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Media Guru Questions
and Answers
- Tuesday, July 27, 2010
#7791
- We are trying to stay current with the latest media planning tools. Beyond MRI, Simmons and Scarborough, is there a media planning tool that combines consumer insight with media habits, and does a good job of including not only the growing digital options, but also grassroots/promotional media as well?
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The Media Guru Answers(Thursday, July 29, 2010
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The Guru hasn't seen any "grassroots" in syndicated studies, but any of the resources you have mentioned might have some of the activities you aree thinking about, such as coupon redemption, attenance at NASCAR races or sporting events that you could crosstab with your media options.
- Monday, July 26, 2010
#7790
- Do you have any data with regard to the effectiveness of the use of unique urls for different mediums? For instance, does a unique url shown on a print ad typically perform at 25% of a unique url shown on an online ad?
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The Media Guru Answers(Thursday, July 29, 2010
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- Wednesday, June 16, 2010
#7789
- I want to more formally embrace and practice "connections" planning. Do you have any resources or recommendations on where to learn best practices and tactics to help a media team start thinking with a "connections" planning mindset?
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The Media Guru Answers(Thursday, June 17, 2010
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The Guru believes "Connections Planning" is a new-agey term for the not-so-new concept of strategic planning and account planners, going back over 20 years to some concepts out of Saatch & Saatchi in London. It's about focusing on consumers and their consumption behavior's intersection with media, rather than more narrowly on their media behavior. The greater ability of the internet to facilitate this approach is likely the driver of the new popularity and nomenclature. You will find many online references.
- Thursday, June 03, 2010
#7788
- How would one go about assigning GRP's to trade publication advertising to generate a reach and frequency?
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The Media Guru Answers(Sunday, June 06, 2010
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GRPs are always impressions ÷ population.For trade media, we generally use one reader-per-copy to calculate impressions, unless you have better information. You will have to know the population of your trade segment.
- Wednesday, June 02, 2010
#7787
- Hi media guru,
Can you confirm if when buying network cable, it reaches ADS homes? I know when buying spot cable, your reach is limited and does not include these homes. Thanks for your help.
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The Media Guru Answers(Wednesday, June 02, 2010
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Yes, network buys are seen on ADS.Spot cable is placed with local systems, thus national satellites are not in the mix.
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