTS e.g. on 400 GRPs gets 60% reach on 3+ OTS

 

The Media Guru Answers(Saturday, May 31, 2003 ):
You need a computer with software such as that offered by Telmar.

The calculation is extremely complex. For example, in print, as input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Beta-binomial function. There are variants of this formula, which might be preferred, depending on media type and other variables

 


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Thursday, May 29, 2003 #5983
what is the formula or how can we calculate the recall impact or residual impact after a TV campaign

 

The Media Guru Answers(Saturday, May 31, 2003 ):
Recall is not a factor of media so much as an artifact of the power of the creative. In general, some formulae show a loss of approximately 10% of the preceding week's ad awareness level for each week with no new activity.

 


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Thursday, May 22, 2003 #5982
I'm not sure whether I'm in the proper forum, but here goes: Advertisers for our trade publication use "lack of leads" as a common objection. We use a reader response system that does not generate a lot of leads. Our recent reader survey shows that readers overwhelmingly go to the Web or call the company directly (more than 60%) vs. using the reader response (5%). Here's the question: How do we overcome the objection that advertising in our trade publication is not generating enough leads to warrant the expense? We are an unaudited monthly, circ. about 8,000. Thanks for your help in advance.

 

The Media Guru Answers(Saturday, May 24, 2003 ):
  1. Arrange (wtih the advertisers) a test. Give something to any lead who mentions your book when contacting the advertiser
  2. Develop a system that supports lead generation: direct readers to a page on your web site that sends the inquiry to the advewrtsier and again, reward the inquirer, somehow, perhaps a contest entry

 


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Thursday, May 22, 2003 #5981
What is your strategy for determining radio cpp by market?

 

The Media Guru Answers(Saturday, May 24, 2003 ):
The Guru generally talks to sales reps. The cost guides like SQAD are an option.

 


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Thursday, May 22, 2003 #5980
Dear Guru, My Client insists on using celebrities in ad campaigns of his brands. The main objective is to encrease brand awareness significantly. How can we evaluate whether using celebrities is more cost effective than just investing into direct advertising. Not taking into consideration other celebrities values like distiction, trust etc. Thanks in advance

 

The Media Guru Answers(Saturday, May 24, 2003 ):
Testing seems to be the answer. Try a campaign with no celebrity in a control market and compare results vs costs. If awareness (not sales) is your only standard, then a laboratory copy test shouyld be sufficient. Either way, this is not a media question.

 


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Wednesday, May 21, 2003 #5979
We’ve done an AdAwareness modeling and planning for 8 markets. And we require to do projection for other dozens of markets. The objective is to define the budget setting of each market based on our models. What’s the best approach we should look at?

 

The Media Guru Answers(Saturday, May 24, 2003 ):
It is not clear what the result of your "Awareness modeling" is. Does your model give you the weight to deliver by medium? In that case, you just need access to media costs by market. If not, your query needs clarification.

 


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Wednesday, May 21, 2003 #5978
Dear Guru, Iam doing an assignment on marketing just needed to know What media constitute 'main media advertising'? and what media constitutes 'direct and online marketing'? where I can find some info on main media advertising. Thanx heaps

 

The Media Guru Answers(Saturday, May 24, 2003 ):
"Main media" may merely be a reference to the largest budgeted media of a plan. It is not a standard media term.

"Direct marketing" is messaging that may use direct mail or print or broadcast ads. In any case, the distinction is that the ad asks for audience response in the form of an immediate purchase or info request back to the advertiser by sending in an included reply form or calling a telephone number.

"Online marketing" relies on message delivery via the internet.

 


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Monday, May 19, 2003 #5977
Could you give some of your thoughts on ROI of marketing mix models, especially that for mass media and direct marketing. Some reading references will be a great help

 

The Media Guru Answers(Saturday, May 24, 2003 ):
Marketing mixes properly vary depending on product type and goals. See AMIC Bookstore (in association with Amazon.com)

 


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Monday, May 19, 2003 #5976
Do you have information on media usage of teens?

 

The Media Guru Answers(Saturday, May 24, 2003 ):
TRU, MRIand Simmons offer teen reports.

 


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Saturday, May 17, 2003 #5975
Guru, I am currently completing a Masters degree in Communications. My major paper will explore the future of advertising. I am searching for research in relation to the impact Wireless marketing has had, and will have on the advertising industry. Moreover, where things are headed. The reshaping of Ad agencies and the new advertising mediums marketers will utilise in the future. Could you please advise if you could assist in locating such research? Thank you. Damian Creighton

 

The Media Guru Answers(Sunday, May 18, 2003 ):
Start with The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, May 15, 2003 #5974
I can use random probability to calculate reach. Is there any way I can create a complete frquency distribution? For instance, Is it correct to add up probabilities for an individual for 4 publications (Say 0.75, 0.75, 0.5 and 0.25) and say that frequency for the person is 2.25?

 

The Media Guru Answers(Sunday, May 18, 2003 ):
The Guru follows neither your math nor your logic here.

If your example means the the indivisual has a 75% chance of reading the first publication, etc how would that give the person a 2.25 frequency for the 4? You are working with almost unrelated data, not to mention the overstatement of random probability in calculating reach of related media. Further, frequency distribution deals with the numbers of persons who experienced each integral frequency, i.e. how many had one exposure, how many had two exposures. No individual may have a fractional exosure.

 


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Thursday, May 15, 2003 #5973
what is MSA

 

The Media Guru Answers(Thursday, May 15, 2003 ):

 


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Tuesday, May 13, 2003 #5972
Two questions: 1) WHere can I find information that lists the upcoming market research conferences/seminars/events, especially in terms of advertising or media industries. 2. Do you have a list of all the market research companies focusing on media (TV/Radio/)

 

The Media Guru Answers(Thursday, May 15, 2003 ):
The Guru deals with Media planning/Media buying/Media research/Media department managment questions.

There are dozens of market research companies that deal with audience research and other media-related issues.

The NY AMA Greenbook is the best source of listings.

 


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Tuesday, May 13, 2003 #5971
What is direct marketing

 

The Media Guru Answers(Saturday, May 17, 2003 ):
Direct marketing is a process that asks the target to order products or request information, by calling or sending a reply card to the marketer. The messages may be through traditional media, online or direct mail, etc.

 


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Tuesday, May 13, 2003 #5970
what is media advertising

 

The Media Guru Answers(Saturday, May 17, 2003 ):
Assuming you know what "media" means and what "advertising" means, the Guru is at a loss to understand your question. Assuming you dont't know the definition of these two terms, the Guru wonders how you found your way here to ask your question. So perhaps a clarification of your question is needed, Possibly you want to know the distinction of "media advertising" from some related term?

 


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Monday, May 12, 2003 #5969
Dear Guru, I need to know the costs for early evening and daytime television advertising costs and alos magazine ad costs

 

The Media Guru Answers(Saturday, May 17, 2003 ):
See SQAD for TV costs. MRI+ is a good source of magazine rates.

 


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Monday, May 12, 2003 #5968
I bought radio and TV for 2 years for an advertising agency but I'm brand new to media planning. I'm now a Media Director and responsible for the direction of our advertising campaign. What resources do you recommend using to figure out which mediums to buy based on our product and demo, and how much to spend in each medium? I have purchased "Advertising Medium Planning" by Sissors and Baron. Is this a good book? What else do you recommend? I have to target an upscale, adults 35+ demographic audience. Thanks.

 

The Media Guru Answers(Sunday, May 18, 2003 ):
MRI and Simmons are source of information about media audiences and product users. The Mendelsohn Media Research Affluent Study focuses similar data on the affluent market.

Communications strategy may come out of these data and experienced judgment. See also the Guru's Parts of a Media Plan and the Guru's media strengths page

 


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Monday, May 12, 2003 #5967
Hi...our home improvement company advertises on TV, radio and newspaper in 9 markets. We include a phone number in all of our advertising for people to call if they're interested in our products. We track the advertising source for all incoming calls and make all advertising decisions based on which mediums (and individual stations/publications) are producing the phone calls. No annual media planning is done at all (we don't even have set budgets) and advertising is cancelled and ordered haphazardly on a weekly basis based on these numbers. I believe, however, that you can't accurately track this because 1) TV and radio take time to take effect with public 2) people may have seen the ad on 3 different TV stations or 3 different mediums but only report they saw it on one. Do you think there is any merit to this tracking system? I've never heard of any ad agencies doing this and wonder if it's a waste of time and effort, not to mention advertising dollars. Thank you!

 

The Media Guru Answers(Sunday, May 18, 2003 ):
The Guru agrees. At best you track the last ad people saw. Such tracking overstates the impact of Yellow Pages in many cases.

 


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Monday, May 12, 2003 #5966
Dear Guru, When we calculate CPM of a specific TV channel (not specific program), shouldn't we take the average/standard rate of a 30 seconds primetime spot? One of our clients opposed to that and said that I should have taken the highest rate available to calculate i.e. rate of spot in the most expensive program available in that particular channel. And my boss was also agreeable to that. I was sort of cornered that day. Pls. help me finding the correct way to calculate CPM for TV Channels. A. M. Toolie

 

The Media Guru Answers(Monday, May 12, 2003 ):
If you are looking for a representative cpm to give a picture of the channel and its appropriateness, your way of averaging is right. The Guru doesn't see the use of picking a single program whether it's the highest rated, best cpm or any other extreme, if your ultimate goal is buying schedules.

 


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Sunday, May 11, 2003 #5965
Dear Guru, Many thanks for your reply on OTS and Effective frequency. It's been a great help finding you online, b'cos we don't have any institution to get proper training on issues regarding media planning. The thing is in our country (Bangladesh), while media planning, we always face a lot of problems due to the unavailabilty of data. However, we've got TV viwership ratings, Newspaper circulations and readership ratings etc. At this point, how can I effectively calculate OTS? Is it possible to do with the data I've mentioned. Thanks once again. M. A. Toolie

 

The Media Guru Answers(Sunday, May 11, 2003 ):
In the Guru's prior response (#5938) he explained how to calculate print OTS, if one audience exposure is your standard. For TV, 1 rating point means a quantity of audience exposures equal to 1% of the specified population.

 


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Friday, May 09, 2003 #5964
Dear Guru Would be interested in knowing if you have any info on online advertising models for financial clients. Any iformation pertaning to the approach for online advertising for financial clients would be welcome Thanks in Advance Johann

 

The Media Guru Answers(Sunday, May 11, 2003 ):
Sometimes the Guru wonders at the use of the buzzword "model," apparently meant to make an approach seem formularized. A "reach model," for instance, is a mathematical formula meant to take variables and produce a reach number based on past variables that actually produced a measured reach result. The intended result of a media plan is not so quantifiable when you specify that it is for a particular category. The key is the result intended, this will change according to the narrow category as well as other factors.

A promotional plan to sell bonds to consumers would be quite different than a branding plan for a full service "big 5" accounting firm.

The "model" if any is based on consideration of goals and strategies such as target, and communication strategies. See the Guru's Parts of a Media Plan.

 


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Friday, May 09, 2003 #5963
philip cotler

 

The Media Guru Answers(Sunday, May 11, 2003 ):
The Guru presumes you mean Philip Kotler of Northwesten University's Kellog School of Management.

 


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Thursday, May 08, 2003 #5962
Why do advertisers choose TV?

 

The Media Guru Answers(Sunday, May 11, 2003 ):
Generally, TV delivers the moist powerful message possible, cost factors aside. See the Guru's media strengths page.

 


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Tuesday, May 06, 2003 #5961
We've been given the opportunity to make a media proposal to put together the total advertising plan for a major motion picture. Can you help me understand what the most effective "model" for marketing a movie, including all of the different media which should be used? Help!

 

The Media Guru Answers(Sunday, May 11, 2003 ):
Unlike other products for which we do media planning, a nice thing about movies is that their success or failure is immediately, publicly and quantifiably known.

The Guru would examine the plans used by recent films, based on ad spend tracking resources such as CMR (Competitive Media Reports) and correlate these with published data on opening week box-office (after that, the "product qualiity" and reviews may be more of a factor thanb the advertsing). Of course other factors like star power come into it, but correcting for spending variance some rules of thumb could probably be set.

 


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Tuesday, May 06, 2003 #5960
If someone desires to share a regional / global media project with a leading global media marketing company and after several attempts to reach the top bossess does not get a response or even an acknowledgement with or without regret then what opinion should the person taking the initiative must have about the "Gurus of the Industry?" Regards Zahid Hussain Khalid

 

The Media Guru Answers(Tuesday, May 06, 2003 ):
The first conclusion is that "the Guru's of the industry" do not deal with the sorts of inquiries you are making. This is not a global company's boss's concern. You need ot find the right person in the marketing department or the agency . . . who might still not be interested, of course,

 


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Tuesday, May 06, 2003 #5959
Can you please define the terms small, medium and heavy weight media campaigns?

 

The Media Guru Answers(Tuesday, May 06, 2003 ):
Generally these terms are merely relative to the advertser's usual activity levels.

 


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Monday, May 05, 2003 #5958
I would like to know the history of sandwich board advertising--what was the first message and when? Where was it used and where can I find a picture of it? I've searched the Internet and cannot find any information pertaining to the above. Thanks--KLS

 

The Media Guru Answers(Tuesday, May 06, 2003 ):
Hanging a sign out in front of or near the store is not quite media, even if it's two signs one on the fron and one on the back of a person in the street. There is probably history on this somewhere, but perhaps not as "advertising."

 


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Saturday, May 03, 2003 #5957
sqad

 

The Media Guru Answers(Saturday, May 03, 2003 ):
See SQAD

 


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Friday, May 02, 2003 #5956
What are the costs of 30 second spots on the top 3 Nielsen rated TV shows reaching the M/F 25-44 50K+(HHI) demographic? Also, what are the ratings for these shows and how big are their audiences. Thank you o guru...

 

The Media Guru Answers(Sunday, May 04, 2003 ):
For such a narrow definition of top programs, you need to go to Nielsen, these won't be among the commonly published data.

In general, citations of specific program prices are meaningless. You may ask what was the average selling price of a :30 in "Program X" over the past year. But for planning purposes you must recognize that at any given time, a programs price depends on time of year, the size of the package within which it is purchased, the overall volume of the advertiser, etc.

 


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Thursday, May 01, 2003 #5955
I am in a marketing class at Legacy HIgh School. We are researching advertising on T.V. and cable. I was wondering if you knew the demographics of the media, the pro and cons, and the costs/rates/how it is sold?

 

The Media Guru Answers(Sunday, May 04, 2003 ):
You are asking for the world, which the Guru has covered in thousands of queries. Go to the Guru Archives Search Engine. Use your topics as your search terms.

 


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Saturday, April 26, 2003 #5953
Dear Guru : i need to know different structures of media agency Thank you

 

The Media Guru Answers(Saturday, April 26, 2003 ):
The Guru might not fully understand your question, but he is aware of media firms that simply do buying and related "back room" services and others that offer full scale planning and media research services. Some may be just media strategy consultants.

 


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Friday, April 25, 2003 #5952
I'm looking for any data about double spots in one break - if such startegy improves memorability and awareness

 

The Media Guru Answers(Saturday, April 26, 2003 ):
Try TV Bureau of Advertising aqnd The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Friday, April 25, 2003 #5951
Where can I find the rates for running 30 second television spots nationally during the 2004 NCAA Mens Basketball Tournament (specifically the Final Four April 3 & 5 , 2004 and for 30 second spots to be run nationally to coincide with the opening of the 2004 Major League Baseball season? thanks for your help mr. guru...

 

The Media Guru Answers(Saturday, April 26, 2003 ):
Contact the broadcaster for something so specific.

 


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Friday, April 25, 2003 #5950
Dear Guru, In response to your answer of question: Tuesday, April 22, 2003 #5945. I am grateful for this free service and respect your answers. However, your response, “How did they determine that people who have injuries will watch these programs? HAve they looked at / understood reach and frequency, IF this is the right programming?” This doesn’t answer my question. Since their campaign uses a phone number and they get immediate response to their spots, we know the programs they are buying contain their prospects. My point is, they over-advertise in the same area day in, day out, week in, week out (my original over-saturation point). The easy way to prove my theory is to have them just cut back a small portion and buy other areas. They are reluctant to do so without other proof, first. So, my original question stands: How do you determine (using media formulas) that an advertiser has oversaturated a day part? Thanks!

 

The Media Guru Answers(Saturday, April 26, 2003 ):
The simple approach, based on media formulae is to look for the point where the reach curve flattens (around 80% in the example below). This is where added GRP cease to add enough reach to be worthwhile, generally. But, your issue is one of definiton: What is "oversaturated?" In direct response terms, it's the point where response drops below an acceptable return on investment -- and apparently that has not happened. You would like to experiment with something new, which you apparently believe could have a greater ROI. If there has been any slackening in the response rate, that might justify a test.

 


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Thursday, April 24, 2003 #5949
Dear Guru, I'm trying to understand the differences between national cable and national TV. Does cable have the ability to change creative by on a national buy? I know I can do it with TV because of the way programming is scheduled and the networks have integration fees but I don't know about cable. Is national cable on networks just 1 feed out of NYC? SI there a way to buy an "unwired" cable network (not using NCC and buying each interconnect separately)? Thanks again.

 

The Media Guru Answers(Thursday, April 24, 2003 ):
Mechanically, national network cable is the same as network broadcast. As a practice, some cable nets use time zone feeds and others have just one feed. Interconnects do sell individually, just as broadcast stations do. In either case, the rep is -- at least -- a convenience.

 


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Thursday, April 24, 2003 #5948
Dear Guru, I am curious about the impact & reliability of pricing in the network upfronts. I have heard that Wall Street tends to over focus on this metric, and the networks encourage this. Are there some reliable general trends in advertising that follow a strong/weak upfront season?

 

The Media Guru Answers(Thursday, April 24, 2003 ):
It's somewhat like the stock market. The upfront depends on what the players think will happen. They are sometimes right.

 


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Wednesday, April 23, 2003 #5947
Is there any way to determine reach and frequency for a television or radio schedule if the only variables you have are cost and grps?

 

The Media Guru Answers(Thursday, April 24, 2003 ):
Aside from how many GRPs are affordable, cost has absolutely no bearing on reach and frequency.

GRPs can give a rough estimate if you have tables or formulae of general results, and GRPs by daypart / station / program can be all the input you need if you have the right software or formulae.

 


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Wednesday, April 23, 2003 #5946
wondering how to get a ballpark average cost per point for a radio market? Any ideas? Thanks, KJG

 

The Media Guru Answers(Thursday, April 24, 2003 ):

 


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Tuesday, April 22, 2003 #5945
I am trying to convince a personal injury law firm that they have oversaturated daytime television (court & talk shows) with their advertising. They regularly run in the same broad time period on each station daily. I am recommending cutting back a small percentage and spend it else where to build their reach. They are afraid to loose their dominant position. My question is, how do you determine overkill?

 

The Media Guru Answers(Thursday, April 24, 2003 ):
How did they determine that people who have injuries will watch these programs? HAve they looked at / understood reach and frequency, IF this is the right programming?

 


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Tuesday, April 22, 2003 #5944
For Nielsen ratings, is there a formula to adjust ratings from market to market? I bought a sports program that ran out of sweep and now I have to adjust it to the market that had a sweep book.

 

The Media Guru Answers(Saturday, April 26, 2003 ):
Do you mean to adjust to a different market or to a different time of year?

If you have other data from the markets, an index of average performance may be developed. For other times, one can average betwenn the adjacent, surrounding sweeps. But sports and specials can be tricky. The World Series occurs between sweeps, but will do better than the preceeding and following sweeps for the time period, In such a case, use the relationship between these periods and the actual dates based on the continuous, national data.

 


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Tuesday, April 22, 2003 #5943
i believe there is a rule of thumb when calculating the reach of trade publications. something like the first major pub in the buy gets over like 75 or 80% and then there is a average increase per added pub. It's just a rule of thumb, but it sure would be useful since we cannot define the size of the overall industry's target universe. IF you do not know this rule of thumb, how would you suggest we calculate the reach and frequency of 5 trade pubs bought with differing levels of insertions over a year. Thanks for any help!

 

The Media Guru Answers(Saturday, April 26, 2003 ):
Crudely: Calculate each book's circulation's percentage of the sum of the goups' circs and make this each one's individual reach. Start with the largest and calculate the added reach contribution of the others by random probability.

 


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Monday, April 21, 2003 #5942
Dear Guru, Is it possible for two different advertisers to share national TV or radio space? I understand that two brands or more from the same company can run ads under one contract, but can two completely different companies agree to purchase national ad space and then split the space to run one company on the East coast and the other on the West (or broken down even further)? This question came up as a result of a clout issue. I have an AE who claims that this is how large buying shops are able to get better deals. Thanks again.

 

The Media Guru Answers(Saturday, April 26, 2003 ):
Physically, it's possible. Otherwise it's a matter of policy and negotiation. Often when one advertsier wants to buy only one region, it only depends on finding a partner who wants the remainder

 


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Monday, April 21, 2003 #5941
apart from reach, frequency and continuity is there any subject that can be used in determining media objectives?

 

The Media Guru Answers(Saturday, April 26, 2003 ):
Seasonality, purchase cycle, effective frequency, BDI/CDI, awareness, wearout, etc.

 


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Saturday, April 19, 2003 #5940
For magazine, what is the difference between circulation and rate base?

 

The Media Guru Answers(Thursday, April 24, 2003 ):
Circulation is the number of copies distributed. The magazine's definition of "distributed" may be paid circulation, audited paid circulation, controlled circulation or print run less returns. "Rate base" is a guaranteed audited circulation. In other words, rates are based on an amount of circulaition. This amount is usually less than the latest audited circulation. Rates are adjusted / rebated proportionately if this circualiton is not met and the advertsier make a claim for adjustement.

 


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Wednesday, April 16, 2003 #5939
i'm doing a paper on advertising media. what would you say are the main points to concisely include? cheers guru.

 

The Media Guru Answers(Monday, April 21, 2003 ):
See the Guru's Parts of a Media Plan

 


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Wednesday, April 16, 2003 #5938
Dear Guru, What are the methods for calculating OTS of TV and Press ads with limited data? can you help me find articles on effective frequency?

 

The Media Guru Answers(Monday, April 21, 2003 ):
OTS is a matter of measurement. If the limited data includes circulation of press, as it always should, then an assumption of readers per copy may be made -two is usually a safe starting point in paid media. With no data there is no way to estimate sensibly.

Click here to see extensive Guru discussion of effective frequency

 


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Tuesday, April 15, 2003 #5937
what is a rating point?

 

The Media Guru Answers(Tuesday, April 15, 2003 ):
A rating point is 1% of the designated population. That is, when a program has an audience equal to 1% of the population, it has a rating of 1.0.

 


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Tuesday, April 15, 2003 #5936
how do i find information on media costs?

 

The Media Guru Answers(Tuesday, April 15, 2003 ):
Some sources are AMIC's Ad Data area, SQAD, and Standard Rate and Data Service (SRDS).

 


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Tuesday, April 15, 2003 #5935
How do you convert National TRP's to Local TRP's? For instance I am running 500 TRP's Nationall and want to know if I purchased the same schedule in Louisville, how many TRP's would I run. Louisville represents .574% of the United States

 

The Media Guru Answers(Tuesday, April 15, 2003 ):
If you are arithmetically converting a general schedule, then the market TRPs are assumed to be the same as the national. This is the assumption of the "Little US" testing approach, that 500 GRP nationally is 500 GRP everywhere. The more comlex theory is allied to the "As it Falls" approach. In this approach, one must look at the actual local performance of programs. In other words, Nielsen's national rating of West Wing might be 15, while the local Nielsen reports 17. This is an actual analysis rather than a "conversion." Or you might do a conversion from national average indices of market performance vs national.

 


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Monday, April 14, 2003 #5934
Dear Guru: I am in "job transition" and am interested in attaining a job in Radio Advertising Sales.I have 10 yrs. of outside sales experience in B2B sales and believe that I will be very effective, given an opportunity. Thanks for any inofrmation you can pass on to me.

 

The Media Guru Answers(Monday, April 14, 2003 ):
NY TImes classified, Trade media classified.

 


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Monday, April 14, 2003 #5933
Media Guru: I'm searching for a 2003 media calendar (not sure if that is the correct term, but a calendar which specifies how many weeks in a month for media buys, not the same as a regular calendar b/c i remember in 2001 feb. had 5 weeks) can you direct me to a site where i may obtain one.

 

The Media Guru Answers(Monday, April 14, 2003 ):
At this writing there's one at StrategyMagazine and at Research-Director.com.

The simple rule of thumb is that broadcast weeks are Monday - Sunday and a month ends on its last Sunday. So, the broadcast month of April, 2003 ends Sunday 4/27 and the Broadcast month of May, 2003 begins on 4/28.

 


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Monday, April 14, 2003 #5932
define share

 

The Media Guru Answers(Monday, April 14, 2003 ):
In a media context, "share" is the portion of all users of a medium at a point in time who are using a particular meium or program. For example, if 48% of all TV homes are watching TV from 9-10 pm (50 HUT), and 12% are watching West Wing (12 rating), then West Wing has a 25 share (12 ÷ 48).

In other contexts, such as Share of Voice (Share of ad $ or share of ad weight) the calculation is similar.

 


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Sunday, April 13, 2003 #5931
I am looking for information about various marketing strategies and medias. Specifically, I am interested in finding data on what percentage of companies adopt the giveaway and free sample marketing strategy? Is there any place I can view the breakdown of marketing (or advertising) by media (i.e. sponsorship, tv, etc.)?

 

The Media Guru Answers(Monday, April 14, 2003 ):

 


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Sunday, April 13, 2003 #5930
How many media buyers are there in the US? How many are there in New York? Thanks

 

The Media Guru Answers(Sunday, April 13, 2003 ):
The Guru estimates 16-20,000 US professionals in media positions, probably half in New York.

 


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Thursday, April 10, 2003 #5929
Dear Guru: What is the piggybacking strategy (in marketing/media/communication fields)?

 

The Media Guru Answers(Sunday, April 13, 2003 ):
In media, piggy-backing refers to such actions as combining two :15 second commercial executions into one :30 commerical to get the pricing advantage of a :30. By extension, piggy-backing can mean any ad riding along with another.

 


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Wednesday, April 09, 2003 #5928
I am looking for articles appropriate for a high school class doing a promotional media project that will either present thought provoking or challenging ideas about promotional media. would such articles exist at their level?

 

The Media Guru Answers(Sunday, April 13, 2003 ):
It is not clear to the Guru what you mean by "promotional" media. If you mean what he would call advertising media, any of the industry trade publications like MediaWeek or Media ought to be readable by high school students. Articles written outside the trade are generally inaccurate or sensationalized.

 


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Wednesday, April 09, 2003 #5927
For Our target segement which is households who have car and have at least one child under the age of six,we would like to find out What is the ranking for TV Channels based on the frequency in states such as Illoinis,Michigan,Ohio and Indiana?

 

The Media Guru Answers(Friday, April 11, 2003 ):
This question doesn't quite make sense. Frequency of what? If you mean incidence of HH with car and kid under 6, that's a population question and not related to TV Stations. If you mean audience rankings of TV stations among HH with car and kid under 6 that isn't related to frequency. Also TV audiences are not calculated by state, but by Nielsen's Designated Market Areas

 


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Tuesday, April 08, 2003 #5925
What percentage of men, age 18-34 read Sports Illustrated

 

The Media Guru Answers(Friday, April 11, 2003 ):
See MRI or Simmons

 


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Tuesday, April 08, 2003 #5924
pricing for tv shows

 

The Media Guru Answers(Friday, April 11, 2003 ):
Individual program prices are often cited in trade media like Ad Age, but these prices are relatively meaningless in the real worldas comapared to packages really purchased. See SQAD for cost per point.

 


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Tuesday, April 08, 2003 #5923
Where can I find information about the costs of printing and distributing coupons for a product and also the effectiveness of doing so?

 

The Media Guru Answers(Friday, April 11, 2003 ):
Go to the Guru Archives Search Engine. Use "FSI" or " 'Free standing Insert' " as your search term.

 


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Tuesday, April 08, 2003 #5922
Hey Guru, I'm doing a presentation on TV advertising. Where can I find some info on the history of TV advertising, specifically how it was planned, etc. My e-mail is kyle.myers@teamoneadv.com

 

The Media Guru Answers(Friday, April 11, 2003 ):
Look for old planning texts like the original Sissors book, in AMIC Bookstore (in association with Amazon.com)

 


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Sunday, April 06, 2003 #5921
media guru i am trying to find information on magazine ad costs. i have enlisted the help of www.mriplus.com and that is the info i can find online. would you know of anywhere else online i can find valuable info concerning ad costs pertaining to specific magazines?

 

The Media Guru Answers(Monday, April 07, 2003 ):
Try individual magazine's web sites. Most have a "media kit" or "advertising" area. The link is often tiny, at the bottom of the home page.

 


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Saturday, April 05, 2003 #5920
what is modal planning?

 

The Media Guru Answers(Saturday, April 05, 2003 ):
"Modal" planning is not a term familiar to the Guru. Perhaps you mean what the Guru referes to as "modular" planning. This means setting up the broad strokes of plan elements such as a month of print or a week of radio, with costs and audience values, so that a good approximation of a plan can be built with details filled in later.

Alternatively, but probably unrelatedly, certain reach calculations use a system called "modal."

 


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Friday, April 04, 2003 #5918
How are the overall reach and frequencies derived in a buying program for a particular flight? It is not a sum of the r/f for individual stations, or an average thereof. Is there a formula for this?

 

The Media Guru Answers(Saturday, April 05, 2003 ):
The reach of each media vehicle must be combined with the others in a way that accounts for duplication.

You need a computer with software such as that offered by Telmar.

The calculation is extremely complex. For example, in print, as input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Beta-binomial function. There are variants of this formula, which might be preferred, depending on media type and other variables

 


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Thursday, April 03, 2003 #5917
hi. i'm looking for information on television homes penetration in developing/third world countries. where can i go?

 

The Media Guru Answers(Saturday, April 05, 2003 ):
The CIA World Factbook can answer this.

 


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Wednesday, April 02, 2003 #5916
During the summmer months radio advertising picks up and becomes more effective compared to television advertising. Is this because more people are out of their homes driving their cars and listening to the radio? What is the number one reason that people listen to radio more in the summer months?

 

The Media Guru Answers(Wednesday, April 02, 2003 ):
In fact, they don't.

This summer peak in radio listening behavior is a commonly believed myth. See Arbitron's 'Radio Today'

 


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Wednesday, April 02, 2003 #5913
We have a new client (a high end residential community) that would like an estimate of how many phone calls they can expect from their print campaign for 2003. All I can think of is to give him examples of other similar print campaigns. Is this the only answer I can give him and if so do you know where I can find this information?

 

The Media Guru Answers(Saturday, April 05, 2003 ):

 


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Thursday, March 27, 2003 #5911
What are the demographics of Maxim magazine

 

The Media Guru Answers(Sunday, March 30, 2003 ):
Try MRI or contact Maxim

 


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Thursday, March 27, 2003 #5909
Dear Guru, I'm curious, as a media planner, buyer, how can I utilize information about a radio stations P1s and P2s to produce a more efficient and effective buy. Also,is this info readily available? Thanks

 

The Media Guru Answers(Sunday, March 30, 2003 ):
P1 and P2 are Arbitron concepts and are available in Arbitron data.

If you have made a value judgement about P1 and P2 such as the idea that the people among listeners to a station for whom it is first preference (P1) are an advertising audience reached more effectively, then you can evaluate the station in an additional way regarding its efficiency in your buy and perhaps have an advantage if you can justify a lower priced station, not that the Guru endorses this approach.

For details about interpeting P1 / P2, see Arbitron's How to read a P1 report.

 


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Wednesday, March 26, 2003 #5908
Dear Guru, I am quite new to the field of media planning and currently experience the following problem: I am trying to find out what is the reach of uotdoor poster packages, but not for th whole population, as they present on the websites but more specifically, for example 25-54 ABC1. I may be approaching the problem from the wrong end, so any help on the matter will be appreciated.

 

The Media Guru Answers(Sunday, March 30, 2003 ):
The problem is that the actual measurement of outdoor is typically based on traffic, i.e. cars passing locations, multiplied by an average passenger load, with no opportunity to assess demographics of these people,

Demographics of outdoor are typically based on some assumptions from the daily activities of people reported in syndicated product usage surveys. Therefore, it calls for some assumptions and fusion of the two forms of research. This typically overlooks details particular to a specific outdoor buy in a given geography.

This issue might be addressed by overlaying a third type of research, geodemographic mapping, such as Geoscape

 


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Tuesday, March 25, 2003 #5907
What are five ways media planners might use this website?

 

The Media Guru Answers(Sunday, March 30, 2003 ):
Obviously, you have found one. The Guru wishes he knew which professor was assigning this question to a class each year. You can either use another of the ways, which is to go to the Guru Archives Search Engine and look up some topics, or actually get the learning intended from the assignment by browsing the site and figuring it out.

 


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Tuesday, March 25, 2003 #5906
media planner

 

The Media Guru Answers(Sunday, March 30, 2003 ):

 


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Tuesday, March 25, 2003 #5905
How would you define Network Radio?

 

The Media Guru Answers(Sunday, March 30, 2003 ):
Network radio is programming and advertising carried on a groups of affiliated stations which are "line connected," that is they recieve the material by wire systems or satellite signals. This is to be distinguished from "unwired network" or "rep network" which generally is simply a packaged advertsing buy on a large list of unaffiliated stations.

 


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Tuesday, March 25, 2003 #5904
Please tell me about Agency on Record(AOR) and the impact it has on agencies

 

The Media Guru Answers(Sunday, March 30, 2003 ):
The Agency of Record is the one with offiicial responsibility for buying media on behalf of a client. This harks back to the origins of the term "agency" meaning an organization authorized to negotiate on behalf of a principal.

The impact on an agency is primarily economic, and to some degree a plus in repute.

 


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Monday, March 24, 2003 #5902
Dear Guru, I hope you can help answer this question. If I have a TV Schedule and a Radio Schedule, and I mix them together using a media mix program, I am asked which Population base to use. If I pick the Radio market pop, I get smaller Gross Impressions, than if I used the TV market pop. Which one of these is the correct way? I have to explain this to a client. Thanks in advance.

 

The Media Guru Answers(Monday, March 24, 2003 ):
Radio is typically based on a Metro (MSA) geography and TV on a Nielsen DMA geography, which is usually larger. In reality, Radio GRP would be lower in the DMA area (reduced coverage due to distance), but the DMA basis is probably to be preferred.

 


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Monday, March 24, 2003 #5901
reagrding media directors....what are their responsiblities, what kind of education is needed for the position, what is the history of this career, what is the pay range?

 

The Media Guru Answers(Sunday, March 30, 2003 ):
The Media Director is the head of the agency department which is responsible for media planning, media research and media buying.

The Guru would guess that most in the US have a BA in arts of social sciences, nowadays including many who majored in advertising or communications, although the Guru himself, a media director for over 20 years, is a sociologist.

For salaries, see the annual salary survey in Ad Age.

Click here to see past Guru responses

 


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Friday, March 21, 2003 #5895
What are the benefits of outdoor advertising?

 

The Media Guru Answers(Saturday, March 22, 2003 ):

 


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Friday, March 21, 2003 #5893
Hi Guru, what should we mention in spot buy analysis. As I have done, they are just positioning, savings, actual performace but still wonder about should we give some suggestion and what we can withdraw from that report. Thanks as always.

 

The Media Guru Answers(Saturday, March 22, 2003 ):

 


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Friday, March 21, 2003 #5892
Hi Media Guru, Please introduce me some websites on knowledge about media planning : strategies, level of effectiveness.... Thanks a lot for your help.

 

The Media Guru Answers(Friday, March 21, 2003 ):

 


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Thursday, March 20, 2003 #5891
What do you think will be the largest trends in media planning and buying over the next 3-5 years? What do you think is going to become the dominant type of media service organization - part of large agencies (like Omnicom), separate planing and buying companies or buying only firms? What are the imperatives for a small/moderate size media service organization to survive and even compete in our industry in the next 3-5 years? Thanks!

 

The Media Guru Answers(Saturday, March 22, 2003 ):
The Guru does not expect the status of large vs small media service organizations will change in the next 3-5 years. A growing economy would open the door more to evolution, and the Guru sees a trend toward an apreciation of media working more closely with marketing and creative deaprtments.

 


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Thursday, March 20, 2003 #5890
what is it?- Direct Respond Advertising

 

The Media Guru Answers(Saturday, March 22, 2003 ):
This is advertising such as Direct Mail with a response card or TV infomercials with a toll-free telephone ordering number, which asks the audience to immediately place an order when the see the ad. This is different from brand building, awareness building or retail promotion.

 


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Wednesday, March 19, 2003 #5888
I'd like to know how you determine what your GRP goals should be for TV. I know that Total GRP's are equal to reach x frequency. However, if I want to reach 95% of adults 35+ each flight month while achieving a 4.0 weekly frequency, how do I determine those goals? Thank you.

 

The Media Guru Answers(Saturday, March 22, 2003 ):
The fact that reach x frequency = GRP is merely an arithmetic relationship, it is not predictive. Not all combinations of dayparts and programs with the same total GRP deliver the same R&F.

You need to examine various schedules with Reach & Frequency software, such as that from our sister company, Telmar.

 


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Wednesday, March 19, 2003 #5887
Can you give me some points on how to make a more efficient newspaper buy or tell me where i can find the information?

 

The Media Guru Answers(Saturday, March 22, 2003 ):
"Efficient" relates to cost versus audience. Assuming one is talking about the same ad in the same paper, efficiency is then about either volume or negoiating skill. You need reasons why the paper should give you a better price for a b/w page than it gives the next person. Can you book aor promise a longer schedule? Can you schedule to fit a pricign deal? Some papers discount heavily for ads repeated in the same week. So instead of running once every week for 4 weeks, run, Monday and Sunday in week 1 and Monday and Sunday in week 3. Look for other rate card opporunitities.

Are you doing business with another paper under the same owner? Can you offer an exclusive in a two paper market?

 


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Tuesday, March 18, 2003 #5886
Greetings Guru! Some clarification on basic web-site metrics would be much appreciated. What are the current evaluation metrics? Is it Unique visits, page views, and time spent on site? I am confused about the utility of page views- am I correct in my understanding that a page view does not mean that the ad was actually "served" and if it was not served, then there was no "opportunity to see", so what is the value in reporting this number? Are web-sites providing Ad-view data? R.

 

The Media Guru Answers(Thursday, March 20, 2003 ):
Are you evaluating a site or an ad campaign? Unique visits is about the site's reach. Pageviews is about the sites total impressions, If a page is designed with ad positions, an ad is served when the page is served. This does not mean the user saw an ad if the user has images turned off or uses ad-blocking software, but the site can't control that, although it can track it.

Generally, web sites provide you ad view data about a campaign if you are the buyer. Thre are various ways to provide thie data, ranging from third party ad-serving servces to site's internal server logs.

Time spent relates to a site's opportunity to expose pages and ads; of more use to the site operator than the media planner.

 


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Monday, March 17, 2003 #5885
Can you recommend a source of international print media rates other than SRDS

 

The Media Guru Answers(Thursday, March 20, 2003 ):
No.

 


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Monday, March 17, 2003 #5884
Why haven't the SQAD data on the site been updated?

 

The Media Guru Answers(Thursday, March 20, 2003 ):
SQAD no longer cares to share.

 


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Sunday, March 16, 2003 #5883
I am planning a radio campaign for a tourism client. I am planning a six week radio campaign and am trying to determine the grp levels. I need to provide a strong rationale. Do you have any studies on how you determine grp levels? For example, at what level do you need to intro a new product vs. branding a product and etc. Any help would be appreciated.

 

The Media Guru Answers(Thursday, March 20, 2003 ):
As a loyal Guru regular, you should be familiar with the Guru archives. Click here to see past Guru responses about levels

 


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Sunday, March 16, 2003 #5882
Dear Guru: our client (a premium price mineral water with a great brand awareness, although years of absence in communication) is considering 2 different media plan for the relaunch campaign: first based on national tv + press and the 2nd on press+outdoor. The budget is 1/4, 1/3 of the top spender in the market. In tv there is a very competitive arena (200-300 grp's per week). The positioning of the brand should target affluent, dinamic and young women: in your opinion it's better to concentrate the media budget on media less used by competitors (targeted press and outdoor) developing a "great noise" or you think it's better plan tv like the 95% of our competitors, risking to not be visible? thank you very much (sorry for my english)

 

The Media Guru Answers(Thursday, March 20, 2003 ):
In this case the Guru thinks being big in unique media has an advantage, if you can reach the people you need to reach. But do consumers think about relative frequency within media or are they simply exposed to what they are exposed to?

Can you make a case for one medium being more effective than the other?

 


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Sunday, March 16, 2003 #5881
Guru, our client has a geographically limited retail in 2 italian city, located in the north and centre of the country: he wants absolutely run a national tv campaign: as media agency, how can we convince him that's not the right media strategy? He has no budget problem.

 

The Media Guru Answers(Thursday, March 20, 2003 ):
You need to compare local efficiencies to nationals delivery vs cost in the local area. How much money is wasted in national vs local? Are there any advantages to national for this client?

 


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Sunday, March 16, 2003 #5880
What is Integrated Media Marketing? Can you give me articles on Integrated Media Marketing?

 

The Media Guru Answers(Sunday, March 16, 2003 ):
Try MediaPost or The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Saturday, March 15, 2003 #5879
Dear Mr. Guru, Which method is more effective? Should an advertiser change its advertising to gear more towards a segment of the demograph that is low in sales, or should they increase the number of ads geared towards the segment that is high? For example, if Company A is having low sales for the entire female demo, but the product is not male orientated. Should Company A try to stimulate the female demograph or increase advertising for male demo because they are buying and using the product. Thanks, Brad Maglinger

 

The Media Guru Answers(Sunday, March 16, 2003 ):
The more common tactic is going after the high index segment. This might vary if a brand had 100% in the high user segment and need to look elsewhere for new users, or had some other reason that non-users were the best new prospects.

 


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Saturday, March 15, 2003 #5877
Dear Guru: Can you tell me which advertising agencies handle ad placements for movies. Thanks you.

 

The Media Guru Answers(Sunday, March 16, 2003 ):
Any agency might do so if movies appeared to be the right vehicle; it's not a specialty.

 


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Thursday, March 13, 2003 #5876
How do you develop a kids TV wearout analysis against a kids target? They have a much higher acceptance of frequency than adults.

 

The Media Guru Answers(Sunday, March 16, 2003 ):
Wearout standards are based on experience. It seems you believe you have the experience on which to base an adjustment of a standard analysis.

 


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Wednesday, March 12, 2003 #5874
Hi! I just purchased SQAD Media Market Guide in order to establish CPP goals and determine budget needs for our TV markets. I was told by someone at SQAD that the book would give me information broken down by demo and daypart in each market. It turns out that our demo in not included and that only select demos ARE included! I'm very upset about this...they won't refund me. How can I set CPP goals for adults 35+ in our markets? HELP! :) Thank you.

 

The Media Guru Answers(Sunday, March 16, 2003 ):
Obviously SQAD can't give you every imaginable demo. The subscriber selects the demos to be included. Any demographic publisghed by NSI should be available. However, manipulating the available numbers will get you close enough. For example, 35+ should fall between, say, 18+ and 50+. Weighting by ratings averages should allow a good enough approximation.

 


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Tuesday, March 11, 2003 #5873
suggestions on where to find research on kids media habits?

 

The Media Guru Answers(Saturday, March 15, 2003 ):

 


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Monday, March 10, 2003 #5872
Futher to my question #5870, I have tried to find them via research engine but the result has been inaccurate. It just finds word by word. Please show my the other ways. Thanks.

 

The Media Guru Answers(Monday, March 10, 2003 ):
Go to the Guru Archives Search Engine. Look down the page to "Advanced Search Engine." Read the instructions below the search entry box. Use Phrases as directed that describe your search. Use quotation marks and other special characters as directed. Think of alternate words to describe your search.

 


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Saturday, March 08, 2003 #5871
Dear Guru, I encounter some more questions which I am unsure. I learnt that we can calculate combined reach of different media vehicles in one medium and combined reach of different media (e.g. TV, Magazine etc.) and same for frequency. However, how can I applied tohse in an advertising flowchart? where I need to indicate monthly reach, monthly frequency and GRPs for different media vehicles+media (?) To do it manually, do we really calculate first combined reach and frequency of all media vehicles within 1 medium first than use the final combined reach % to calculate with other media to get the Montly reach & frequency & grps in the adv flowchart....it will be quite tedious....I am confused...please help!

 

The Media Guru Answers(Sunday, March 09, 2003 ):
The Guru does not understand your confusion. You say you understand how to calculate the reach of several vehicles in one medium and how to combine the reaches of several media.

One thing you must understand is that reach is always calculated over a specified period of time. The standard period is four weeks. Often, when print is the only medium involved, one month is used because this is virtually the same as four weeks and monthly magazines fit readily. However, it should be recognized that variations in issue dates muddy the time cycle, and that monthly magazines' audiences cume over a longer period than one month.

In any case, whether the flow chart is divided into 12 months or 13 four-week periods, the process is simply a matter of looking at the schedule that will run in each of these periods and calculating the R/F/GRP for each. The is not any kind of standard that establishes that a flow chart should show R&F for every month. When schedules are fairly consistent, it is probably more common to show the average 4-week R&F within each quarter, or whatever is needed to give a clear understanding of the plan's communications levels.

And yes, if you are doing the work manually, it is tedious.

 


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Saturday, March 08, 2003 #5870
Hi Media Guru, please show me the way to refer all of your answeres regarding planning for a considered product in general or for automibile in special. Thanks for your reply.

 

The Media Guru Answers(Sunday, March 09, 2003 ):

 


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Saturday, March 08, 2003 #5869
Hi Media Guru, I am preparing a media plan for a considered purchase product. Its target is businessmen. As my pocket research, we cannot communicate them via print or TV medium. Please suggest other media that I can put under consideration. Will appreciate should I have your reply by next monday ( 09 Mar 03). Thanks in advance for your help.

 

The Media Guru Answers(Saturday, March 08, 2003 ):
If print and TV are out, we are left with radio, interactive and Direct Mail, assuming that:
  • out-of-home falls within print and that
  • a considered purchase by businessmen requires a more detailed and targeted message than outdoor can deliver.

More info about the product is needed to go further. Direct mail and interactive are potentially the most tightly targeted, radio probably the most efficient and broadest reaching among the choices, but details would help.

 


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Friday, March 07, 2003 #5868
What is the industry standard for posting television buys?

 

The Media Guru Answers(Saturday, March 08, 2003 ):
A vague question> Do you mean should acheivement be within 10% of estimated? Or do you mean what ratings book to use? If the latter, use the book at the time the scheulde ran or the closest time to it. If the schedule ran right between two books, average the two for regular programming. If it is special programming use judgement, e.g. the World Series in October will do much better tha the average opf the time same periods in July and November.

 


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Wednesday, March 05, 2003 #5867
Dear Guru, Why is spam called Spam? Is it an acronym? Thanks.

 

The Media Guru Answers(Friday, March 07, 2003 ):
The name is based on a Monty Python sketch. A couple (played by Graham Chapman and Eric Idle as the woman, if the Guru's memory serves), enter a coffee shop and try to order breakfast. Everything comes with Spam (the Hormel brand of canned, processed meat). Eggs and spam, spam and eggs, bacon eggs and spam, Spam, spam, beans and eggs, Spam, ham, eggs, bacon and Spam, etc. They cannot order anything withou Spam. Then a horde of Vikings seated at the other tables begins to sing "Spam, Spam, Spam, spam . . ."

The annoying ubiquity of the Spam is the point of the brandname's use as the term for junk email.

The entire script and audio excerpt may be found at many web sites including this version of the Spam sketch.

 


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Wednesday, March 05, 2003 #5866
reach and frequency

 

The Media Guru Answers(Saturday, March 08, 2003 ):
Are you looking for definitions or more? Click here to see past Guru responses about reach and frequency

 


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Tuesday, March 04, 2003 #5865
What are the pros and cons of using a :15 tv spot versus a :30 tv spot? Does emotional based creative work well in a smaller unit size, like a :!5 tv spot? Thanks, WP

 

The Media Guru Answers(Saturday, March 08, 2003 ):
By any measure of impact, e.g. recall, persuasion, etc. :30's will always beat :15s, one for one. By measures of media communications, e.g, reach, frequency, GRPs, impressions, :15's will always beat :30's, in a campaign. In a campaign, these latter measures may mean overall recall and impact favor :15s, if the message can be communicated.

 


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Tuesday, March 04, 2003 #5864
Guru, This may or may not be a media question. What are decks? I've heard this in terms of "managing decks". Thanks.

 

The Media Guru Answers(Friday, March 07, 2003 ):
Ah, nostsalgia! Back in the days before computer projection was in every office, PowerPoint (and other) presentations were printed in hard copy for all participants at a meeting or onto acetate sheets for overhead projectors. The stack of pages - and by extension, a presentation - was called a "deck," probably because it resembled an ovesize deck of cards. We oldtimers still sometimes use the term to as a synonym for a presentation.

 


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Monday, March 03, 2003 #5863
Dear Guru, I learnt in school using only-only-both method to calculate the reach for media A only, media B only and both. However, if there are more than two media, how to calculate the reach of media A+B+C? And reach for media C only?....

 

The Media Guru Answers(Monday, March 03, 2003 ):
The trick is to look at the percent who do not see each medium. This is 100% minus the percent who DO see A. The percent who do not see medium A times the percent who do not see medium B is the percent who see neither. 100% minus the percent who see neither = net reach of both. Working this way the calculation can be readily chained as far along as needed.

In other words, if you have

  • Reach of A = 20%
  • Reach of B = 24%
  • Reach of C = 31%
  • Reach of D = 47%,

then the calculation for the net reach of all is

0.8 x 0.76 x 0.69 x 0.53 = 0.22

so net reach = 78%.

Remembering that as above, if reach is the probability of seeing a medium, then 100 minus reach is the probability of NOT seeing the medium, you should be able to calculate exclusive reaches as needed.

 


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Friday, February 28, 2003 #5861
Hi Guru, Our company is planning to launch an advertising vehicle whereby clients can have their messages inserted into e-mails that are distributed to the databases of radio & TV stations. Do you have any information on what an appropriate CPM would be to charge advertisers and to pay stations for this targeted delivery? Any information would be appreciated.

 

The Media Guru Answers(Sunday, March 02, 2003 ):
Sounds like spam to the Guru; the Guru does not support spamming.

 


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Thursday, February 27, 2003 #5860
Dear Media Guru - My client has asked me to propose a media market test scenario. How should I go about selecting a test market and what is an acceptable heavy-up for media in the test market, assuming we would test the effectiveness of higher weight levels? What other factors should I consider? Is there any literature out there I should look at? Thanks! .d. Media Planner, Dallas, Texas

 

The Media Guru Answers(Sunday, March 02, 2003 ):
Test markets traditionally reject the largest ands smallest 10 or som markets, because they are more atypical, and of courxe, the largest are more expensive to test. Nielsen and Standard Rate and Data Service (SRDS) have market guides. You will want to decide which factors matter. Is the market typical in presence of the media types you will use, such as # of tv or radio or cable or newspaper outlets? Is the age or econimic or ethnic mix typical of the US or your eventual marketing area?

The Guru recommends a one-third increment heavy-up as the minimum for testing.

There is extensive literature, try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. and Newsweek Media Research Index

 


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Thursday, February 27, 2003 #5859
Aside from CMR, are there any reliable sources for ad spending in traditional media?

 

The Media Guru Answers(Thursday, February 27, 2003 ):
VMS Appears to have wrapped VoiceTrak in a bigger suite of services. Nielsen offers Monitor Plus. and Competitrak is specialized in financial and a few other categories.

 


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Wednesday, February 26, 2003 #5857
If we have a print campaign starting in March and ending in June and we can only afford 4 insertions in a national newspaper....how would you suggest we flight them? One per week for every other week or in a row? Please advise. Thanks!

 

The Media Guru Answers(Sunday, March 02, 2003 ):
So many "it depends" factors. What is the pourchase cycle? Is it important to keep a flow of response over the entire period? Is it direct reponse or awareness building? A lot more strategic input is needed on which to base this answer. In any case, the plan seems so light that the choice is probably not going to make a great difference in results.

 


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Tuesday, February 25, 2003 #5856
Is it possible to share some of the "media innovative' ideas?

 

The Media Guru Answers(Sunday, March 02, 2003 ):
Ideas that were innovative once are not any longer. It's only innovation the first time. Click here to see past Guru responses about innovation

 


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Tuesday, February 25, 2003 #5855
What is know about advertising effectiveness during a wartime. Any suggestions on how to advise clients that have flights planned in the next 4-6 weeks?

 

The Media Guru Answers(Sunday, March 02, 2003 ):
First you are asking the Guru to predict when war might occur; as the govermnant folk would say, that responsibility is 'above the Guru's pay-grade."

No doubt any given ad campaign's effectiveness would vary in time of war. This does not mean that campaigns can not be adjusted to consider these changes. Some product types, e.g. the frivolous, might be inescapably less marketable, but that's not really about the effectivenss of advertising, is it?

 


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Monday, February 24, 2003 #5854
What is the current cost per point for radio in the Eugene/Springfield Oregon market?

 

The Media Guru Answers(Sunday, March 02, 2003 ):
See SQAD

 


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Monday, February 24, 2003 #5853
Media Guru: In your opinion, what do you predict to be the Print % inflation for 2004?

 

The Media Guru Answers(Sunday, March 02, 2003 ):
Useless to predict now without knowing how the economy will change. If there's war and it seems to be going well, there might be increased inflation. Otherwise latest trends should continue.

 


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Monday, February 24, 2003 #5852
i have a situation with a rather difficult client. they expect very low cpp, but with that they expect no preemptions, and a considerable amount of bonus spots and added value opportunities. in some markets i purchase for this client, the budget is such that i have some leverage with stations, but in others it is so low that even if a station is approaching 100% of the buy, their hands are tied as far as how low they can go on rates and how much bonus they can give, if any. i try to be as honest a buyer as possible and do an efficient job in the process. the stations in these markets think i am asking for the world and in some cases cannot come to the table with what i need. i cannot "shut out" these stations. do you have any advice for this situation?

 

The Media Guru Answers(Sunday, March 02, 2003 ):
Only when you are prepared to walk away from the bargaining table can you get more than what's been offered as "final".

 


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Sunday, February 23, 2003 #5851
I have been asked to comment on the agency's performance on media buying and planning for their year end review. Can you provide hints on what I should look for or comment on for each discipline Thanks

 

The Media Guru Answers(Sunday, March 02, 2003 ):
Are you commenting as a client or as an agency manager, it might change the questions or priorities? For buying, the issue is delivering the goals specified and measured. I.e.
  • GRP levels specified
  • Media mix specified
  • Pricing
. Media buying performance is driven by planning and the planners' ability to clearly convey goals. That is, don't fault your buyers if someone else claims to get better prices. Perhaps the planners specifications called for some schedule qualities that require higher-priced choices, or budgets were released to the buyers without enough time to negotiate or after the 'good stuff' was sold out.

In other words, look at the whole picture. Evaluate planners ability to translate advertising goals into specific media goals / strategies / tactics. The look at how this was translated into buying goals to assure the buyers delivered what was needed. If prices seem high, did the planners insist on / help buyers' estimating best prices.

If you are agency management, you may also be interested in how the planning and buying interfaces with account management, traffic and production.

 


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Sunday, February 23, 2003 #5850
who are bmws competitors?

 

The Media Guru Answers(Sunday, February 23, 2003 ):
The Guru deals with Media planning/Media buying/Media research/Media department managment questions.

 


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Saturday, February 22, 2003 #5849
At what point should an advertiser consider national television vs. local?

 

The Media Guru Answers(Sunday, February 23, 2003 ):
Most simply, and assuming that the advertser is equally opern to customers from any geographic area, then when the cost per point of the media in the chosen markets adds to something in the range of the national CPP, it's time to consider national media.

 


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Thursday, February 20, 2003 #5847
We are a small advertising agency in New York and would like to pitch some larger accounts. Is it possible to partner with larger media buying companies (like Interpublic or Mindshare) to help leverage purchasing clout for our clients? Also, how would we go about this? Thanks for you help.

 

The Media Guru Answers(Sunday, February 23, 2003 ):
Just call and ask. Keep in mind that "clout" is more than size

 


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Tuesday, February 18, 2003 #5846
pulsing vs. continuity

 

The Media Guru Answers(Sunday, February 23, 2003 ):

 


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Tuesday, February 18, 2003 #5845
Dear Guru, I need to find average TV and radio rates per state, major metropolitan areas and major cities. Could you please let me know where I can find these? Thank you.

 

The Media Guru Answers(Sunday, February 23, 2003 ):
TV and radio rates are generally based on metro area for radio, and by DMA for TV. SQAD is the main broadcast rate resource.

 


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Tuesday, February 18, 2003 #5844
what ,would you suggest, is the most presentable / suitable media plan format that you would reccomend?

 

The Media Guru Answers(Sunday, February 23, 2003 ):
This depends on so many issues. Are you presenting to a continuing client or "selling" a new client against competing planners?

If you are doing a stand-up, in-person, presentation, Power Point works well. If you are sending a plan to be read, a fully worded document is better.

Content-wise, the Guru begins with a background, which is typically obsjectives and strategies, but may include a brief situation analysis.

The Tactics / Specific Recommendation should come next, followed by discussion and supporting detail. Extensive tabular data, or descriptions of media options are best kept in appendices.

For format details see the Guru's Parts of a Media Plan

 


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Monday, February 17, 2003 #5843
Hello Media Guru... I am working on a account which utilizes a large amount of local print. The advertiser's brand only exists in a handful of markets, and is highly upscale, making local print media a good fit (this is my belief given strengths and weaknesses of local print vs. other media forms). Additionally, their media budgets are very limited, making other high "out-of-pocket" media unaffordable. With local print, reliable research about most publications is limited, as most books are not measured by trusted syndicated research sources. Additionally, it seems that many local books cover similar audience segments, making it very difficult for planners to differentiate between local magazines, and select the most appropriate publication. Finally, unless a planner is planning for a market they live in, they don't have strong "local knowledge" that would help make decisions easier. Do you have any suggestions for local print planners? How should local books be compared? What are the main factors you would use to make recommendations for this medium? We have used circulation, paid vs. non paid readership, editorial synergy (seems subjective in some cases), CPM, added value, positioning, and physical quality of the book to name a few... However, we rarely feel very confident in our recommendations. Any thoughts would be appreciated. Thanks.

 

The Media Guru Answers(Sunday, February 23, 2003 ):
When all hard data fails, and local knowledge is needed, one surrogate method is accomplished by examining a couple of issues of each publication in a market. If you see one local BMW or Mercedes or Lexus dealer or a top-end jeweler or high end audio dealer is a consistent advertser in one of the local media, that is probably a good indication of local opinion and upscale results.

 


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Monday, February 17, 2003 #5842
Is there a source that measures kids media habits & interests similar to MRI?

 

The Media Guru Answers(Sunday, February 23, 2003 ):
The Guru is not aware of a regular, syndicated study comparable to MRI for kids, but The USC School of Medicine has compiled a lot of Kids' media use research.

 


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Saturday, February 15, 2003 #5841
Can you please tell me how to do the Sainsbury formula in order to calculate campaign reach & frequency?

 

The Media Guru Answers(Monday, February 17, 2003 ):
Click here to see past Guru responses about Sainsbury.

To do the kind of calculation you probably want, you need a computer with software such as that offered by Telmar.

The calculation is extremely complex. For example, in print, as input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Beta-binomial function. There are variants of this formula, which might be preferred, depending on media type and other variables

 


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Saturday, February 15, 2003 #5840
Dear Guru, I received a few request from hotels in Asia Pacific (AP) area and would like to receive recommendations on how to promote their site to make booking online. Internet is the first medium that came to my mind. But I believe some other media are useful too. How should I start my proposal to them? Any recommendation or suggestions? Look forward to your information. Thanks in advance.

 

The Media Guru Answers(Monday, February 17, 2003 ):
Contact Telmar Asia

 


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Saturday, February 15, 2003 #5839
Wondering if there is any site that I can find media research data for China, HK and AP?

 

The Media Guru Answers(Monday, February 17, 2003 ):
Data, maybe not. For help though, try Telmar Asia

 


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Friday, February 14, 2003 #5838
I am working on creating a hypothetical media plan for a class project, which entails targeting adults age 18-34 years of age, for a new product. I am lost as to how to set Reach Frequency goals, and then once I formulate my plan, how do I calculate the actual reach? Also, how do I figure out cost per point for network tv late fringe and cable tv? Is there a guide that could help me estimate?

 

The Media Guru Answers(Friday, February 14, 2003 ):
Go to the Guru Archives Search Engine. Use "goals" or "calculate" or the other questions as your search terms.

 


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Friday, February 14, 2003 #5837
Where can i find a 2001 and 2002 Broadcast calandar?

 

The Media Guru Answers(Friday, February 14, 2003 ):
Any broadcast rep or the front of any Standard Rate and Data Service (SRDS) broadcast resource.

 


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Friday, February 14, 2003 #5835
I'm proposing 1 ad every day, M-F, in Wheel of Fortune for 5 weeks. My media software is calculating an average frequency which does not seem to take into account frequency built against this one program over a 5-week period. What can I do?

 

The Media Guru Answers(Monday, February 17, 2003 ):
The Guru would expect almost no reach build after the first week, just a GRP increase. So if the program has 1 rating of 5, and reach of, say, 8 at the end of week one. the reach is 8 with a frequency of 3.1 (The 25 GRP ÷ 8).

After five weeks, reach might be 12 and frequency 10.4 (125 GRP). The range of possibility is not large, Minimum of one. maximum of 25. Get better software.

 


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Thursday, February 13, 2003 #5834
Do you have information regarding effectiveness or recall of 60 second television spots v.s. 30 second spots?

 

The Media Guru Answers(Monday, February 17, 2003 ):
Lots of coverage of this in the late '70's. See Ad Age

 


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Thursday, February 13, 2003 #5833
I am looking for information on a magazine called "Atlanta Office Commercial & Real Estate Magazine". I have come up with a blank thus far. Can you help? Please?

 

The Media Guru Answers(Monday, February 17, 2003 ):
See "Gales Directory" at your library or Gales

 


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Thursday, February 13, 2003 #5832
What are some of the variables a direct marketer can use to evaluate the effectiveness of a direct marketing program?

 

The Media Guru Answers(Monday, February 17, 2003 ):
Sales vs spending.

 


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Thursday, February 13, 2003 #5831
Hi Media Guru. I find your website very helpful indeed. I have queries on special advertising supplements in Newspapers. If the supplement focus and topic is relevant to a Client's product. What are the considerations a planner need to justify Should or Should NOT advertise in the supplement. Would missing an ad in the supplement make any difference? Budget is not an issue. Thanks.

 

The Media Guru Answers(Monday, February 17, 2003 ):
Most importantly, will the supplement add audience? Will it self-select a better prospect? Will its editorial content make the ad more impactfuL?

 


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Wednesday, February 12, 2003 #5830
My freelance media planner/buyer wants to charge my client a full 15% commission and pocket the entire commission for himself. It's a small account. Only about 200K of commissionable media. On top of that, I charge an hourly rate for my creative services. Does 15% sound excessive? What are the going rates for media planning/buying services these days, esoecially in the midwest?

 

The Media Guru Answers(Monday, February 17, 2003 ):
Yes, in general 15% is excessive for media services only at this billing level. The "traditional" 15% covered media placement, marketing support and creative development. Many agencies now negotiate higher fees for such small accounts, but $30,000 to place $200,000 in media is excessive. Some media are more complex and labor intensive than others, but these fees would cover possible 200-300 hours of meida work. If the media is palnning and buying dozens of small weekly newspapers and radio stations, which change every week for a year, this might be a reasonable fee.

 


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Wednesday, February 12, 2003 #5829
Where can i find information and statistics regarding floor advertising?

 

The Media Guru Answers(Monday, February 17, 2003 ):
Start with SignPost

 


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Wednesday, February 12, 2003 #5828
Guru, can you please advise me if you have any information as to impact of advertising based on position within television commercial break. I am looking for information that can be derived without paying for membership to an association or resource center.

 

The Media Guru Answers(Monday, February 17, 2003 ):
Try trade publication archives or MediaPost

 


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Tuesday, February 11, 2003 #5827
when should magazine advertising be used

 

The Media Guru Answers(Monday, February 17, 2003 ):

 


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Tuesday, February 11, 2003 #5826
which medium is the best for your target market

 

The Media Guru Answers(Monday, February 17, 2003 ):

 


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Tuesday, February 11, 2003 #5825
What are the ethical guidelines or considerations for magazines?

 

The Media Guru Answers(Monday, February 17, 2003 ):
This question is much too broad. What media areas do you think need ethical assessment regarding magagzines, beyond those pertaining to business in general?

 


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Tuesday, February 11, 2003 #5824
An increasing number of tri-vision billboards are becoming available in metro areas. Can one assume that a tri-vision billboard would be less desirable than a static board with a similar DEC/showing, as it would yield only 1/3 of the total impressions? Is there research showing that people are more likely to look at a tri-vision board as it is "active" and eye-catching. If I were to make a decision based on CPMs, would I have to cut the DEC by 2/3 to get "apples to apples" impressions? What is your opinion of tri-vision vs. static billboards?

 

The Media Guru Answers(Monday, February 17, 2003 ):
The Guru agrees about division of the impressions. One would have to examine the length of the display-change cycle versus the duration of exposure for the passing traffic to support attention getting benefits.

Top-line, the Guru thinks the advantage is more for the display company than the advertiser.

 


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Tuesday, February 11, 2003 #5823
Dear Guru, Thank you very much for helping media people around the world with their queries. I'm in the media dept of a full fledged agency. I have a major client who is thinking about using a media independent. How should I argue my case against a media independent? (I've not worked with a media independent before). Appreciate your help

 

The Media Guru Answers(Monday, February 17, 2003 ):
The first selling point of media independents is price, the second expertise leading to better schedules, smarter deals, etc. In a different aapect of price, they might proopse the client could reduce fees to your agency by a larger amount than the dfees the independent would charge.

Your case needs to address these potential issues.

 


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Monday, February 10, 2003 #5822
Hi Media Guru- Is there a rule of thumb for the response to diferent medium? In general what percentage of readers will respond to an ad with and without a BRC?

 

The Media Guru Answers(Monday, February 17, 2003 ):

 


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Monday, February 10, 2003 #5821
Thanks for answering my question from Friday, February 07, 2003 #5816. I have a follow-up question now....when you say 12 spots per station should be a good number, do you mean 12 spots per day? Thanks so much.

 

The Media Guru Answers(Saturday, February 15, 2003 ):
Per week

 


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Monday, February 10, 2003 #5820
Do you know what % of females 25+ are employed full-time outside the home?

 

The Media Guru Answers(Monday, February 17, 2003 ):
There is extensive employment data in the Bureau of Labor Statistics' Employment Overview area. Yet MRI or Simmons might have more specifics about your question.

 


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Monday, February 10, 2003 #5819
what are the different media decisions in an ad campaign?

 

The Media Guru Answers(Monday, February 17, 2003 ):
See the Guru's Parts of a Media Plan

 


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Saturday, February 08, 2003 #5818
Dear Guru: Is there any book or article that explain deeply the relation between sport lenght, media weight and advertising awareness? Thanks in advance.

 

The Media Guru Answers(Monday, February 17, 2003 ):
Any media planning book might touch upon this subject, See AMIC Bookstore (in association with Amazon.com)

 


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Saturday, February 08, 2003 #5817
What is a grp?

 

The Media Guru Answers(Saturday, February 15, 2003 ):

 


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Friday, February 07, 2003 #5816
Is there a benchmark for the number of GRPs per week that should be used for local radio? Thanks. Also, I have CPP's for local radio from 4Q '02, is it safe to use those costs for 2Q'03 or should I bump them up? Thanks!

 

The Media Guru Answers(Saturday, February 08, 2003 ):
The Q4 '02 cpps should be safe as estimates for Q2 '03, as general numbers, but station specifics can change.

Many planners like 100 GRP a week, but frankly, it's just a round number. If there are other, primary media, 50 GRP might be enough, as long as it's 12 spots on a station (another arbitrary, but more logically defensible standard).

If it's a short term, readio only promotion, then 150 - 200 might be needed. There are no absolute rules.

 


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Friday, February 07, 2003 #5815
We've been asked to estimate reach/frequency/etc. for a plan that includes USA Today, newspapers in 8-10 major markets, spot radio in 5 markets, metro traffic in 8-10 markets, and national magazines. I think this is impossible, but can you think of any way I can provide the client with a decent estimate? I was thinking I could start by pulling delivery for USAT, magazines, New York Times, and then somehow estimating the rest.

 

The Media Guru Answers(Saturday, February 08, 2003 ):
The Guru sees no problem, and so does not quit understand your question perhaps. Assuming you know what reach and frequency is, you can readily determine the reach of each one of the media you mention. Most simply, you can combine them by Random Probability . Most reach and frequency systems on the market, like our own eTelmar, can do this for you. The only "trick" is accounting for the different geographies, but that's just artithmetic, and easy if you look at all the percentage reaches as their equivalent in thousands.

 


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Friday, February 07, 2003 #5814
What is the most accurate way of determining if a price increase on a PBS multi-year sponsorship renewal contract is reasonable? Thank you.

 

The Media Guru Answers(Saturday, February 08, 2003 ):
It is a matter of reasonableneess more than "accuracy," and depends in great part on the reasons for becoming involved in the sponsorship. Presumably, there are hard-to-quantify image issues involved.

To be most objective, you can evaluate audience growth and inflation in traditional media pricing for the proportionality of the price increase to these factors.

 


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Friday, February 07, 2003 #5813
Dear Guru, I am currently working in the consulting business with focus in various industries from media, telecomms, resources, etc.; however, want to get out of this business and back into sales/marketing (where I belong--worked in telecomms/hotel/media) business, but now want to focus more on media. Interesting position I saw: Associate Media Director, that I know I can do, but need more training/etc. in Media biz. I'm doing an MBA, have approx. 8 years sales/consulting (International) experience. Where/What can I do to get good knowledge-base in Media that will get me in the door?

 

The Media Guru Answers(Saturday, February 08, 2003 ):
"Associate Media Director" is a position managing other media professionals, calling for experienced leadership, knowledge of the profession and ability to train younger professionals in the job. You need to get a couple of years at a lower media department level to turn your other experience into a background for this job.

 


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Friday, February 07, 2003 #5812
My client's primary target is 15-24 years old with household income of 1k & above. I have been given task to recommend a "secondary target audience" for campaign measurement. Question : How do I create the logic for defining the "secondary target audience" (2)what are the decisive factors I need to rationalise in defining the age bracket for the secondary audience? ie 25 to 35 years; 25-39 years or 25 and above? Thank-you.

 

The Media Guru Answers(Saturday, February 08, 2003 ):
Secondary targets are typically of two or three types:
  1. A more important subset within the primary, or
  2. A second, separate group of some importance, which might
  3. partially intersect with the primary
. For example,
  1. 21-24 in the same income group might be your secondary if they were notably more valuable than your already designated 15-24 group
  2. 35-49 at a higher income level is the second type, and
  3. 21-35 car owners is an example of the third type
. So in summary, it it simply another group needing attention for reasons of usage, potential or other consumer evaluation.

 


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Thursday, February 06, 2003 #5811
I'm interested in learning more about media - how media is evaluated, advantages and disadvantages of media vehicles, media research, etc. Is there a book that you suggest that I read?

 

The Media Guru Answers(Friday, February 07, 2003 ):
See the AMIC Bookstore (in association with Amazon.com)

 


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Thursday, February 06, 2003 #5810
I have a telecommunications client that offers quite a lot of services (wireless phones, cable, high-speed internet connection, long distance, etc.) locally that are advertised seperately but under the same brand name. The client typically advertises promotions for these product lines in the Sunday newspaper and usually has at least three or four different ads in the same paper on the same day. Is there an argument that I can use to say that this is ineffective? Is the client creating its own clutter and confusing the audience? Is the third or fourth ad that the reader sees as effective as the first ad? Please let me know what you think. Thanks for your help.

 

The Media Guru Answers(Friday, February 07, 2003 ):
This depends on how the message is handled creatively. Is it their strategy to be all things to all people in telecom? Or does each line have a different positioning, i.e. what is consumer brand perception.

 


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Thursday, February 06, 2003 #5809
Hi Guru, The amic.com web site has 3Q 2000 local TV CPP information based on SQAD. Do you have a more recent rate card? Thanx Sincerely, jose.tocasuche@mtvstaff.com

 

The Media Guru Answers(Friday, February 07, 2003 ):
Go directly to SQAD.

 


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Thursday, February 06, 2003 #5808
I need to verify that the magazines on a past schedule have met their rate bases. I've noticed that some magazines publishers statements (pink sheets) show the publication meeting rate base but the corresponding audit report (white) shows that they did not. Which report should I be holding publications accountable to?

 

The Media Guru Answers(Friday, February 07, 2003 ):
The audit is definitive.

 


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Thursday, February 06, 2003 #5807
To advertise online are there any certain conditions or laws that must be met? and if so what are they?

 

The Media Guru Answers(Friday, February 07, 2003 ):
None in general. Some countries may have specific regulations.

 


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Wednesday, February 05, 2003 #5806
I've been concern on media planning. I have a client (Cigarette). Since October 2002, our government have a regulation to not allowed cigarette brand campaign on TV and Radio. We have a chance to advertised our brand only on print. My question is : could you give me a clue (especially on creative media) that will become a brilliant ideas. what I'm supposed to do on this matter and I'll apreciate if you give me an answer as soon as possible. Thank's

 

The Media Guru Answers(Friday, February 07, 2003 ):
If you can only use print, creativity is limited as far as the media element goes. Clearly, you are in some country foreign to the Guru. Lacking familiarity with your media scene, the Guru cannot contribute much.

 


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Wednesday, February 05, 2003 #5805
Why do people constantly misuse 'media' and 'medium'? Media is the plural form of medium (except if you're speaking about psychics), but I've noticed a large percentage of media folks and marketing types use it (plural) instead of the singular.

 

The Media Guru Answers(Wednesday, February 05, 2003 ):
People are familiar with the common usage term "media" and don't understand that it's plural. If TV is one of the media, then it's a media to them. People are illiterate in the classical languages these days.

It bugs the Guru, too, but just deal with it, OK?

 


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Wednesday, February 05, 2003 #5803
What does the abbreivation VFD stand for when used in BRAD following circulation?

 

The Media Guru Answers(Friday, February 07, 2003 ):
At a guess, "verified" or audited. Is this a UK question?

 


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Tuesday, February 04, 2003 #5802
what does vertical media selection mean????

 

The Media Guru Answers(Friday, February 07, 2003 ):
It means within a category. To reach men18-34, for example, you might choose horizontally, e.g. a computer or trechnology magazine (PC World), a lifestyle magazine (Maxim), and Sports Illustrated. If you used only computer magazines, PC World, PC, and Wired, that would be verical selection.

 


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Monday, February 03, 2003 #5801
How do cable networks advertise to get new viewers? In the past, did a new cable network advertise on existing cable networks to get viewers?

 

The Media Guru Answers(Friday, February 07, 2003 ):

 


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Monday, February 03, 2003 #5797
Dear Guru: Need your opinion on the following real life problem. Let us say there are about 30 beer brands in my market with some advertising, and about 6 or 7 of them advertise very heavily (about 400 GRPs weekly for a 8-10 week flight). Their flights come one after another and cover the whole season, so that during the season at any time there are 2 heavy advertisers on air. Say I have a similar budget as any of the heavy advertisers. What will happen if I decide to use Recency and spread my 3600 GRPs evenly throughout the whole season? How in this case will my 133 weekly GRPs be able to compete with 800 weekly GRPs of my 2 competitors? I hope my message is not too confusing. Thanks.

 

The Media Guru Answers(Monday, February 03, 2003 ):
Just to speculate in the extreme:

Your brand might be #2 all year, while heavy advertiser A is #1 half the time and #20 when not advertising. Advertiser B will be #1 the rest of the time and #21 when not advertising. Who is best off? Perhaps #2 all the time? Realsitically, if you can average 133 while others are much higher, where are you in the competitive set, anyway?

 


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Sunday, February 02, 2003 #5796
Dear Guru: A Recency question. Suppose I have 1 competitor. Suppose both of us use Recency for the advertising strategy at approximately the same level of, say, 35% weekly reach. What do you think is the effect of such strategy on the market? What if there are not 2 but 4 or 5 competitors using the same strategy? Thanks.

 

The Media Guru Answers(Monday, February 03, 2003 ):
Recency is just a communications strategy. Competitive environment is a separate issue. Recency theory may set a threshhold value of 35 reach, but the essence is in the continuity, not low levels. Competitive pressure may dictate a higher level.

 


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Sunday, February 02, 2003 #5795
Dear Guru: I have seen the terms "adstock" and "half life" mentioned a number of times, but I did not find any staightforward definitions of these term. Will appreciate your help.

 

The Media Guru Answers(Monday, February 03, 2003 ):
The Guru does not recognize either as media terms. The actual term "half life" refers to the time it takes half of the radioactivity in a radioactive object to decay. The Guru is not aware of this term as a standard media usage, though it might be applied to something like awareness decline after advertising stops.

 


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Sunday, February 02, 2003 #5793
Who is the president of the Dentsu, Inc. advertising agency, located in Tokyo, and what is the agency's annual billings?

 

The Media Guru Answers(Monday, February 03, 2003 ):
The Guru deals with Media planning/Media buying/Media research/Media department managment questions.

 


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Sunday, February 02, 2003 #5792
How much money did AOL Time Warner spend on advertising in 2001?

 

The Media Guru Answers(Monday, February 03, 2003 ):

 


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Sunday, February 02, 2003 #5791
I have to create a structured 52 week media plan for an online travel company. My main media objective is to generate traffic to the website. As this is an academic assignment I have to include media theory are there any articles on offline advertising to generate online response that you could recommend. Also in your experience what is the best media for generating online intrest offline. Thanks

 

The Media Guru Answers(Monday, February 03, 2003 ):
Click here to see past Guru responses about traffic building. Generally, traditional media in the same category are best for bulding web traffic, in the Guru's opinion.

 


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Saturday, February 01, 2003 #5790
Where can I find a source that will list # of households with children on a market level?

 

The Media Guru Answers(Saturday, February 01, 2003 ):
Nielsen's DMAs or Arbitron's Metros? Nielsen deals in households, Arbitron with people 12+.

 


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Friday, January 31, 2003 #5788
Hi, I've never done PR (public relations) before and was looking to put together a strategy plan. I was wondering what are the topics that need to be in there. Would it be similiar to a media plan without the media details? Please help! Thanks! HV

 

The Media Guru Answers(Friday, January 31, 2003 ):
The Guru deals with Media planning/Media buying/Media research/Media department managment questions.,

But, briefly, no.

 


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Friday, January 31, 2003 #5787
ots

 

The Media Guru Answers(Saturday, February 01, 2003 ):

 


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Friday, January 31, 2003 #5786
I am looking for a source that gives # of Households with children by market. Can you point me in the right direction?

 

The Media Guru Answers(Monday, February 03, 2003 ):
Census Bureau for metro markets at no cost. For DMA's, you need Nielsen or Scarborough

 


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Friday, January 31, 2003 #5784
Could you tell me where i'd find info on the media landscape of ireland, and the changes it has encountered over the last 20 years?

 

The Media Guru Answers(Monday, February 03, 2003 ):
Try International Media Guide and UK trade media.

 


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Thursday, January 30, 2003 #5783
How do non ad-supported cable networks, like Turner Classic Movies and Sundance, exist?

 

The Media Guru Answers(Monday, February 03, 2003 ):
Networks that aren't ad supported collect subscription fees. The cable operators collect these within "tiers" of programming packages.

 


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Thursday, January 30, 2003 #5781
In regards to newspaper what does EDLP mean?

 

The Media Guru Answers(Thursday, January 30, 2003 ):
el Diario - la Prensa, the 90 year-old New York Spanish newspaper.

 


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Thursday, January 30, 2003 #5780
What is the current average renewal rate for a consumer magazine?

 

The Media Guru Answers(Monday, February 03, 2003 ):

 


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Wednesday, January 29, 2003 #5779
what are the major media planning theories and where can i find more about them??

 

The Media Guru Answers(Monday, February 03, 2003 ):

 


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Wednesday, January 29, 2003 #5778
Mr. Guru, I am the marketing director for a PI law firm. The firm has been on tv for the past 15 yrs. Of course, our target is anyone from age 8-88. I have read a ton on the recency theory and feel that it may work for us. In the past we have always concentrated on the highest reach with keeping freq. at at least 3. However, I feel that we've built brand awareness over the year and that the frequency level should not be a factor. In addition, I don't think that people really recognize an attorneys comercial unless 1. They've been exposed to it a lot, or 2. Are exposed to it when they are in the market. Can you comment, and possibly lead me in a direction to reports and studies concerning attorneys or similar industry? Thanks for you help.

 

The Media Guru Answers(Monday, February 03, 2003 ):
The Guru agrees your commercial is only effective when someone is in the market, so recency is appropriate.

 


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Wednesday, January 29, 2003 #5777
Where can I find information on the current media strategy for Buzz Airline? Also, what are Buzz's media objectives?

 

The Media Guru Answers(Saturday, February 01, 2003 ):
It takes considerable data gathering and analysis to determine the media strategy being used by an advertiser. For starters, one must be certain all advertising and geography is accounted for, which by itself is nearly impossible through published sources. Then there is the analytical work, which the Guru is simply not going to do every time someone asks about another one of the millions of possible advertisers worldwide.

 


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Wednesday, January 29, 2003 #5776
how to analyse a media strategy

 

The Media Guru Answers(Saturday, February 01, 2003 ):
It takes considerable data gathering and analysis to determine the media strategy being used by an advertiser, if that is what you mean. For starters, one must be certain all advertising and geography is accounted for, which by itself is nearly impossible through published sources.

Once you have complete details of all advertising run, you determine who is in the audience of this advertising to learn who the advertser wants to reach. It can be quite difficult. You won't at first know whether vehicles are chosen for age/gender appeal, income skew or efficiency of box-car numbers. Complete correlations are necessary. Then the relative spending and scheduling must be considered, as well as geographic allocation and competitive picture.

 


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Wednesday, January 29, 2003 #5775
what are RSPCA target audience

 

The Media Guru Answers(Saturday, February 01, 2003 ):
Try TGI

 


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Wednesday, January 29, 2003 #5774
Hi Guru When using Telmar - it gives an index figure. EG. Males: Audience 529,000 Index 150.9 Males: Audinece 580,000 Index 30.2. I am battling to get an accurate, informative description of exactly what is INDEX. Something I can use to explain to a media illiterate client. I currently use the term "propensity to use". PLEASE help? Thanks

 

The Media Guru Answers(Saturday, February 01, 2003 ):
"Index," in the context you are describing expresses the relationship between two numbers. If the two numbers are the proportion of males in the population and the proportion of males who use a product, then your description works. If the comparison is about audience or geography, not quite. To see the use of index in an actual crosstab print out, click here to see the Guru's discription of a crosstab result.

 


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Wednesday, January 29, 2003 #5773
Hi Guru. I first registered in 1997 and I have been an avid reader of your answers ever since. I am trying to ascertain if there are a set of factors that I can apply to estimate the readership of a magazine. All we have is the claimed circulation by the publisher. We do not have an ABC audit in our market and as such it becomes increasingly difficult to ascertain readership amongst various target groups. In this particular case, the claimed circulation of the magazine is 161,000 copies ... yet we haven't a clue as what number of the 1.9 million residents of the city read this magazine. We have analysed the distribution of the magazine and found that it is distributed to the "affluent" areas of the city. SEC AB. Apart from that, there isn't much we know about it. I'd really be grateful, if you could shine some light on this case. Thanks.

 

The Media Guru Answers(Saturday, February 01, 2003 ):
If there is no audit, you must accept the circulation estimate. The Guru does not think there is a rule of thumb for distribution vs the number that would result from an audit. The overage could be 10 or 100%. Readers per copy can vary from less than one to 10 or more, depending on cirulation density versus populaition, econimics, interest, frequency and culture.

If the Guru was guessing about a free, dropped, magazine with general interest editorial (in regard to the drop area) he would estimate readers at about 50% versus distributed copies. I,e,
readers = claimed circulation X 0.5

 


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Wednesday, January 29, 2003 #5772
Dear Guru I work in the media department at Lowe in the Middle East. We are always looking for new research studies which can be used as a back up in presentations since the research available here is always dated. I was wondering if there is any research on press (Specifically newspapers) which would tell us something on left v/s right page, justification of premium for a front page solus v/s inside pages etc. Thanks for your help regards Deepak Gandhi

 

The Media Guru Answers(Saturday, February 01, 2003 ):
The Newspaper Advertising Association is one US source. Starch is another. This kind of data is likely to be somewhat culturally specific, however. The Guru imagaine that languages which are read left to right will have different results that languages read right to left.

 


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Tuesday, January 28, 2003 #5770
I am looking for clipping services. Are there any you recommend for newspaper? Thank You. Bobbiann Ward bobbiann@glness.com

 

The Media Guru Answers(Saturday, February 01, 2003 ):

 


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Tuesday, January 28, 2003 #5769
LIST OF MEDIA SHOPS

 

The Media Guru Answers(Saturday, February 01, 2003 ):
The Guru suspects you are in a differnet country, but in the US one source is AdWeek Directories

 


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Tuesday, January 28, 2003 #5768
WHAT IS EURONEWS

 

The Media Guru Answers(Saturday, February 01, 2003 ):
Apparently, a multilanguage news website. See Euronews.

 


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Tuesday, January 28, 2003 #5767
What ismBlockbuster current media Strategy?

 

The Media Guru Answers(Saturday, February 01, 2003 ):
It takes considerable data gathering and analysis to determine the media strategy being used by an advertiser. For starters, one must be certain all advertising and geography is accounted for, which by itself is nearly impossible through published sources. Then there is the analytical work, which the Guru is simply not going to do every time someone asks about another one of the millions of possible advertisers worldwide.

 


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Monday, January 27, 2003 #5766
What percentage of a furniture store's sales is used to determine advertising spending? I have seen it anywhere from 3% to 15%. Is there a standard or an average that is used?

 

The Media Guru Answers(Saturday, February 01, 2003 ):
Rather an obscure question, and not a media issue.

 


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Monday, January 27, 2003 #5765
Could You tell, please, about ad in the lifts of the corporate buildings? How to estimate productivity of such ad? Thank You.

 

The Media Guru Answers(Saturday, February 01, 2003 ):
If the ad is highly targeted to denizens of the specific building, it might be quite productive. For example, for a retailer on the ground floor or the same block. For more general advertising, there are probably many, far better options.

 


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Monday, January 27, 2003 #5764
Which media will have the most impact when targeting potential recruits for a public service position? Do you think that Print or Outdoor will reach the large target audience of 18-45 year olds?

 

The Media Guru Answers(Saturday, February 01, 2003 ):
Outdoor always has the most reach, but with a limited message. Radio is probably the next choice. "Impact" is a vague term. You seem to mean reach, but impact is more a copy measure, and TV is the "impact medium."

 


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Monday, January 27, 2003 #5763
Hi, Is there a web site I can see the superbowl 37 spots free of payment? I dont live in the US, and the feed of the game we got did have the commercials. Thanks ND

 

The Media Guru Answers(Monday, January 27, 2003 ):
Not a media question, but see AdBuzz

 


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Friday, January 24, 2003 #5762
hi guru, i'm trying to find some TV trends in the US within the past 2 years. do you know of any websites that can offer that information?

 

The Media Guru Answers(Saturday, January 25, 2003 ):
The sort of trends to which you refer is unclear. Programming trends or ratings trends, for example? Ad Age might have either. So might MediaPost.

 


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Friday, January 24, 2003 #5761
Media Guru: TWO ITEMS: A. Regarding the question about print expenditure in the Nashville market, "Voice Trak" www.vidmon.com would probably be a better source. They specialize in collecting local market data inclusive of all media - not just the major media relfrected in a CMR report. B. Assuming The Super Bowl spots at $2.1 million are the most expensive, do you know the programs and costs for those which would rank 2 through 5? As always, thanks for your muchly appreciated help!

 

The Media Guru Answers(Sunday, January 26, 2003 ):
Thanks for the suggestion, but the Guru seems to find "share of voice" rather than dollar uspending as the Voice Trak focus.

The Guru would guess that World Series or award shows have been top prices, but predicts this year's upcoming American Idol finale may overtake the lead for 2nd place. Ad Age has probably compiled the rankings.

 


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Friday, January 24, 2003 #5760
in your opinion (as a guru) - what brand(s) is currently using media in a smart, fresh way - standing out from the pack?

 

The Media Guru Answers(Sunday, January 26, 2003 ):
The Guru is exposed to ad campaigns as is any consumer. That doesn't mean any of us know how a brand is using media strategically. Until there is trade coverage of a campaign's media strategy or an extensive competitive review is compiled, brands' media strategies are anybody's guess.

 


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Thursday, January 23, 2003 #5758
What is the easiest way to get media company (MTV, ESPN the magazine, HBO, etc.) media kits?

 

The Media Guru Answers(Sunday, January 26, 2003 ):
As them directly by phomne or e-mail: find contact info on their web sites, generally, www.[media name].com

 


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Thursday, January 23, 2003 #5757
what is media planning?

 

The Media Guru Answers(Sunday, January 26, 2003 ):

 


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Thursday, January 23, 2003 #5756
Dear Guru, I am urgently in need of some past advertising information for skoda. Could you please tell me where they have advertised in previous years and how their strategy has affected the recent turnaround of the brand's image and consumer perception. Many thanks in advance. Steve

 

The Media Guru Answers(Sunday, January 26, 2003 ):

 


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Thursday, January 23, 2003 #5755
Where do most hispanics live in New York?

 

The Media Guru Answers(Sunday, January 26, 2003 ):

 


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Thursday, January 23, 2003 #5754
are there any advertising agency in Kuwait? if yes which ones

 

The Media Guru Answers(Sunday, January 26, 2003 ):

 


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Thursday, January 23, 2003 #5753
Hi,i am working with a media house which is basically into print media handling corporate sales, but now i would like to move into either media planning or buying is it possible? if yes how?

 

The Media Guru Answers(Sunday, January 26, 2003 ):
Read the classifieds.

 


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Thursday, January 23, 2003 #5752
new media theories

 

The Media Guru Answers(Sunday, January 26, 2003 ):

 


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Thursday, January 23, 2003 #5751
Im doing a media planning assignment and require media theories in order to critique my client's current media strategy. Which are the most important theories related to this area of media planning?

 

The Media Guru Answers(Sunday, January 26, 2003 ):

 


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Wednesday, January 22, 2003 #5750
What is an inexpensive program for generating R/F for network TV and network cable? We only make a couple of these buys a year.

 

The Media Guru Answers(Sunday, January 26, 2003 ):
Try our own, pay-per-use, eTelmar.

 


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Wednesday, January 22, 2003 #5749
Are you aware of any media research companies and / or agencies that specifically focus on the mature market (adults 50+)?

 

The Media Guru Answers(Sunday, January 26, 2003 ):
Cadwell Davis Partners in Manhattan (NYC) is a mature market specialist agency. Any media research company might include this segment.

 


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Wednesday, January 22, 2003 #5748
i am currently carrying out a project where we have to choose a particular industry where we disagree with their current media strategy. the industry i have chosen has very limited advertising and i was wondering if there are any relevant media theories that agree or disagree with this strategy?

 

The Media Guru Answers(Sunday, January 26, 2003 ):
It is not likley that there is a theory calling for limited advertising, per se, as an on-going practice. Theories about ROI or not spending more than can produce appropriate revenue might apply. Limited advertising is more likley to be a matter of marketing decisions made before media strategies come inot play.

 


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Tuesday, January 21, 2003 #5747
Dear Guru, i understand that ROP means any ordinary position within a publication. Does this term also imply anything about the color in any markets? I ask this because someone in Japan told me that "in Japan and in the rest of world", ROP means the above meaning PLUS 2 colors. Can you settle our disagreement?

 

The Media Guru Answers(Sunday, January 26, 2003 ):
Newspapers in the US use the phrase "ROP color" for describing units including color and positioned as ROP the way you refer to it. ROP stands for Run of Press, meaning withing the ordinary pages of a paper. The color reproduciton quality possible by this method, whether two-color or four-color is less than what can be achieved on the slicker pages and diiffereing production methods of Sunday supplements or pre-print inserts. See the production specs of the Everett, WA Herald as an example.

"The rest of the world" is a bit too broad a scope for the Guru to know in all its details, but The TImes of London seems to eschew the term "ROP" and say "colour" when they mean colour.

 


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Tuesday, January 21, 2003 #5746
Do you know of any print media specific to brokerage houses in the US? For instance brokers weekly (made up of course)

 

The Media Guru Answers(Sunday, January 26, 2003 ):
There are several. Find them at PubList

 


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Monday, January 20, 2003 #5745
Dear Guru: Can you give some information about when is better to do enfasis in reach or frecuency. I mean we have to consider the marketing goals.

 

The Media Guru Answers(Sunday, January 26, 2003 ):
Yes, you must consider marketing goals, particularly communication needs. Do you need to communicate with more people (for example, in building brand awareness) of more often (for example, in a short term retail promotion)?

 


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Monday, January 20, 2003 #5744
what was the total tv adspending, broadcast and cable, for 2001 and 2002?

 

The Media Guru Answers(Saturday, January 25, 2003 ):

 


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Sunday, January 19, 2003 #5743
hi,i want some advertising research sites.can you help me? thanks.

 

The Media Guru Answers(Sunday, January 19, 2003 ):

 


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Friday, January 17, 2003 #5742
Guru- In the trade magazine category, typically what percent coverge will the primary magazine provide, and what additional reach is provided by subsequent magazines? There used to be a study on this by CARR (Cahners Advertising Research Reports), I can't seem to find them anymore. Thanks.

 

The Media Guru Answers(Saturday, January 18, 2003 ):
One can't expect there to be a "typical" answer to such a question. If a category is large and highly competitive, there will be numerous magazines. If the category is small it will not support many. In the first case, such as computer industry publications, the largest may reach 20% and two dozen others range from 18% to half a percent.

A smaller category migh support only two publications, with one reaching 75% and the other adding another 15 or 20%.

 


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Friday, January 17, 2003 #5741
Guru- What is the formula for figuring reader duplication of two magazines when I know what percent of each read the other?

 

The Media Guru Answers(Saturday, January 18, 2003 ):
Subtract the net (unduplicated) audience from the gross audience. Divide the result by the gross. The result is percent duplication.

 


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Friday, January 17, 2003 #5740
Media strategy for kids

 

The Media Guru Answers(Saturday, January 18, 2003 ):
One needs to consider a lot more input than just the target to develop a media strategy. See the Guru's Parts of a Media Plan.

 


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Thursday, January 16, 2003 #5739
I am looking information about the relationship between SWOT analisis and Reach & Frecuency goals. Can you hel me?

 

The Media Guru Answers(Saturday, January 18, 2003 ):
SWOT is Strengths, Weaknesses, Opportunities and Threats; in other words situation analysis. Reach and frequency describe communications levels. After a SWOT analysis, one might be led to formulate goals and strategies which include R&F goals. There is no direct connection.

 


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Thursday, January 16, 2003 #5737
Please accept my request for your providing medium/vehicle life span for awareness including half life

 

The Media Guru Answers(Saturday, January 18, 2003 ):
This question confusingly mixes two, or perhaps more, not-necessarily-connected concepts.

 


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Thursday, January 16, 2003 #5736
I'm an MBA student working on an independent study for a local publication. I'm wondering if there is either a free, or fee-based service/agency, that would provide a summary of dollars and pages of advertising in the Nashville market. My preference is that the information would be broken down by type of publication and by industry advertising trends over a couple of years. Thanks so much.

 

The Media Guru Answers(Saturday, January 18, 2003 ):

 


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Thursday, January 16, 2003 #5735
What are the pro's and con's of Direct Mail advertisment? What types of advertisers are best suited for Direct Mail?

 

The Media Guru Answers(Saturday, January 18, 2003 ):
Direct mail is best for products that do not rely on branding an might be impulse purchases. See the Guru's media strengths page

 


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Thursday, January 16, 2003 #5734
Last year i worked for a major outdoor contractor, however due to massive downfalls in the UK advertising market, I lost my job. Now, after a break, I am ready to go back into media but this time I want to be in media planning and buying rather than sales. I want to know Guru how creative scope is within these roles? Also, my mathamatical brain is not too hot! how badly will this affect my chances of landing a job?

 

The Media Guru Answers(Saturday, January 18, 2003 ):
Planning is primarily about ideas, buying about execution, so creativity would logically be more a part of planning.

Buying uses arithmetic, planning uses algebra and statistics, though both do it with computers these days. A good planner might be building models in spreadsheets, which call for some mathematical understanding. Mathematical ability is more likely to be an advancement problem issue than a hiring issue. In the Guru's opinion a seller negotiator migh be better suited to convert to buying than to planning.

 


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Wednesday, January 15, 2003 #5733
Hi! i would like to know if there another magazine like Latin Finance that go to the hispanic market? please,let me know. thanks

 

The Media Guru Answers(Saturday, January 18, 2003 ):
If you mean a Spanish language magazine aimed at U.S. Hispanics and carrying comparable editorial to Latin Finance, the Guru thinks not. Some Mexican publications may have some US circulation. There are web sites aplenty, e.g. Finanzas.

 


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Tuesday, January 14, 2003 #5732
I have heard comments from media agencies that emphasize quality over cost for TV spots. However I am a little skeptical, especially when their compensations are tied directly with the budget. So I would like to ask you a few questions to help me get a better understanding. 1) Does a good relationship between the director of a TV station vendor and the media buyer strongly affect the quality of TV ads (in terms of POD position, etc.)? 2) Does buying above the SQAD mean a bad buy in comparison to others who purchased below the SQAD? 3) Are there ways to measure (quantitatively) the performance of a media buyer? Your opinion would be highly valued. Thanks.

 

The Media Guru Answers(Saturday, January 18, 2003 ):
The Guru comments:
  1. In any buying / selling situation, a good relationship between the parties is likely to improve the deal as perceived by both sides. This will affect product "quality" for the buyer and quantity sold for the seller.
  2. Buying above SQAD is a pretty reliable indicator of having spent too much.
  3. SQAD is more of a benchmark than an absolute. Once some basics are set, you can tell the buyer has gone wrong if his/her costs go up when SQAD costs trend down, or go up much more than SQAD does. Likewise, a buyer whose costs go down more than SQAD's costs do has made good deals.

A media buyer needs to be given explicit goals against which to be measured. There are no absolute quality indicators of a buy, whether you look at cost, cpm, reach, rating, pod position, etc, unless these goals are set. Undirected, a buyer will probably go for lowest cpm/cpp or his own interpretation of best reach. If you wanted high ratings or heavy frequency instead and didn't make that clear up front, it is not the buyer's performance error when you don't get your secret desires. If you did give specifications and the buyer went a different way or didn't meet goals, then that's bad performance.

 


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Tuesday, January 14, 2003 #5731
i'm trying to find a source to provide specific information regarding national sales for exercise (specifically yoga) video sales by year, since 1999. i was told that you might be able to steer me in the right direction.

 

The Media Guru Answers(Saturday, January 18, 2003 ):
There was a 1996 estimate by the apparently now defunct "Special Interest Video Association of $1 billion annual sales for fitness/ aerobic, etc. videos. Though some may carry advertising, this is not really a media question.

 


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Monday, January 13, 2003 #5730
what is role of media in consumer guidence and protection?

 

The Media Guru Answers(Saturday, January 18, 2003 ):
Other than those media which state this as a mission, such as Good Housekeeping magazine with their seal, or broadcast clearance which may insist on proofs of claims, there is no inherent media role.

 


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Sunday, January 12, 2003 #5729
I work for a magazine--employed by them. I remnant agency "A" has sold the acct before and an outside, ind. rep received the comm. The last ad ran a little over a year ago, and the client is a pharmacutical client--unlike their usual suspect mail order clients. Their clients are usually one shot deals except for a couple. There have been no call reports on the acct at all. I go directly to the client to sell them space with supportive editorial. The PR firm contacts me and says their going to take it. The AOR (B) contact me and tells me the agemcy that negotiates rates (C) and issues orders will seed an insertion order--the contact at agency C tells me that the order will come from Agency A. I knew that the acct wanted the space, because of the edit. I don't receive an order and we're down to the wire. I call the AOR(B) and ask about the order, he said it's approved and the net rate is say 10,000--payable to the vendor. Agency A sends an order for say 6,000. I will not accept it and the ad won't run. I call agency B and tell them I won't run the ad, and I need an order for 8,000. he issues the order because he knows I'm on to him--he doesn't want me to tell Agency C how he's raping the client and splitting the commission with a "broker" $ 4000 total. Agency A threatens not to run any more schlock, and go to the publisher about getting 2000 less for an ad. Agency A tells me not to talk to Agency B, and they will send the order. Anency B attempts to cancel ad. I tell him the order has been received and confirmed and cannot be cancelled after the deadline. Agency A can't believe that I went to their "client" directly. Agency A knew of the perfect edit and did nothing to obtain the ad. The outside rep who works with agency A is "direct-response" the ad is not DR. Client and agency A know nothing of Agency A. Agency A issues insertion orders showing Agency B as the "advertiser." What do yu think about the integrity of the parties involved? Are they taking advantage of just the little guy, or are a lot of publishers and clients getting screwed? Agency A is insolent and threatening about the atrocity of all this.

 

The Media Guru Answers(Saturday, January 18, 2003 ):
You could not have made this question seem any more complicated and confusing, so without assigning blame, the Guru will offer these comments:
  • The Guru has seen the situation where there is an agency, an advertiser, a media vehicle, an official "rep" and another rep who offers to handle placement as a service. The "other" rep doesn't mention there are two commissions being taken and when the advertiser or agency wants the expected merchandising support from the vehicle, they are turned down because the vehicle is seeing a net 20% below what the agency thinks it's paying.
  • The ethical question comes when the "other" rep doesn't reveal the extra tier of commission, pretending to sell just like the recognized rep.
  • Similarly, the Guru has seen cases where someone presenting their firm as a media rep actually is acting as an agency, interposing itself between the client's agency and the media vehicle
  • Again, the concealed extra tier of commission is the ethical problem.
  • You need to let each player who contacts you know the requirements and timing of any necessary insertion orders and stick to your stated net price.

 


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Sunday, January 12, 2003 #5728
I am student that is going into broadcast sales. I was wondering if I should try to get more experience or minor in buisness.( curently majoring in media management) profesors all believe i should get more school but I still feel I can land a job without a minor. Thank you

 

The Media Guru Answers(Sunday, January 12, 2003 ):
Professors believe you should get more school. Radio sales reps believe you should buy more radio. Carpenters believe you should build with wood. Try the job market to see what the people doing the hiring think.

 


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Friday, January 10, 2003 #5727
Dear Guru, I need to support a network TV buy with spot radio. The network buy is at 700 TRP over 6 week flights (frontloaded for each flight). HOw do I determine the appropriate levels of weekly radio weight? Thanks for your help.

 

The Media Guru Answers(Sunday, January 12, 2003 ):
Determine what you want to accomplish. If it's a certain communication level, for example, Reach and Frequency, it easy to use an R&F system to "back into" required radio levels. Your radio sales rep is one source of this kind of analysis.

 


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Thursday, January 09, 2003 #5726
I am trying to get the average 30 second rate for a 30 second commercial for the top 200 markets.

 

The Media Guru Answers(Sunday, January 12, 2003 ):
Try SQAD.

 


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Thursday, January 09, 2003 #5725
how do i do a proposed media plan (for an assignment)?

 

The Media Guru Answers(Sunday, January 12, 2003 ):
See the the Guru's Parts of a Media Plan.

 


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Tuesday, January 07, 2003 #5724
A recent questioner asked about contact info for major cable networks. I wanted to remind you about the Cable Ad Bureau's website, www.cabletvadbureau.com... where contact info for most networks is always available. Thanks! -a fan

 

The Media Guru Answers(Tuesday, January 07, 2003 ):
Right, Cable TV Ad Bureau Great reminder, thanks.

 


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Monday, January 06, 2003 #5723
I would like to research available media for my marketing strategy. Info on TV/Radio GRPs or newspaper/magazine print spend is readily available, but I am having trouble finding info on "newer" media outlets such as menu inserts, POP collateral (ei. postcards, take-ones, mini ads), unique destination signage, etc. Where can I look to collect info on selection (what is out there and available), cost, vendor/supplier, how to get it/who to get it from, etc. for less conventional media? Ideas and suggestions much appreciated!

 

The Media Guru Answers(Sunday, January 12, 2003 ):
What makes these "newer" media new is that they haven't yet developend syndicated research or measurement standards. Typically,as the begin to form associations, they begin to compile research. POPAI is one such for POP materials.

 


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Monday, January 06, 2003 #5722
will the use of a BRC in conjunction with a page increase reponse? If so what percent? Please provide a source

 

The Media Guru Answers(Sunday, January 12, 2003 ):

 


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Monday, January 06, 2003 #5721
I need to find magazines targeting minorities. How can I go about finding these out? Thanks for your help.

 

The Media Guru Answers(Monday, January 06, 2003 ):

 


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Monday, January 06, 2003 #5720
We are a small agency who deals primarily in spot buys. I am putting together a network cable TV buy for a client. Network selection is largely based on MRI data against the target. I have R/F goals that were established based on a cursory "borrowed" run on an optimizer program. I know I can ask the networks to run R/F on the schedules I put together, but how can I get a combined R/F on the entire multi-network buy? We don't have a program that does that for network. Is there a formula? Thanks.

 

The Media Guru Answers(Sunday, January 12, 2003 ):
Networks than can provide R&F runs can provide combined schedules. Systems vary, inout assumptions are important and some networks know how to slant results. Ask more than one network to do the same combinations as a check.

Our own eTelmar system can do R&F on a pay-per-use basis at a nominal cost.

 


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Monday, January 06, 2003 #5719
I want to develop a competency grid for my team consisting of senior media planners and media buyers. I want to develop a grid that addresses key functional and general management competencies for both functions - planning and buying.Both planning and buying members have 4 to 5 years of experience and are part of a single large AOR team( of around 12 members) The idea is to have a list of indicators against each competency domain and get each member to fill up such an assessment grid with evidences.This self assessment will then be validated by a panel consisting of me( their supervisor) and my business manager and his boss-the VP on the business. My question is: A.What FUNCTIONAL domains should be included for 1.planning and 2.buying B.What GENERAL mgmt domains should be included for 1.planning and 2.buying Greatly appreciate your feedback and help Thanks

 

The Media Guru Answers(Sunday, January 12, 2003 ):
Current business managment theory seems to be gravitating away from these formaularized assessments. If you must, however, the Guru woul look at

Functional:

  • Turning input into goals
  • Setting clear goals
  • Clear and persuasive writing
  • Analytical ability
  • Mathematical facitlity
  • Understanding media types
  • Understanding media math

Management:

  • Interpersonal ability with teammates
  • Interpersonal ability with superiors
  • Interpersonal ability with clients
  • Interpersonal ability with vendors
  • Managing subordinates
  • Leadership and teaching
  • Setting and keeping work schedules
  • Appreciating company budget/expense
  • Entrepreneurship
  • Contribution to the bottom line

 


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Monday, January 06, 2003 #5718
what are the best and worst methods of advertising?

 

The Media Guru Answers(Sunday, January 12, 2003 ):
The worst is easy: SPAM.

Best really depends on your goals. Some media are better for some target or message types or desired responses.

Begin at the Guru's media strengths page

 


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Saturday, January 04, 2003 #5716
I have read somewhere that Krugman's 3-exposure theory did not necesserily imply the need for 3 (or 2 or 4) physical exposures, but only a series of mental steps, which may take place after a series of exposure, or after just one. This seems to have more sense as it places adequate importance on different product/media/circumstance-related, creative and other relevant factors. On the other hand this turns the effective frequency theory into nonsense. What do you think?

 

The Media Guru Answers(Saturday, January 04, 2003 ):
The idea of the 3+ concept then is to assure the other steps occur. Perhaps you are thinking of the explanation of the theory that goes smething like "the first time the information is merely presented, the second exposure causes recognition, and the third causes remembering / accepting / acting or whatever. Rather than leave the latter two steps to the vagaries of chance or psychophysiology, the e second and third ad exposures give some assurance. This is the difference between planning and hoping.

 


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Saturday, January 04, 2003 #5715
Dear Guru: Are there any studies showing the relationship between advertising exposure frequency and sales? Does the effective frequency theory deal with the exposure-sale relationship, or rather exposure-awareness relationship? And in the latter case, is there any study showing the connection between awareness and sales? Thanks, R.

 

The Media Guru Answers(Saturday, January 04, 2003 ):
Try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Friday, January 03, 2003 #5713
Looking for published reports, relative to effective frequency and effective messaging--need the third party validation--Help?

 

The Media Guru Answers(Friday, January 03, 2003 ):
Go to the Guru Archives Search Engine. Use "effective frequency" and "effective messaging" as your search term.

The Advertising Research Foundation InfoCenter is always a good source. For details about the InfoCenter, call 212-751-5656,

 


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Friday, January 03, 2003 #5712
Dear Guru I am trying to find information on effective frequency and the 3+ frequency theory. Can you help? Thank you.

 

The Media Guru Answers(Friday, January 03, 2003 ):
Go to the Guru Archives Search Engine. Use "effective frequency" as your search term.

The Advertising Research Foundation InfoCenter is always a good source. For details about the InfoCenter, call 212-751-5656,

 


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Wednesday, January 01, 2003 #5711
what are the difference between tv, radio and prind advertising?

 

The Media Guru Answers(Wednesday, January 01, 2003 ):

 


Additional GURU questions and answers are available in the Guru Archives

 


 

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