AMIC's Media Guru

Ask the Media Guru

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

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

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Friday, December 28, 2001 #4968
What is an average conversion rate for a geo-targeted e-mail campaign consisting of both text and html?

 

The Media Guru Answers(Saturday, December 29, 2001 ):
The Guru does not assist with SPAM.

 


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Thursday, December 27, 2001 #4966
I'm the owner of a site called netmemories.com,which is a nationwide obituary service on the internet. What approach should I use in seeking businesses in the death industry to advertise their goods and services on netmemories.com ?

 

The Media Guru Answers(Saturday, December 29, 2001 ):
You need to find the media these businesses consume.

 


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Thursday, December 27, 2001 #4965
Is there any resource/company to find the number of pages of advertising per issue for a specific publication? I'm looking for business-to-business publications focusing on government, such as Governing or Roll Call. Thanks!

 

The Media Guru Answers(Thursday, December 27, 2001 ):
CMR's (Competitive Media Reports) Business 1200 might address this question. The individual magazines can ususally give you this info for thier own pages.

 


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Thursday, December 27, 2001 #4964
Can you tell me of any research comparing loose inserts [FSI's in US?] with advertising placed in the body of a newspaper or magazine? — Nick Holdsworth

 

The Media Guru Answers(Thursday, December 27, 2001 ):

 


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Wednesday, December 26, 2001 #4963
Is there an association of Independent Advertising Sales Representatives and if not how would I go about locating some?

 

The Media Guru Answers(Wednesday, December 26, 2001 ):
You will find many small reps listed in the front sections of the various Standard Rate and Data Service (SRDS) resources.

 


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Saturday, December 22, 2001 #4962
We use CMR for print and broadcast Ad Expenditures for pharmaceutical products. Is there a source for pharmaceutical spend levels to doctors?

 

The Media Guru Answers(Saturday, December 22, 2001 ):
You may find medical journal spending in CMR's Business 1200

 


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Friday, December 21, 2001 #4961
Guru Buddy: Is there a source for ad rates for Internet-only radio stations? I'm trying to determine what typical CPMs are for local and national ads. Even a range would help.

 

The Media Guru Answers(Friday, December 21, 2001 ):

 


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Friday, December 21, 2001 #4960
I'm searching for sites simular to WSJ.com that targets Business Exectutives, decision makers and oweners in general OR business execs, decision makers and owners who read a lot of articles regarding Economic Development and are looking for an online resource to get information on expansion and relocation. Are there websites that compete with WSJ.com?

 

The Media Guru Answers(Friday, December 21, 2001 ):
Start with the sites of publications which compete with WSJ in print, e.g. Forbes, BusinessWeek, Barrons, etc.

 


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Friday, December 21, 2001 #4959
where can i find a list of contact information for media buyers? Perferable email addresses.

 

The Media Guru Answers(Friday, December 21, 2001 ):
The Guru will not help you to send SPAM.

 


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Friday, December 21, 2001 #4958
wehre can i find a list of meda buyers?

 

The Media Guru Answers(Friday, December 21, 2001 ):

 


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Thursday, December 20, 2001 #4957
Dear Guru, Are there ROI models available for digital signage ? By digital signage I mean a set of large video displays (LED walls), in a network, where the ad content can be uploaded, scheduled and managed from a distant location ? Thank you very much

 

The Media Guru Answers(Friday, December 21, 2001 ):
The Guru has never seen a specific model of ROI in any medium without being specific to a single advertiser's experience.

 


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Thursday, December 20, 2001 #4956
how does reach and frequency build?

 

The Media Guru Answers(Friday, December 21, 2001 ):
This differs from medium to medium and among specific combinations vehicles.

Generally, the audience of each added advertisement has increasing duplication with those already reached. The curve below is typical.

 


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Wednesday, December 19, 2001 #4955
Dear Guru. Can you give me some exemples of contracts between a media planning bureau and an agency. Or perhaps an enumeration of the different subjects a contract should contain. Thank you.

 

The Media Guru Answers(Friday, December 21, 2001 ):
Any contract for services needs to specify the services to be performed, the price and time period of the contract. Beyond that, it's specific to the case. American Association of Advertising Agencies would have samples.

 


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Tuesday, December 18, 2001 #4954
Greetings Guru. I am not in the advertising industry but doing some research on advertising effectiveness. Can you help me find (preferably free) regional Newspaper, Radio and TV advertising costs and audience sizes for the state of PA. For example, is there some sort of directory or rate cards that list the different newspapers in PA, what it costs to place an ad., and how many subscribers they have. Thanks a million!

 

The Media Guru Answers(Friday, December 21, 2001 ):
For free, best bet is MediaFinder in print and AMIC's Ad Data area for broadcast. In broadcast, listings are not typically organized by state, but by metro area or DMA.

 


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Monday, December 17, 2001 #4952
I was curious if there is a website you could recommend for marketing or advertising news that's a bit strange or out of the ordinary? Thanks, Brad

 

The Media Guru Answers(Friday, December 21, 2001 ):
"News" and "strange" is a tough combination. AdCritic may be temporarily inactive.

 


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Monday, December 17, 2001 #4951
Guru - Where can I learn about maximization of radio and TV buys? What is overkill?

 

The Media Guru Answers(Friday, December 21, 2001 ):
Begin by setting communication goals in reach and frequency terms. Click here to see past Guru responses about effective frequency.

 


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Monday, December 17, 2001 #4950
CPP

 

The Media Guru Answers(Monday, December 17, 2001 ):

 


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Sunday, December 16, 2001 #4948
What is the Cost Per TV Rating Point for New York?

 

The Media Guru Answers(Monday, December 17, 2001 ):
See SQAD

 


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Sunday, December 16, 2001 #4947
what is an executive summary

 

The Media Guru Answers(Monday, December 17, 2001 ):
In a business document, particularly a recommendation, a scection ath the beginning which briefly states the recommended course of action or key findings, with brief reference to the supporting details.

 


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Friday, December 14, 2001 #4946
Dear Guru: I'm interested in new measuring techniques for interactive television. When and if this becomes mainstream, it seems like a whole host of new opportunities concerning demographics, target markets, etc. will become available. How are companies such as Nielsen and Telmar handling this, and are there any resources you could point me towards as far as research? Also, do you think that Nielsen's current system for measuring markets would become obsolete if interactive tv did take off?

 

The Media Guru Answers(Friday, December 14, 2001 ):
Telmar can work with whatever data Nielsen or other research companies provide.

The Guru doesn't see that interactive TV will obsolete any research. The current Nielsen People Meter is an interactive system. Intereactive TV, per se, will not tell us anything about persons in the audeince who are not interacting.

 


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Thursday, December 13, 2001 #4945
Greetings, Guru. Can you point me to research studies that deal with effectiveness of advertising in free publications vs. paid ones?

 

The Media Guru Answers(Thursday, December 13, 2001 ):
Try Association of Alternative Weeklies and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, December 13, 2001 #4944
We have a client that insists on running :30 LOCAL radio spots instead of :60 spots. We have done a significant amount of network radio, where the "standard" unit is, in fact, :30. Standard units for local buys on the other hand are :60s. The client still challenges our recommendation for :60s in LOCAL markets. Do you have an opinion on this subject, or can you tell me where to find some independent research that addresses the topic?

 

The Media Guru Answers(Thursday, December 13, 2001 ):
Today, not only is the local standard :60's, but most stations sell "units" meaning their charge is the same for :60 or :30. In this situation, there seems to be no reason to use a :30 unless specific copy research proves that the 30 is more effective.

In other cases, where :30's cost 80% of :60's, the added reach and frequency achievable trhough :30's may be worthwhile.

For research, try The Radio Advertising Bureau (RAB)

 


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Thursday, December 13, 2001 #4942
Hi, Media Guru.I am looking for a place were I can be specialized in media field, an university an institute something like that. The location must be in Canada or in Italy. Can you help me with this? I working already in this field, in Romania, with Mindshare (in the last two years), but I feel is necessary to do much more than a training inside the agency.

 

The Media Guru Answers(Friday, December 14, 2001 ):
Most universities which teach "Communications" teach advertising, with more or less emphasis on media. Your question is one for the educational guides for the relevant countries, comparable to US News more than it is for a media specialist. In the US, it is rare for a media professional to have specialized in media in college.

 


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Wednesday, December 12, 2001 #4941
Mr. Guru sir: I am currently developing market research software that uses regression analysis in order to make certain predictions. I would like to develop and sell this software, and at some point I'm going to need to have my methodology backed up by a reputable association. Can you give me the names of any companies that might be able to help analyze, improve, or even beta-test the software? Which of these companies might carry the most weight in the media world?

 

The Media Guru Answers(Wednesday, December 12, 2001 ):
The Guru does not expect that any company would perform this task for you unless they were going to market the software themselves. This means you would need to make a proposal to them about the valuse and purpose of the software. You might begin with our sister company, Telmar, one of the oldest and largest media software companies.

 


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Wednesday, December 12, 2001 #4940
Do you know who keeps internet ads? I'm looking for an ad that was on priceline.com in 1998...jpg Thank you.

 

The Media Guru Answers(Wednesday, December 12, 2001 ):

 


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Tuesday, December 11, 2001 #4938
Greetings. You previously answered a question for me regarding calculating R/F for a trade print plan (question #4900). Based on your answer (which included calculating ratings and using industry standard duplication figures), I am calculating overall Reach for each publication and for the entire schedule. Once I have that information (Reach%, Rating%), can you confirm what formula I would use to get the Frequency (both for each publication and for the entire schedule). I have searched many years of your archives and can't find an answer that addresses that specific question. Thanks!

 

The Media Guru Answers(Tuesday, December 11, 2001 ):
Frequency = GRP ÷ Reach

GRP is the sum of all the Ratings which go into the Reach.

For example, if publication "A" has a 12% rating, three insertions = 36 GRP.

A schedule of 3 times in publication "A," plus 4 times in publication "B," which has a 16% rating = 110 GRP.

 


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Monday, December 10, 2001 #4937
Hi Guru, What are the best resources to find out what the leading advertising agencies for radio are, as well as who their key clients are? Also, are you aware of a resource that lists category rankings for the various major media? Thank You!!

 

The Media Guru Answers(Wednesday, December 12, 2001 ):
The Standard Directories of Advertising Agencies and Advertisers ('The Redbook') for major radio advertising agencies and their client lists.

CMR (Competitive Media Reports) for spending details.

 


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Monday, December 10, 2001 #4936
Is there any research on the effectiveness of running a newspaper schedule(for a retail client) for 52 weeks? I am looking to scale back my newspaper schedule and need some rationale to support reducing the number of insertions on the buy. thanx

 

The Media Guru Answers(Monday, December 10, 2001 ):

 


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Monday, December 10, 2001 #4935
I am the webmaster of Undergrounds.com. I am interested in finding a website agent to take charge of all the banner advertising and promotion that will take place on Undergrounds.com. My questions are: 1. Are there such agents out there? If so, how can I find them? 2. What sort of percentage breakdowns should I expect in sharing profit with such an agent? Thank you.

 

The Media Guru Answers(Monday, December 10, 2001 ):
MediaPost.com's Media magazine carries listings of these services in every issue.

 


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Friday, December 07, 2001 #4933
Is there an industry standard for the ratio between the Media Budget and the Advertising Production Budget (Creative & Production). I'm specifically interested in this ratio for a B2B client who is proposing a $1 million budget spilt 50/50 between media placement and ad creation.

 

The Media Guru Answers(Saturday, December 08, 2001 ):
No standard, there are too many variants. A $10 million national budget might be sepnt in radio with $20,000 production, or network TV with $1 million procution or local print with a middle amount. Small buget magazines have a relatively high ratio in porduction. Clients rarley seem willing to balance ad qualitiy ( size ) against the capacity to communicate the ad to targets.

 


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Thursday, December 06, 2001 #4932
Hi! Can u tell me which research companies do Single Source researches (including media) and what url's are they available at?

 

The Media Guru Answers(Thursday, December 06, 2001 ):

 


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Thursday, December 06, 2001 #4931
radio cpm

 

The Media Guru Answers(Thursday, December 06, 2001 ):

 


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Wednesday, December 05, 2001 #4928
Guru, how do I calculate a full page ad price if the directory only gives a column inch price? Thank you

 

The Media Guru Answers(Wednesday, December 05, 2001 ):
The direcory should also give number of column inches or inches and columns per page. Then you can mulitply, but pages are usually priced at some discount vs their column-inch multiple.

It sounds as if you are looking at classified rates, when you want to buy display advertising.

 


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Wednesday, December 05, 2001 #4927
Number of commercials per hour of prime time

 

The Media Guru Answers(Wednesday, December 05, 2001 ):
Generally, there are 6 to 7 commerical minutes per half hour in broadcast network prime time.

 


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Wednesday, December 05, 2001 #4926
What are five ways media planners can use this site in their work?

 

The Media Guru Answers(Wednesday, December 05, 2001 ):
Apparently one is isking this question over and over, obviously trying to ge the Guru to do their homework. Last time, the Guru said:
  1. Find rates
  2. Find audiences
  3. Find media sellers and buyers
  4. Find a job
  5. Learn about multicultural markets
  6. Define terms

 


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Wednesday, December 05, 2001 #4925
Dear Guru - I'm working on a small trade magazine plan. When I evaluate the magazines, I set up a spread sheet and plug in: Gross P4C 1x rate, cirulation, CPM. Then i go through the BPA and pick out the target circ and calulate that CPM. After that, I put in % qual. 1 year, percent personal request and last, paid vs. non paid. Each number gets indexed( lowest CPM gets 100 etc).Then the publications get ranked. Editorially, they all look alike. Is there a better way of evaluating trade pubs in a category. This fabulous category is "water supply & sewage disposal". Thanks.

 

The Media Guru Answers(Wednesday, December 05, 2001 ):
You might try to figure out which one is most authoritative. That is if they all have the saem content and audience, which one do the readers look to for best / mot reliable information.

 


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Tuesday, December 04, 2001 #4924
What does 'Reach' mean?

 

The Media Guru Answers(Wednesday, December 05, 2001 ):
Reach as a noun is defined in Query #4921, below. As a verb, it means to deliver a message to a target consumer.

 


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Tuesday, December 04, 2001 #4923
If I want to reach medium to large size (Fortune 500) advertisers interested in new growth areas, what publications are best to advertise in? Thank you very much.

 

The Media Guru Answers(Wednesday, December 05, 2001 ):
This is too nebulous a description of a target. What might "new growth areas" mean? The general business publications like Forbes, Fortune and Business Week probably reach the right people in the right companies, but a better definition might allow narrowing the scope of audeince morre efficiently.

 


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Tuesday, December 04, 2001 #4922
Hi Guru, Could you please tell me what is the difference between Full Page CPM and CPM in print media? Ther reason I ask is that some agencies quote FP CPM and some - just CPM. Thank you.

 

The Media Guru Answers(Wednesday, December 05, 2001 ):
A CPM must refer to a specific ad unit. In print, full page is assumed if there is no specific mentioned.

 


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Tuesday, December 04, 2001 #4921
Reach

 

The Media Guru Answers(Wednesday, December 05, 2001 ):
Reach is the number of Different people (net) exposed to a campaign or schedule. It may be expressed in numbers of unduplicated impressions or as a percentage of the relevant target audience.

Reach is sometimes carlessly (and inaccurately) used in reference to the potential audience of a cable network, i.e. subscribers, when it should only be used to refern to an audience exposed to advertising.

 


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Tuesday, December 04, 2001 #4920
Can you please site a source (or be the source) to answer a question about print wear-out? If running a print ad in a weekly community newspaper, using a 16 time, every other week schedule, how many creative units would you recommend?...Steve

 

The Media Guru Answers(Tuesday, December 04, 2001 ):
  • This is not really a media question, it is a creative question
  • From a media perspective, the answer will depend on many things, such as size, competitive environment, and campaign marketing elements

Click here to see past Guru responses about wear out

 


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Monday, December 03, 2001 #4919
I am researching some advertising opportunities for a medical device manufacturer. I have been told there is advertising avialable in hospitals via televisions in the waiting rooms. I think it is called Accent Health Network. Do you know of anything like this?

 

The Media Guru Answers(Tuesday, December 04, 2001 ):

 


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Monday, December 03, 2001 #4918
My client is a medical device manufacturer. They currently do some trade show advertising in the on-site programs/exhibit guides, etc. We are trying to convince them to enhance this on-site advertising with advertising in the official trade show journals affliated with the trade shows. However, they question the effectiveness of trade journal advertising. Do you have an data on the value or effectiveness of trade journal advertising for health related clients - or b2b clients in general? I've tried a couple of research sources, but am seeking a FREE source of this research, if available. Any insight you could provide would be appreciated. Thanks.

 

The Media Guru Answers(Wednesday, December 05, 2001 ):
A good resource is Cahners Business Information

 


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Thursday, November 29, 2001 #4916
Is it AOR stand for AGENCY OF RECORD or AGENCY ON RECORD. Kindly explain to me.

 

The Media Guru Answers(Thursday, November 29, 2001 ):
Agency Of Record

 


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Wednesday, November 28, 2001 #4915
Dear Guru, 1)Where can I find CPM comparison data for local community newspapers versus dailies? 2) What is considered to be a competitive CPM for local community newspapers? 3) What do ad placement agencies charge for their work? Thank you very much

 

The Media Guru Answers(Thursday, November 29, 2001 ):
Until recently, there were a handful of sites that offered print rate data, such as Media Passage, Media SpaceBank, Newspaper SpaceBank, etc., but they all seem to have fallen by the wayside.

The Guru does not think that the daily vs community newspaper decision is primarily going to be base don CPM. Usually dailies cover a wider area while community papers are just that, focused on smaller geographies. Out-of-pocket cost is then the key difference.

 


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Tuesday, November 27, 2001 #4912
Dear Guru, Could you please clarify this for me: 1) is the ad production cost included in the 15% agency commision or it it charged on top of that? 2) the usual 5% for media buying, is it paid out of the 15%agency commission or in addition to that? 3) Is there any approximate scale to calculate how agency commission increases or decreases depending on the overall media cost volume? Thank you very much

 

The Media Guru Answers(Tuesday, November 27, 2001 ):
The traditional 15% is the agency's commission on any outlay made on the clients' behalf, whether media purchase or production cost.

One difference is that media costs are usually quoted by the media at "gross" which includes 15% commission, while the agency needs to "gross up" production, by adding 17.65%, creating a number that is then 85% cost and 15% commission.

That is, when media has a gross cost of $1000, the agency gets $150 commission and the media vendor nets $850. When there is a production expense of $850, the agency grosses it up by 17.65%, or $150, for a total of $1000.

While 5% is a common talking number for media services, it is not a standard. It is part of the 15%.

Fees other than the traditional 15% are a matter of negotiation. They may be more than 15 on low-billing accounts and considerably less on large accounts. They may be something completely different than percentage-based. The American Association of Advertising Agencies is likely to have a reoprt on averages and ratios.

 


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Tuesday, November 27, 2001 #4911
Guru, I need to find information about ethnically focussed advertising campaigns for beverages and what makes these campaigns successful/unsuccessful? Thanks in advance.

 

The Media Guru Answers(Wednesday, November 28, 2001 ):
Start with the ethnic-specific trade media, such as Target Market News (African American) and Hispanic Business. There are few cases where reports identify what makes campaigns successful, because it is only speculation.

 


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Tuesday, November 27, 2001 #4910
What are the advertising rates for magazines?

 

The Media Guru Answers(Tuesday, November 27, 2001 ):
All 11,000?

For a good guide see AMIC's Ad Data area

 


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Monday, November 26, 2001 #4909
What is the Radio CPP's for Charleston, WV and Parkersburg-Marietta, WV-OH? Can you provide by quarter for 2001?? Thanks!

 

The Media Guru Answers(Monday, November 26, 2001 ):
See SQAD

 


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Monday, November 26, 2001 #4908
Dear Guru! One agency, which is a "gold" client of our TAM Company, asked us for developing procedure of evaluating "zapping factor". From their words the definition of zapping factor is "percentage of average break rating to average rating of 2 last minutes of preceding program". That's not the problem for us and we actually already developed that procedure, but there are some questions we have no answer yet. 1. Is there any other definition of "zapping factor"? Or there is not exact definition at all. 2. What are the reasons of using values of "zapping factor" in media planning? In situation, when only QH ratings are available, this factor could be used to make estimates of break/spot ratings. But we have minute-by-minute audience data (and that's why we can evaluate "zapping factor") so estimation for break/spot ratings could be based on real history. What are another reasons? Thanks in advance for your thoughts! BR, Andriy

 

The Media Guru Answers(Wednesday, November 28, 2001 ):
"Zapping" has been a term of loose definition for 20 or more years, becoming popular with the growth of cable and remote controls. Generally it refers to channel switching during breaks leading to lower audience for commercials than for the adjacent program.

We agree that the availability of minute-by-minute data obviates the utility of such a factor on a post analysis basis. And, if your planning rates are based on ratings reflecting these data, we are stumped.

 


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Monday, November 26, 2001 #4907
Are there any industry averages for a) click throughs from banners, etc; b) click throughs from ads in opt in e-mail news letters, etc.; and c) conversion rates for users who have clicked through on one of the above proceeding to buy/request/etc (ie to take the action proposed by the original advertisement that was clicked). I realise that there are very many variables, but I'm hoping there are some metrics to help guide a media planning exercise. Thanks.

 

The Media Guru Answers(Wednesday, November 28, 2001 ):

 


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Saturday, November 24, 2001 #4906
Dear Guru, We are working for a big car brand. For the moment we are working out the whole media plan for the year 2002. Can you advise me with some subjects that we surely should treat? For example with the launching of a new model, advertising for the whole scale, promo-advertising... Thanks already!

 

The Media Guru Answers(Sunday, November 25, 2001 ):
This appears to be a school project, not a real work assignment. In the real world, a media planner would receive marketing input with budgets and strategies delineating which of these areas must be addressed.

 


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Thursday, November 22, 2001 #4905
Media Guru: Is there any information available that demonstrates the relationship of awareness (unaided and aided) to market share? I realize this is probably specific to product categories, markets, etc. -- but I am looking for any general "rule of thumb" guidelines. I work in business-to-business marketing, and would data from this area rather than general consumer goods. Also...can you suggest some "further reading" sources on this subject?

 

The Media Guru Answers(Thursday, November 22, 2001 ):
A good resource is Cahners Business Information

 


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Wednesday, November 21, 2001 #4904
What is the best place to get a comprehensive idea about US media scene and its evolution? Can I also get an intensive revire of media [particularly TV] buying selling pactices and culture in the US? I have heard terms like sopt TV and Network TV; but I diont understand it all.

 

The Media Guru Answers(Thursday, November 22, 2001 ):
What you are asking probably requires a month or more of work in a U.S. media department.

Meanwhile, review the Guru's media strengths page, Media Terms and the Guru's Parts of a Media Plan.

Spot TV means advertsing placed on individual local stations covcering one defined geographic market, while network refers to national placement, carried on affiliates in all of the 200+ U.S. local markets.

 


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Wednesday, November 21, 2001 #4903
What is the typical number of advertising exposures the average person receives during the course of a day?

 

The Media Guru Answers(Wednesday, November 21, 2001 ):
A Guru oldie, from 1997:

The Guru has seen estimates from a few hundred to many thousands. The Guru tends to go along with one of the best accepted estimates, that there are about 245 ad exposures daily, 108 from TV, 34 radio and 112 print.

Others estimate 3000, 5000 or more. Even the 245 is "potential" and perhaps only half are real exposures.

The higher estimates probably include all marketing exposure including being in the vicinity of product labels or actual products with trademarks visible, such as your car, computer, fax, phone, shirt, pencil, paper towel in the bathroom, etc.

Just think, if we were really exposed to 3000 advertising messages per day, at an average of just 10 seconds apiece (accounting for radio :60's and brief exposure to billboards), these exposures would consume 8.33 hours out of our 16 waking hours per day.

The Guru is skeptical.

 


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Wednesday, November 21, 2001 #4902
We are trying to figure out a gross cpm for a client who we have given a net cpm to. She is looking to compare the two. (I am not speaking in terms of gross/net rate -agency 15%) Here is a scenario that I am trying to figure out: By publication - 439,000 target audience $51,000 FP rate = $116 net cpm. How would we go about getting the gross cpm to compare to this? From a total plan standpoint, we also presented net cpms and the client is looking for a gross cpm for comparison. How exactly would I go about figuring this out?

 

The Media Guru Answers(Wednesday, November 21, 2001 ):
The Guru does not understand your question. The common definition of the terms gross rate / net rate referes to the difference between a rate including agency commission (traditionally 15%) and a rate not including this commission. This definition would yield a $135.29 gross cpm for $116 net. The only reason the gross would be different would be if there was some other understanding about agency commission / compensation.

The formula to calculate gross cpm, when commission is 15% is:
net cpm ÷ (1 - 0.15).

 


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Wednesday, November 21, 2001 #4901
I am considering selling a simple, novel, kitchen handtool using national newspaper advertising to reach an audience of several million potential purchasors. The advert will have a black and white photo of the handtool with a simple, clear selling message and call to action (telephone orderline to place credit card payment). Assuming my product is correctly priced and has reasonable appeal and my advert is reasonably well constructed and effective, what range of order response rate can I reasonably expect to see (i.e. what percentage of the newspaper readership could reasonably be expected to order based on experience of similar advertising campaigns?). A percentage range (low to high) would be a useful answer rather. Many thanks for your help.

 

The Media Guru Answers(Wednesday, November 21, 2001 ):
There is not really enough information for an accurate projection. The results might be anywhere from 0.1% to 3% of persons reached.

Try Direct Marketing Association (DMA) and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Tuesday, November 20, 2001 #4900
I am trying to estimate past Reach & Frequency for a transportation trade industry print campaign -- and based on that set R&F goals for 2002. I have gathered the following information: Target universe in US, Asia and Europe; each publication's circulation to that target (where available); duplication (very limited availability of this from these pubs). Given this information, what formula could I use to (gu)estimate Reach & Frequency for this Trade plan? Alternatively, what other measures could I offer to my client to measure a recommended media plans effectiveness (i.e. Competitive SOV)?

 

The Media Guru Answers(Wednesday, November 21, 2001 ):
The simple formula begins by calculating audience-divided-by-universe to estimate ratings (probability of exposure). Multiplying together all the negative probabilities gives you the reach, disregarding specific duplication. In other words, if you get a rating of 14% of target, the negative probability is 86%. Then, two issues of that publication have a combined negative probability of 0.86 X 0.86 or 0.7396. Thus the probable "reach" is 1 - 0.7386 or 26%. This reflects a rando likelihood of dulication of roughly 14%. In reality, there is more than just this random duplication between two issues of the same trade title, probably 50%+, so a better estimate of the reach would be 14% + 50% of 14%, or 21% reach.

For a good guestimate, combine all your insertions this way, using 60% duplication between repeats in the same title and 30% between different titles. Use judgement about titles from different countries which may have virtually no mutual duplication.

SOV is another comparitive tool. Going beyond relative communication and relative spending gets quite speculative.

 


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Tuesday, November 20, 2001 #4899
I'm currently using 2,000 toal GRP's for the year, as the test for campaign wearout. Are there any new figures for wearout due to the constant increase in messaging?

 

The Media Guru Answers(Wednesday, November 21, 2001 ):
The factors of wearout depend on a lot more than the environmental clutter. Though one common rule of thumb has been 2000 GRP, the Guru has never seen this or any other specific justified through published research.

Click here to see past Guru responses

 


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Monday, November 19, 2001 #4898
I'm writing a point-of-view paper on suggestive sexuality in advertising. For this paper we have to use advertising journals. Could you reccommend a website for this?

 

The Media Guru Answers(Wednesday, November 21, 2001 ):

 


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Sunday, November 18, 2001 #4897
i want to make my career in advertising because of my creative and good business aptitude,but have no formal degree in it.how can i do it.

 

The Media Guru Answers(Sunday, November 18, 2001 ):
Generally speaking, media jobs have no specific demands in terms of educational background. Seek out entry-level jobs and sell yourself.

 


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Friday, November 16, 2001 #4896
I need to break down a media plan for a client by percentage of work. Are there any industry standards for this? What percent of 100% (all the time spent on a media plan) would you estimate is spent in planning/research; negotiating/placement and follow up (traffic, value added cordination, reconciliation, invoice approval)? Thank you!

 

The Media Guru Answers(Sunday, November 18, 2001 ):
The balance can change due to many factors. If a brand has established strategies and tradtional media outlets, planning will take less time and negotiation, especially if there are new potential suppliers or a changing marketplace will take more.

Buying and stewardship with a limited set of national magazines is very simple, in local broadcast media across numerous markets very labor intensive.

A plan for a new brand or new target are very different advertisng strategy will call for more extensive research.

Averages are likely to be meaningless here unless referenced to a specific experiential framework.

 


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Friday, November 16, 2001 #4895
I'm trying to gauge the "typical" response rate to a BRC in a magazine. I know that there are many factors that will effect the response rate (creative, offer, etc.)but I have a client with a driving need to have a benchmark for response. Individual publications haven't been much help. Is there a benchmark or do you have any suggestions on where to look for this type of info? Thanks.

 

The Media Guru Answers(Sunday, November 18, 2001 ):
As you recognize, there are so many variables. Direct Marketing Association (DMA) might be a source of average data.

 


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Thursday, November 15, 2001 #4894
Will you please explain the math and rationale for equivalizing :15s in broadcast tv? I keep hearing the term, but my buyer couldn't clearly explain it. She also said she didn't believe in doing it. Do you? Thanks as always!

 

The Media Guru Answers(Thursday, November 15, 2001 ):
Buyers and planners look at this process differently. In actual fact, a :15 and a :30 in the same program have the same audience, but different costs.

To planners the audience is more important, in its relationship to reach, etc.

Buyers, however are more cost and efficiency focused at the program level. They will simplify avails by assignninig everything the :30 price and using a factored audience to reflect the :15 efficiency.

 


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Thursday, November 15, 2001 #4893
any literature on how 2002 it looking for all media?

 

The Media Guru Answers(Sunday, November 18, 2001 ):
There will be various articles in all the trade media, such as Ad Age.

 


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Thursday, November 15, 2001 #4892
the advantages and disadvantages of using the internet for marketing

 

The Media Guru Answers(Thursday, November 15, 2001 ):

 


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Wednesday, November 14, 2001 #4890
What sources can I use to find how much it would cost place a thirty-second ad on a network television station during prime time (during a particual show)?

 

The Media Guru Answers(Sunday, November 18, 2001 ):
For general Prime Time costs, see SQAD. Buying specific programs requires specific inquiries to the vendors. There are too many variables for there to be published cost guides.

 


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Wednesday, November 14, 2001 #4889
Hello Guru I am interested in finding out which ad agencies are the i.e. top ten buyers of _billboard advertising space_ in Toronto. Also interested in any resource available for those who intend to erect a billboard in Toronto and sell the space - information about buyers of advertising, city regulations concerning billboards, etc. Thank you! Nikku

 

The Media Guru Answers(Sunday, November 18, 2001 ):
Try the directories of AdWeek

 


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Tuesday, November 13, 2001 #4888
Where can I find free information about the effectiveness of newspaper pre-prints, for example Sunday retail sales circulars?

 

The Media Guru Answers(Wednesday, November 14, 2001 ):

 


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Tuesday, November 13, 2001 #4887
what type of television stations and programs does the affluent market watch?

 

The Media Guru Answers(Wednesday, November 14, 2001 ):
People watch programs, not stations. The affluent are thought to watch educational, cultural and financial programs. It is not so much that they watch these as that the less affluent are less likely to, so that the affluent portion of the audeinces is greater. Get audience profile specifics from Nielsen. Get a broader picture from The Mendelsohn Media Research Affluent Study

 


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Tuesday, November 13, 2001 #4886
We are deciding between 2 DRTV ad companies. One suggests buying nationwide spots on a cable network. Another company states that's a waste of money. They suggest buying spots on nationwide cable networks in only the top 10-15 markets. What are the benefits of the 2 and how much cheaper do you think buying in single markets would be than buying nationwide? I didn't know how in depth this process could be. Thanks in advance for throwing me a life vest in the vast sea of DRTV

 

The Media Guru Answers(Wednesday, November 14, 2001 ):
Assuming your cost of selling and delivery is equal across the country, buying networks will be much more cost efficient on the media expenditure side of the equation. The out-of pocket dollars will be more, but the audience reached will be much more. If the one company that favors buying top markets can show you that these markets produce a better return from these markets, that may be worth listening to. Network buying is much less labor intensive.

 


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Tuesday, November 13, 2001 #4885
We're attempting a TV DR campaign. Our DR company is a little nervous about giving any hard facts and I was hoping you could help. (1)What is the life cycle of a typical direct response campaign for unsuccesful, moderately successful and highly successful products? 2) what type of results are considered successful to unsuccessful? (3) Typically, how much as a percentage of revenues are spent on the media buys? This is the best way for us to estimate promotional expenses. It is easiest to benchmark it according to sales revenue. (best case, worst case etc??) Thanks for any help in advance!

 

The Media Guru Answers(Wednesday, November 14, 2001 ):
  1. The beauty of DR is that you immediately know what is or isn't working. Life cycle is therefore directly dependent on "success."
  2. Successful = profitable ROI. The variables are advertising expediture and selling price versus cost of goods. The same advertisng budget might be put behind a $29 item that cost $10 to make and sells in enromous volume or a $290 item that costs $225 to make and sells many fewer units.
  3. Similar variables apply to the revenue/media spending ratio. It's all a crap-shoot and you rely on the expereience of your DR people. If they have the experience, they will show you case studies, but possibly not rules-of-thumb

Try Direct Marketing Association (DMA).

 


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Tuesday, November 13, 2001 #4884
media planners make or brake an event that i propose, if they see its not feasible, i dont get the project, so how can make an effective media plan (TV, RADIO, PRINT so that i wont see media planners as a threat to seeing my proposal being approved?

 

The Media Guru Answers(Wednesday, November 14, 2001 ):
Media planners are not likley to be support an outside media "plan." They may however evaluate a media "package" you include, as part of the added value of your event. Planners devote efforts to matching media selection with advertsing goals, while your media is probably in support of your event. Recognize the distinction and allow planners to evaluate the deal as a whole, and its contribution to achieving goals. If you can't make them see it as more than just media, it must not be much of an "event."

 


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Tuesday, November 13, 2001 #4883
hi, i've been dealing with an ad agency and fighting for a concept event with a big cost, part of the event is a promotion to require a proof of purchase in order to join. They say they need to know the media implications of this, they need to measure if it will increase sales, and if the media planning is effective. I'm just curious, how do i make an effective media plan to justify that the cost of the event is just minimal also plus the media mileages they get from posters, streamers, and merchandizing.

 

The Media Guru Answers(Wednesday, November 14, 2001 ):
The simplest to calculate and for them to understand is to determine the number of exposures of all the elements and then put a value on these exposures using a cpm the agency experiences in some cmparable medium, such as out-of-home.

 


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Monday, November 12, 2001 #4881
Looking for an overall outlook for 2002 per medium. Is there a helpful site to visit? Thanks

 

The Media Guru Answers(Wednesday, November 14, 2001 ):
Try Ad Age

 


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Monday, November 12, 2001 #4879
hi,i'm a media planner in a pump producer,we are making a new ad plan to target some clients from water treatment,architect procuring sector,so we think the specific websites can lock our target custumes, but i dont know how to evaluate and compare these website, can you tell me how to get the real traffic and something alike? many many thx

 

The Media Guru Answers(Monday, November 12, 2001 ):
The Guru would expect these websites are too small to be reported by the major web audeince researchers. But you can ask each site for audited traffic results. Auditors include ABC and BPA among others.

 


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Sunday, November 11, 2001 #4877
What is media planning?

 

The Media Guru Answers(Monday, November 12, 2001 ):

 


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Sunday, November 11, 2001 #4876
Dear Guru, I am developing a local cable buy for adults 18+, and working with two cable systems for coverage in one county. Can you provide me with some insight to accurately project cable tv reach and frequency, when the cable systems may not be able to provide ratings data for the county targeted. If I do receive estimated ratings from these systems, can I figure this the same as network buys are estimated, R X F = grps? I was also wondering if cable systems will typically "post" buys, as network stations do? Any insight you can provide in relation to estimating cable effectiveness would be appreciated. Thanks.

 

The Media Guru Answers(Monday, November 12, 2001 ):
  • The arithmetic defintions of Reach, Frequency and GRP assures that R x F = GRP always "works." But this doesn't help you figure anything out until you have two of the three terms.
  • Your best assumption, lacking all other data is that R&F develops the same as CableNetwork
  • If there are no actual ratings available, there is no basis for a "post."

If you are limited to only those cable channels with local availability, reach will be limited. If your target is narrow and matches the profile of some of these channels, which you will buy, enough frequency can produce an effective schedule. Remeber, it may take 500 spots to accumulate 50 GRP, and reach will only be equal to some small portion of GRP.

 


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Sunday, November 11, 2001 #4875
is there any research or study about advertising on big outdoor led or plasma display? is it a good medium in your opinion? thank you

 

The Media Guru Answers(Monday, November 12, 2001 ):
Many times the impact of the traffic is more overstated than other out-of-home, because of ther clutter of the location, as in New York's Times Square. But, granting that, the vendor should be able to offer some relevant research.

 


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Saturday, November 10, 2001 #4874
I need pricing on internet advertising, where do I find it? -messenger

 

The Media Guru Answers(Monday, November 12, 2001 ):
Ad Resource has some year-old rates, The largest, most general sites' have probably dropped by at least half.

 


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Friday, November 09, 2001 #4873
What is the best way to go about getting rates and demo information for radio in Mexico City? Thank you as always!

 

The Media Guru Answers(Monday, November 12, 2001 ):
Start searching from the Mexico links of ZonaLatina

 


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Thursday, November 08, 2001 #4871
If we provide a basic demographic profile of our customer (age, gender, geography etc.), are there any services that can match that profile to a database of magazine demographics and present us with a list of magazines that best reach that audience?

 

The Media Guru Answers(Monday, November 12, 2001 ):
You should be able to do this analysis uding the crtoss-tab and ranker sytems of companies like Telmar

 


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Wednesday, November 07, 2001 #4870
How much does a 30 second radio or TV spot cost?

 

The Media Guru Answers(Wednesday, November 07, 2001 ):
Anywhere from $1.00 to $2,000,000.00 depending on where and when it airs.

 


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Tuesday, November 06, 2001 #4869
Hi Guru, Where can I find information regarding free lance media planners and buyers?

 

The Media Guru Answers(Wednesday, November 07, 2001 ):
Without knowing the type of information you need, the Guru suggests you start at our Ad Jobs area.

 


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Tuesday, November 06, 2001 #4868
ADBUZZ IS THE WEBSITE THAT I NORMALLY USE TO STUDY FOR MY INTO TO ADVERTISING CLASS. CURRENTLY IT IS UNDER CONSTRUCTION, CAN YOU GIVE ME AN ALTERNATE WEB SITE TO USE?

 

The Media Guru Answers(Tuesday, November 06, 2001 ):
The Guru finds AdBuzz to be operating normally. For alternates, try MarketingNorthAmerica.com

 


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Tuesday, November 06, 2001 #4867
In television channel parlance, what is 'O&O'?

 

The Media Guru Answers(Tuesday, November 06, 2001 ):
"Owned and operated," a reference to network affiliates actually owned by the network.

 


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Monday, November 05, 2001 #4865
Guru, what's the methodology for reach & frequency. I have two schedules, one gets an 77 reach/3.1 freq, the other 85 reach/4.2 freq. and a cume of 87 reach/5.6 freq. A client just asked why such a small increase from year to year.

 

The Media Guru Answers(Wednesday, November 07, 2001 ):
The Guru's answer is based on the assumption that you mean:

"In year 1, I ran a schedule which cumed 77 reach, with 3.1 average frequency (and presumably about 240 GRP), and

In year 2, I ran a schedule with a cume reach of 85, and an average frequency of 4.2 (about 360 total GRP), and

the cume across the two years reported as 87 reach / 5.6 average frequency (487 GRP). So why is this cume only 87 when I had 85 in year 2 alone, on top of the 77 in year 1?

.

  1. First, if the cume is the combination of the two schedules, there is an arithmetic error somewhere in the cume. The GRP (reach X frequency) of the cume must be the sum of the two individual schedules, which would be about 600 GRP.
  2. Reach grows more slowly as you near the potential. Why? When you reach 85% of the target, most of the people reached are among the 77% you reached previously. At it's simplest, based on pure probability, your 85% reach in year 2 means that year 2's schedule reaches 85% of the 77% already reached and 85% of the 23% not yet reached. This would add 20% to year 1's 77% for a cume of 97%. But the nature of media is that some people consume some media regularly and others not at all. So duplication in a given medium is more than pure probability. Thus reach is only 87% in cume.
  3. If you had used completely different media in each year the cume would more nearly apporach the 97% probability.
Reach methodology differs between media types.

 


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Monday, November 05, 2001 #4864
Guru, Have you seen any studies regarding television spot wearout? I've heard of various "rules of thumb", yet haven't seen any sort of research to back up the claims. No doubt that 'wearout' is a highly subjective topic.....just wondering whether anyone's taken a stab at identifying thresholds or a framework in which 'wearout' discussions should be held. Many thanks.

 

The Media Guru Answers(Monday, November 05, 2001 ):

 


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Monday, November 05, 2001 #4863
Our agency sell advertising and sponsorship for the Mille Miglia (www.millemiglia.com), one of the main international event for classic car amateurs: how can we effectively reach our focus target (affluent classic car amateur) in Usa? Thank you

 

The Media Guru Answers(Wednesday, November 07, 2001 ):
There are magazines aimed at this audience (see PubList) and there may be some ESPN programs worth using.

 


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Monday, November 05, 2001 #4862
What was advertising spending in the year 2000 by media type?

 

The Media Guru Answers(Monday, November 05, 2001 ):
Visit McCann

 


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Monday, November 05, 2001 #4861
My client is requesting a media cost idex in order to compare costs of advertising in one market vs. markets where our competition is. I was puling CPPs for each market. How do I create and index for them. For example: If New Orleans's CPP is $76 and Denvers is $282, and Baltimore is $214, the client wants me to use N.O. as 100 on the index and index the rest against it. How do I do this?

 

The Media Guru Answers(Monday, November 05, 2001 ):
The sensible way to do this is by comparing cpm, not cpp. To create an index divide each market's cpm by the cpm in New Orleans. Move the decimal 2 places to the right.

 


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Friday, November 02, 2001 #4860
Is there a logical way to evaluate the media value of sponsor logos that appear in advertising (i.e. an event sponsored by 4-6 brands, each with logo recognition - often squeezed in very small)? It's obviously not as effective as a stand alone ad, but is there any evidence of brand value?

 

The Media Guru Answers(Monday, November 05, 2001 ):
"Logically," the approach is to start with an estimate of the proportion versus the paid media. Does your logo occupy one 10% of a page? 5%? The value relationship is probably less than the percentage of the rteal estate, because there is no accompanying message.

 


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Thursday, November 01, 2001 #4859
I just learned that buymedia.com will no longer allow buyers to use their services. I understand that now it will have to be accessed through our software supplier. This was such a great tool. Do you know of any other on-line site similar to buymedia.com? This is terrible. You finally find something that truly saves time and then they jerk it away. Help!

 

The Media Guru Answers(Thursday, November 01, 2001 ):
Try our MediaQuote page.

 


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Thursday, November 01, 2001 #4857
how would i calculate US media spill into canada beyond paid circulation

 

The Media Guru Answers(Thursday, November 01, 2001 ):
"Spill" is not a calculation, it is a measurement. The various media measurement and auditing organizations may or may not publish audience in Canada for the U.S. media they cover. Visit Nielsen, Arbitron, MRI, etc.

 


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Wednesday, October 31, 2001 #4854
Dear Guru, I have an super affluent target and want to recommend the use of selective national TV vs. print and other media given my budget of $2MM. I know print will deliver a higher reach, but can a case be made for TV given the impactfulness of the medium?

 

The Media Guru Answers(Thursday, November 01, 2001 ):
There is no argument that TV is the most impactful of the media. But where is the trade off? For your target tv may so much less efficient that it can't deliver its impactful messages to enough people. The Guru would far prefer to reach 2 million target people with good impact than reach 100,000 with great impact and that may be the degree of difference you face. Try to quantify impact vs audience to really evaluate.

 


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Tuesday, October 30, 2001 #4853
Dear Guru, Could you tell me what would be the advantages and disadvantages of having the mediaspace bought centralised by one media group through out f.e. Europe. On the other hand, what would be the advantage / disadvantages of buying by a local center. Knowing that one media center could be good in one country but bad in an other. Kind regards

 

The Media Guru Answers(Thursday, November 01, 2001 ):
Those that do each have their justifications. Typically,
    centralization is presented as giving more clout, which may be growing in importance as media ownership and cross-media ownership consolidates.
  • Centralization also allows closer administration by top level management
  • Local buying is said to provide better relationships with local media and marketplace knowledge
The Guru believes either one can work if done properly. Local buying is more likley to be window-dressing than centralized buying. Clients of a centralized company may benefit from cost efficiencies of the buying process.

 


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Tuesday, October 30, 2001 #4852
What is the formula or methodology for calculating reach and frequency in print media?

 

The Media Guru Answers(Tuesday, October 30, 2001 ):
There are various formulas, such as beta bimodal, Metheringham, etc. The complexities call for computeres or a lot of time. Try Telmar or eTelmar.

 


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Tuesday, October 30, 2001 #4851
I am Manager of Product Marketing in a company that cares more about national ad volume trends than CPP. Particularly trends around number of Unique ISCIs being produced and trafficed. Do you have a recommendation for finding data around this? We usually look at ad spending forecasts. But, it is difficult to determine where increases or decreases are a result of volume changes as opposed to where they are a factor of changes in CPP. For example, in the current environment I've been predicting ad volume to hold flat or slightly increase (pre 9/11) due to the price decreases at the networks. Interpreting the decline in add dollars to be more a factor of price deflation than volume. Can you recommend some information resources to help?

 

The Media Guru Answers(Tuesday, October 30, 2001 ):
Assuming ISCI codes are indicative, try CMR (Competitive Media Reports) or VMS (Video Monitoring Services) for a count of different commericials in play.

 


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Monday, October 29, 2001 #4846
What are five ways that media planners might use this site in thier work??? And what would you say is the definition of share?

 

The Media Guru Answers(Tuesday, October 30, 2001 ):
  1. Find rates
  2. Find audiences
  3. Find media sellers and buyers
  4. Find a job
  5. Learn about multicultural markets
  6. Define terms

For definitions of terms, go to Media Terms or Go to the Guru Archives Search Engine. Use "share," etc, as your search term.

 


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Monday, October 29, 2001 #4845
Can you tell me where I might find info on the profile research of an average DVD buyer/consumer or CD buyer/consumer? My email: sgaspers@mediaspangroup.com

 

The Media Guru Answers(Tuesday, October 30, 2001 ):
Try MRI, Simmons and RIAA.

 


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Monday, October 29, 2001 #4844
I am doing a comparison study of two local weekly print vehicles in Cleveland and am looking for some assistance in reading The Media Audit reports that both have provided me - mainly cume rating vs. index. Let's take for example a comparison on the following target audience: Attended Past 12 Months - Rock/Pop Music Concert. The percent of the target audience as a factor of the whole audience is 23.7% or 376,300 people. Paper A reaches 154,900 (41.2% rating) while Paper B reaches 140,100 (37.2% rating). Therefore, Paper A has the larger rating or "total eyeballs" per say. However, when we switch gears and look at the Index, we see that Paper B has an index of 208 (49.4% composition) while Paper A only has an index of 168 (39.5% composition). We've been trying to talk this situation out all day to determine which number is more important in deciding who to go with -- since we can only choose one for next year's plans. can you help me to understand in plain english the difference between the 2?

 

The Media Guru Answers(Tuesday, October 30, 2001 ):
Composition is the portion of the readers of a publication who fit within your target.

Reach / rating is the portion of your target who are within the audience of the publication.

Compostition, therefore is an indicator of the degree of focus on your target while rating is popularity among your target.

Playboy or Maximum PC will have a very high audience composition who are Men 18-34, but People Weekly has more readers in that demographic group.

If two publications have more or less comparable content, as daily newspapers would prefer rating to composition, but cost efficient should also be considered. If overall reach is a goal, including both has merit.

 


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Monday, October 29, 2001 #4841
is there any documented information on media buying in third world countries, specifically Africa where penetration of traditional above the line media is low among the masses? Are there any norms or research done on this?

 

The Media Guru Answers(Tuesday, October 30, 2001 ):

 


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Monday, October 29, 2001 #4840
Just out of curiosity, what makes you the Media Guru?

 

The Media Guru Answers(Monday, October 29, 2001 ):
30+ years in all areas of media, leading to an ability to answer all these questions.

 


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Sunday, October 28, 2001 #4839
I'm the author of a new book on investing called "If It's Raining in Brazil, Buy Starbucks" Please suggest an advertising strategy to reach active traders and investors on the net

 

The Media Guru Answers(Sunday, October 28, 2001 ):
The Guru would advertsise on stock price or stock trading sites, like Morningstar or Nasdaq.

 


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Sunday, October 28, 2001 #4838
i'm an italian junior media buyer: what is exactly the "net net price"? Thank you

 

The Media Guru Answers(Sunday, October 28, 2001 ):
Colloquially, "net net" means bottom line after all discounts. In media, this generally means a fully negotiated price, less commissions and cash discount.

 


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Sunday, October 28, 2001 #4837
Can I place a small ad free in your news groups section? How or where do I go to do this?

 

The Media Guru Answers(Sunday, October 28, 2001 ):
We don't have a news groups section.

We charge for advertising. See the advertisng information page

 


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Saturday, October 27, 2001 #4835
What wins ad size or frequency? Are there any case studies or research available that proves either theory? Your assistance is greatly appreciated to help settle this debate.

 

The Media Guru Answers(Sunday, October 28, 2001 ):
What wins what?

The Guru finds that frequency will do better at generating awareness, recall or reach. Size may convey a different impression of "importance." Frequency is probably better for sales, but ad size may be better for image or to convey certain highly graphic ideas.

 


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Friday, October 26, 2001 #4834
Can you give me a neat, layman's, "Advertising For Dummies" explanation of Media Quintles and how they can help determine media usage in a market like Washington, DC?

 

The Media Guru Answers(Friday, October 26, 2001 ):
Click here to see the Guru's take on quintiles.

 


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Friday, October 26, 2001 #4833
Dear Guru, We are working with a client to launch a financial services product and our initial assignment was to develop a three month launch test plan. They have now asked us to develop the five year plan to better understand the longer term impact of marketing on their business. Is there a magic number to apply to the annualized launch plan to project out media spend over five years? Thanks in advance.

 

The Media Guru Answers(Friday, October 26, 2001 ):
No magic numbers here. The Guru would be conservative. Ask vendors in each media category type what they forsee. Why would you use a "launch" level plan to project 5 years?

 


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Thursday, October 25, 2001 #4832
I work on a heavy retail account where we are continually being asked to plot DMA maps with individual store locations- currently, we are xeroxing the maps, and manually putting on dots- there has to be a better and faster way- however, it would have to be a service that does not charge. Thank you Media Guru

 

The Media Guru Answers(Friday, October 26, 2001 ):
Not everything is available for free.If this is a "heavy account," it should be well worth investing a few hundred dollars in a mapping system like MapInfo if not a more full featured sytem like Geoscape. Otherwise, if your heavy account is investing heavy media dollars, you will find several media vendors willing to do such maps for you as a service.

 


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Thursday, October 25, 2001 #4831
Do you know who to contact for advertising on street-vendor umbrellas? Are there any national rep firms handling this type of outdoor media?

 

The Media Guru Answers(Thursday, October 25, 2001 ):
The Guru believes that these umbrellas are POP (point-of-purchase) materials provided by the vendors' suppliers. Visit P.O.P.A.I.

 


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Thursday, October 25, 2001 #4830
Guru, We work with several healthcare & medical product related clients. In planning for next year and allocating advertising/marketing budgets, we are seeking a documented source that details "general guidelines" on advertising/marketing budgets for healthcare facilities? We have first-hand knowledge indicating the 3-5% range from our particular health clients, but would prefer some documented info. Any insight you could provide would be appreciated. Thank you.

 

The Media Guru Answers(Thursday, October 25, 2001 ):
The trade media for the industry is likley to have discussed this. Or the industry associations may have data. Try Healthcare Industry and Management Systems Society

 


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Thursday, October 25, 2001 #4829
what are the different sizes avaialbe for banner advertising

 

The Media Guru Answers(Thursday, October 25, 2001 ):

 


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Thursday, October 25, 2001 #4828
hi guru, can u tell me a difference between reach & impression?

 

The Media Guru Answers(Thursday, October 25, 2001 ):
Every time a person is exposed to an advertisement, an impression is created. One person exposed twice = 2 impressions. Two people each exposed once = 2 impressions. Reach is the number of different persons exposed to advertising. Reach is often expressed as a percentage of the target population.

 


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Wednesday, October 24, 2001 #4827
I have a few questions regarding advertising to children between the ages of 9 and 12. I am a Xavier University student working on a project for my Media Planning class and would really appreciate it if you could answer any of the following questions or if not, please direct me to someone who can. 1) What options are available for advertising to children between the ages of 9 and 12? I'm looking for creative ideas as well as anything that may be considered standard. 2) How do these options work and who do they reach? Are there any internet sites that may be helpful in locating this information? 3) What are the strengths and weaknesses of these options? Are any better than others at reaching this specific target? What would you recommend as far as frequency is concerned? 4) Hold are these options sold? Monthly, weekly, daily, etc.? On a spot by spot basis? Where could I get quotes for these to include in my presentation? 5) How much do they cost? 6) How are these mediums measured? Who provides measurement? For example, Arbitron measures radio in average quarter hour ratings. Do you know where I can go to find statistics on these? How many people are reached over what time span etc.? 7) Lastly, who should use these mediums? Is it better for one industry/company than another? Why? If it is easier to respond to me directly to my e-mail account please do. I would really appreciate this. leakey22@hotmail.com Thank you VERY much.

 

The Media Guru Answers(Thursday, October 25, 2001 ):
The Guru thanks you for the opportunity to do your class project.
  1. There are numerous TV shows on the broadcast networks, as well as Nickelodeon and other cable networks. There are publications from Scholastic Magazines and Radio Disney and many more
  2. These work pretty much as do comparable media for other ages. Visit the sites.
  3. Strengths and weaknesses generally parallel the same media for all ages. See the Guru's media strengths page. Broadcast tv will have the greatest reach, others may be more targeted or efficient. The Guru imagines frequency will be more important for this age group.
  4. Timing and pricing varies, visit the sites. Request kits. You may have to talk to vendors for realistic pricing. You will encounter varying willingness to help a student.
  5. See #4
  6. Nielsen measures the tv options. Print and radio are not measured by the standard sources such as MRI and Arbitron, except on rare occasion. The vendors will have some proprietary studies, possibly online.
  7. Who should use them depends on the marketing strategy. No doubt figuring this out is the point of your learning.

 


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Wednesday, October 24, 2001 #4826
I know there's a study out there on the effect of frequency on click-throughs. I even found reference to a study in an answer you, the great Guru, provided in January 2000. However, the textlink to Doubleclick you provided on that answer no longer works, and after hours of searching online (doubleclick, iab, clickz, etc.) I have been unable to locate any official studies. Can you point me in the right direction of a current study? Thanks Guru!!

 

The Media Guru Answers(Thursday, October 25, 2001 ):
If the sources you've tried don't have anything, try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, October 24, 2001 #4825
Has cable penetration stayed steady or even decreased since consumers have the option of satellite? Or does this truly vary widely by market?

 

The Media Guru Answers(Wednesday, October 24, 2001 ):
There may have been a small decrease in penetration as a percent though not in numbers. Satellite is growing but still relatively small. Cable's growth recently lagged population growth.

 


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Wednesday, October 24, 2001 #4824
When analysts predict +5% in increased ad spending for spot tv for 2002, can you equate this to +5% increase in CPP as a rule of thumb? Conversely, if it is predicted a 5% decrease in spending, can you plan for a 5% cpp deflation? Have you seen any updated ad spending forecasts after the Sep 11 tragedy? Thank you for your help!!

 

The Media Guru Answers(Wednesday, October 24, 2001 ):
Volume and cpp change do not correlate directly. For example, anticipated drops in cpp might be the driver in a prediction for increased volume. The trades have been full of lowered forecasts.

 


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Wednesday, October 24, 2001 #4823
We are a new online business devoted to selling information about hockey. We would like to request information on how to affectively advertise our information and create an affective website. How can we make our information easily accesible to the public as well as appealing? We want as many people as possible to learn about us and what we have to offer so we want to learn what the most effective and inexpensive way of online advertisement is. We trust that we will receive answers to our inquiries soon and we thank you for your time. Sincerely, HOW2HOCKEY.COM

 

The Media Guru Answers(Wednesday, October 24, 2001 ):

 


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Wednesday, October 24, 2001 #4820
What are the "guerilla" type of media vehicles available in the Hispanic market or General market?

 

The Media Guru Answers(Wednesday, October 24, 2001 ):
"Guerilla" is an adjective usually applied to marketing techniques which use approaches other than mass media. Painting logos on big rocks or train trestles, are examples equally applicable to the Hispanic or General Markets. "Wildposting," those small posters seen on construction sites, advertising night club appearances or a carnival, are perhaps more familiar examples. One thing all these have in common is being slightly or very illegal.

 


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Wednesday, October 24, 2001 #4819
I know you have addressed this question many times, but I could not find an answer to help me in your archives. How can I determine reach & frequency for my television buy without buying software? I do not know reach or frequency, only total TRP's. Please help.

 

The Media Guru Answers(Wednesday, October 24, 2001 ):
Reach and frequency is a complex calculation. Without software, only tables of results based on averaging actula caluculation will be helpful. Complexities of dayparts, demographics, and timing can mean a 2:1 range in results for the same GRP. If the media vendors can't help you, eTelmar is a low-cost, pay-per-use alternative.

 


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Wednesday, October 24, 2001 #4818
Have you ever heard the term "social capital" used in relation to advertising or marketing objectives? I have a client that uses this term often, and although he uses it in a branding context, I want to make sure I'm not missing out on a new, or not so new, concept or theory. Thanks!

 

The Media Guru Answers(Wednesday, October 24, 2001 ):
According to Civic Practices Network:
"Social capital refers to those stocks of social trust,in norms and networks that people can draw upon to solve common problems. Networks of civic engagement, such as neighborhood associations, sports clubs, and cooperatives, are an essential form of social capital, and the denser these networks, the more likely that members of a community will cooperate for mutual benefit."

This sociological concept may apply well to public relations or corporate imaging, particularly if it is important to the advertiser to appear public spirited. Oil companies, hospitals and political parties / candidates may find this reference appropriate. Or it may merely be a pretentious way of phrasing image goals in the case of consumer products.

 


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Wednesday, October 24, 2001 #4817
How would one determine, by Cable Network, the benefits of using "National" vs. "Local" spot cost when buying DRTV?

 

The Media Guru Answers(Wednesday, October 24, 2001 ):
This question isn't clear. If you literally mean local vs national cost for the same thing, choose the lower one. If you mean local vs national advertsing coverage in DR, test and see.

 


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Wednesday, October 24, 2001 #4816
Where can I find standard advertising forms for a small ad agency to use? For example...contracts, estimates, terms etc. I'm looking for free stuff!

 

The Media Guru Answers(Wednesday, October 24, 2001 ):
American Association of Advertising Agencies or other ad agency associations can supply these. Membership is generally required.

 


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Wednesday, October 24, 2001 #4815
I just started free-lance media buying, Is their a software program I can buy to compute reach and frequency, CPP etc, without purchasing Arbitron or Nielsen? I would submit my own numbers for each program. Thank you.

 

The Media Guru Answers(Wednesday, October 24, 2001 ):
Try our own Telmar or eTelmar.

 


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Tuesday, October 23, 2001 #4813
Dear Guru, Are there any research companies willing to pretest effective frequency by acctually showing my specific TV commercial to a test audience?

 

The Media Guru Answers(Tuesday, October 23, 2001 ):
If you mean at no charge, probably not. The Guru is not clear on what test scenario for multiple exposure you are envisioning. To be a realistic test, the multiple exposure would have to take place over time and sales or A&U studies conducted over this period of time. There are many firms which might do this for you, and it will probably be quite expensive. A "panel" type company such as A C Nielsen or IRI Behaviorscan might be good starting points.

 


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Tuesday, October 23, 2001 #4812
starch inra hooper results for gentlemen's quarterly june 2000

 

The Media Guru Answers(Tuesday, October 23, 2001 ):
Visit Starch

 


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Monday, October 22, 2001 #4811
I am writing to you to express my interest in finding information on how to run my business in the most effective manner. What is my business ? you might ask, well myself and the rest of the group have created a corporation that distributes medical information all across Canada. Let me break it down for you, lets say someone needs to find a doctor or a dentist in their specific living area, they can go on our website, type in their home address (street name, postal code etc) and the ciy or town that they live in. Our people process this information and provide a list that suggests multiple practicioners in that area. Now what we need to know is what are the flaws in this idea ?, where are the holes in our company ? are we missing a valuable bit of information that is going to hold us back ? Baiscally we are just trying to provide free information for people in a fast and effective manner. Any tips or suggestions would be greatly appreciated Thank you very much Sincerely, Hudson Sullivan

 

The Media Guru Answers(Monday, October 22, 2001 ):
Where does media come into this? What media-related element do you want the Guru to evaluate?

 


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Monday, October 22, 2001 #4810
Hello, I am an entreprenuer, and I have begun a business that basically provides online information about cellular phones, theirervices, and any other aspect of cell phones. My company, provides customers with memberships to information, and a mailing list updating clients on new info. Please respond and tell me if you think this company will work, and where you think it can be improved. thank you for your time, sincerely, Paul Hong

 

The Media Guru Answers(Monday, October 22, 2001 ):
The Guru doesn't see where you plan to make money on this nor how this idea relates to media.

 


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Friday, October 19, 2001 #4809
Dear Guru, We are searching for expected direct mail response rates, along with a validated research source of this information. Realizing that there are many variables with a particular direct mailing, do you have any recent "general guideline" statistics that reference 1)an expected standard response rate for a mailing to current long-term customers, and 2)a "mass" (slightly larger quantity) mailing to potential customers? We have checked with the DMA, which only provides this research to non-members at a relatively high expense. We have also checked the guru archives, and not found the exact answers to this question. Thank you.

 

The Media Guru Answers(Friday, October 19, 2001 ):
For this type of question, the Guru always refers to Direct Marketing Association (DMA) or The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Both are for members or fee.

A DM house sucas ADVO or Madison might have something.

 


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Friday, October 19, 2001 #4808
Is there any resource that tracks newspaper circulations for two years or more?

 

The Media Guru Answers(Friday, October 19, 2001 ):

 


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Friday, October 19, 2001 #4807
Hi Guru could you please tell me the correct method of calculating CPM for consumer magazines - how would one account for the pass along readers ?

 

The Media Guru Answers(Friday, October 19, 2001 ):
If you have audience measured by one of the standard syndicated services, such as MRI, Simmons or The Mendelsohn Media Research Affluent Study, that audience number includes pass-along. Most leading consumer magazines can provide this number. Others should have some sort of research on their pass-along. See AMIC's Ad Data area.

 


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Friday, October 19, 2001 #4806
Can you tell me where I can find information on radio networks in general (not a specific network)?

 

The Media Guru Answers(Friday, October 19, 2001 ):
If you are quite explicit in your request, any of the major networks, like ABC or WestwoodOne should be able to provide an overview.

 


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Friday, October 19, 2001 #4805
why do consumer magazines go through a cyclical trend and what are your thoughts about consumer amgazines roles in the changing media landscape

 

The Media Guru Answers(Friday, October 19, 2001 ):
Everything has cylical trends, variations may depend on the economy, the state of the world, trends in consumer interests, like computers, health, world affairs, etc.

If the strength of magazines in general seems to be declining, there are always hotter categories and new categories.

 


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Friday, October 19, 2001 #4804
I wanted to know the return on investment for print advertising - specifically consumer magazines

 

The Media Guru Answers(Friday, October 19, 2001 ):
There is no simple, sensible answer. It will vary according to magazine category, ad unit, product category, marketing goals (e.g. image vs direct response) etc.

But if you were absolutely specific, and asked "what is the R.O.I. of page, 4 color direct response ads for do-it-yourself books in news weeklies" only an advertiser with that specific experience would have an answer for you, and would probably consider it proprietary info.

 


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Friday, October 19, 2001 #4803
Who sells LNA data

 

The Media Guru Answers(Friday, October 19, 2001 ):

 


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Wednesday, October 17, 2001 #4801
I need to prepare a "Media 101" on the media landscape in several Latin America countries. Who can I contact for information on this subject?

 

The Media Guru Answers(Thursday, October 18, 2001 ):
Zona Latina is a good starting point.

 


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Wednesday, October 17, 2001 #4800
what is the law regarding political advertising rates for local spot cable tv. i've heard: 1. lowest published rate on the rate card 2.lowest prevailing rate ie rate offered to other advertisers during that period of time.

 

The Media Guru Answers(Thursday, October 18, 2001 ):
In broadcast, it's the lowest rate sold in the past year. Cable may have different regulations than broadcast. Contact a single rep or vendor whom you might deal with and request a citation of the relvant law.

 


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Tuesday, October 16, 2001 #4799
Media Guru: I am looking for information regarding the average CPM for direct e-mail compared to direct mail. Thanks.

 

The Media Guru Answers(Tuesday, October 16, 2001 ):
The Guru does not in any way support commercial bulk email. SPAM is repugnant and despite any claims to the contrary, so-called "permission-based email" appears to be bogus. The costs of direct email are either the physical transmission, which is negligible or the cost of the list. The Guru believes purchased lists mean SPAM. Direct email should be limited to your own customer or request lists, hence no cost will be involved.

 


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Tuesday, October 16, 2001 #4798
Could you please give me all examples of TV flights pattern: GRP min/max levels, guerilla tactics, else ?

 

The Media Guru Answers(Tuesday, October 16, 2001 ):
Flight patterens can be any imaginable combination of active and inactive weeks from 1 on / 12 of to 12 on / 1 off. Anything more extreme shouldn't be considered flighting. The on/off patterens do not have to be equal or consistent.

Some think GRPs should be at least suffieceint to reach 30% of target weekly in a continuity plan. There is no real upper end except the "point of diminishing returns" where adding reach is prohibitively expensive or no longer possible. Even then, some would add weight just for frequency in promotions.

Guerilla tactics are marketing, not media issues.

 


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Monday, October 15, 2001 #4796
Is there any information on audience conversion rates from televison to Internet through advertising or programming methods

 

The Media Guru Answers(Tuesday, October 16, 2001 ):

 


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Saturday, October 13, 2001 #4791
I have been trying to find a clear, easy-to-understand way of explaining to account services why Nielsen isn't an absolute, exact science, but see it for the base measurement tool that it is. Any way you could sum it up for me? I have pointed out many of the flaws and error measurements to the methodology but they can't seem to grasp why it isn't black and white.

 

The Media Guru Answers(Saturday, October 13, 2001 ):
One would devoutly hope that an account professional would have some experience with survey research, like attitude and usage studies, but then again, many of them believe you can project porduct usage from a couple of focus groups of ten people.

Nielsen is like any other research based on sampling, it is subject to sampling error. Projecting behavior of an entire population based on a large sample is a well established scientific procedure, and Nilesen has a good overview on their site. The short answer is, when well conducted research is based on a random sample, results are at best within a certain +/- range. When you hear that a national political poll regarding two candidates is '+/- 3 points' that really means that a 50% projection is between 47 and 53% at a certain confidence level like 95%. Or, that id the poll was redone the same way 100 times, 95 times the results for that question would be from 47 to 50%. But 50% has the largest possible sample portion behind it ( if the answer was 75%, it also means that 25% said the opposite and both must be equally reliable.

TV ratings are more often numbers like 2% or 7% because there are so many viewing choices and non-viewer as well. With the same sample as the political poll above, the 2% answer (or rating) is subject to much less absolute error than the 50% answer, perhaps 0.4 points rather than 3 points, But as a relative error that is very big, 20% of the audeince reported. Over time, if a show' real rating is 2.0 and rthe aduience doesn't change, there will be some weeks that get a 2.4 rating and others with a 1.6. They'll average out to the 2.0, but depending on how you read Nielsen, you need to account for that. If you by a weekly program expecting the 2.0, and happen to be in a 1.6 week, you hope (realistically) that some other program you bought has an 'up' week. Over a whole quarterly schedule, with a lot of announcements, if the GRPs are far from expectation, look elsewhere than Nielsen for blame.

 


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Saturday, October 13, 2001 #4790
Is there one clear, absolute way to go about projecting CPP (television) for an upcoming year? What methods do you find to be most accurate?

 

The Media Guru Answers(Monday, October 15, 2001 ):
No one clear method. If there were, certain people wouldn'rt be 'pulling down the big bucks.'

There are two unrelated processes here: predicting ratings and predicting costs per announcement. Both can dcepend on changes in the national state of mind as well as external economic factors and highly unpredictable viewing preference changes.

The core of ratings prediction is an assumption that overall viewing levels are stable, and allowing for seasonal changes. Predictign share is more of a crap-shoot, starting from the latest results and making increasingly complex judgnemts about the appeal of future programming.

 


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Saturday, October 13, 2001 #4789
How do you convert household ratings into demo ratings?

 

The Media Guru Answers(Monday, October 15, 2001 ):
here are two approaches to this process, one based on having all the data needed (which the Guru expects you do not) and the other based on having only some past data.

Certainly with overnights, you will only have HH as current data.

When there is full data, the process involves comparing the program viewers per viewing household (vpvh) in the demographic category to the demographic population per household (pph). This yields a conversion factor whioch mya be multipied against the HH rating to get demo rating. Using hypothetical data, if:

  • HH rating = 8.0, and
  • 18-49 vpvh = 0.49, and
  • pph = 0.72, then:
  • 0.49 ÷ 0.72 = 0.68 conversion factor and
  • 0.68 x 8.0 HH Rtg = 5.4 18-49 Rtg

If you have past history of HH and 18-49 ratings for the program, then you may create an index of demo rating to HH rating and use that to convert. If you are looking at market overnights and have nantional HH and demo numbers, again create an index.

If you have absolutely nothing but HH overnight numbers, there is no simple rule of thumb. Each kind of program converts differently.

 


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Friday, October 12, 2001 #4788
Does it pay to advertise on the Internet?

 

The Media Guru Answers(Monday, October 15, 2001 ):
It does for some. Simple click though to simple purchases can work. Less direct, less measurable awareness build might not be proven to pay.

 


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Friday, October 12, 2001 #4787
I was reading through MediaWeek.com and saw a note saying "due to no barter in the mix, there are no current national ratings for X syndicated show". What does this mean?

 

The Media Guru Answers(Monday, October 15, 2001 ):
Without seeing the specific article, the Guru offers the following:

There are two principal syndication scenarios.

  • Barter Syndication, in which the syndicator sells some 'national advertising' spots to be carried in the program wherever it clears. The the syndicator offers the program to local station with these spots built in and some other advertising time reservered for the station to sell locally.

    Because there has been national advertising sales in this process, the syndicator will arrange that there is national ratings measurement by Nielsen.

  • In the second scenario, the program is simply sold to staions with no natioanl advertising, for the stations to sell locally only. National ratings are not needed in this process, and not relevant in advertising terms.

 


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Friday, October 12, 2001 #4786
Whats the best answer to give a prospective client when they ask you "Why should we use an ad agency for our media, when we can do it ourselves in-house" I know the basic answer, what else can I convey

 

The Media Guru Answers(Monday, October 15, 2001 ):
The difference should be in skill and knowledge.
  • Better price negotiations based on
    *Better marketplace knowledge through regular activity and
    *More buying experience
  • Better ability to find and select the best vehicles

 


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Friday, October 12, 2001 #4785
What is the difference between 100 GRPs in Canada and 100 TRPs in US? I've heard that it is harder to reach Canadains than it is Americans through television, is that true? If so, why?

 

The Media Guru Answers(Monday, October 15, 2001 ):
100 GRPs means a quantity of impressions equal to the size of the population. So in Canada, 100 GRPs represents about 11% as many impressions as in the US, since Canada has 11% as big a population.

'Harder to reach' might mean many different things. Perhaps the major programs in Canada have lower ratings than in the US, or there are more different program choices. Or cume patterns are lower for whatever reason. Or cost per point is greater due to less economy of scale.

 


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Friday, October 12, 2001 #4783
I used the archives to look up a question concerning the use of celebrity endorsements. Both of the responses in the archives referred to the Advertising Research Foundation. I called the number, and was told that information is only available to paid members. You should note this when you refer people to that organization.

 

The Media Guru Answers(Friday, October 12, 2001 ):
The Guru does not purport to provide, primarily, links to free data. Most of the sources cited, Nielsen, Arbitron, MRI, Direct Marketing Association (DMA), , CMR (Competitive Media Reports) etc., have membership fees, subscription fees, or data charges.

The user must decide whether the need justifies the cost.

It doesn't cost any more than a phone call or email to learn there is a charge.

Personally, the Guru feels that ARF membership is justified by access to the library alone.

 


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Thursday, October 11, 2001 #4782
can you show me some of the formulas developed to measure cost per thousand, and other media planning formulas?

 

The Media Guru Answers(Monday, October 15, 2001 ):

 


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Thursday, October 11, 2001 #4781
Dear Guru, In testing DM/OTM only versus the impact of mass media with a call-to-action on the response to DM/OTM, have you ever seen an instance in which the introduction of mass media actually depressed the response to the DM/OTM due to the introduction of other response options? Thanks in advance for your help.

 

The Media Guru Answers(Monday, October 15, 2001 ):
It seems possible. Try Direct Marketing Association (DMA) and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, October 11, 2001 #4780
I am gathering information on direct mail, more specifically, its current status and forecasts for its future as an advertising technique. Any information you have or could direct me to would be appreciated. Thanks!

 

The Media Guru Answers(Monday, October 15, 2001 ):

 


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Thursday, October 11, 2001 #4779
I need to find information about costs in Spot-tv advertising. I foun all kind of rates and expenditures, but I would like to know how much would it cost me, to place an ad on spot tv. Need information for different geographic areas.

 

The Media Guru Answers(Monday, October 15, 2001 ):
We offer sample spot costs per point for all 200+ market areas in AMIC's Ad Data area.

 


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Thursday, October 11, 2001 #4776
Dear Media Guru, You have been so incredibly helpful in the past, I hope to have the same luck this time. Can you give me some background information about the Direct-to-Consumer (DTC) marketplace in the U.S.? For example, the size and growth of the market over the last three years, media used, and effectiveness of the advertising. Also, do you know of a source to find case studies for DTC advertising -- this would be helpful as well. Thanks in advance for any help you could give -- I know this is quite a broad question!

 

The Media Guru Answers(Monday, October 15, 2001 ):
The Guru presumes you mean the prescription pharmaceutical 'DTC.' When the category was born about 15 years ago an association was formed, but the Guru doesn't find it reeadinly now.

Find Articles.com has some archives in this area.

 


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Thursday, October 11, 2001 #4775
reality tv

 

The Media Guru Answers(Thursday, October 11, 2001 ):
Said to be on the way out. Wait and see for this week's "Survivor."

 


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Wednesday, October 10, 2001 #4774
I'm a graduate student in integrated marketing communication. One of my professors asked me to write a white paper on business publications -- their history of development, pros and cons in using business publications in advertising, and what's the strategy in buying business publications. Can you tell me how to find materials in this field? Thanks so much in advance for your help. Suzie

 

The Media Guru Answers(Monday, October 15, 2001 ):
A good resource is Cahners Business Information

 


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Wednesday, October 10, 2001 #4773
Guru, do you know approximately what percent of all measured media ad $ are being handled by Buying Services? Also how has this amount been trending over the past couple of years?

 

The Media Guru Answers(Monday, October 15, 2001 ):
Some analysis of CMR (Competitive Media Reports) data should answer this.

 


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Wednesday, October 10, 2001 #4772
I am going to the planning process for a new b2b client at our agency. The client has a very specific audience it is looking to reach, thus buying by the numbers is becoming less of an option than cherry picking programs and flight dates based on the small and very high brow target. Any suggestions on how to request rates without buying on GRP's or CPP? I don't want to get taken on the rates as a result of our obvious interest in very specific programming only. Additionally how do I then prove the buy later since it was bought on a qualitative basis?

 

The Media Guru Answers(Saturday, October 13, 2001 ):
  • At some point, you preumably are using some sort of numbers to evaluate the presence of your target in program audiences to support your cherry-picking
  • Rates are usually quoted as cost per spot for programs whne you are buying programs, so you can apply whatever numbers you have to compare these programs
  • If your audience is so small and rare in broadcast, perhaps you shouldn't be using broadcast in preference to more selective media
  • Or, if there are a specific network or two which focuses on your target, they may well be prepared to cater to someone buying this target

 


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Wednesday, October 10, 2001 #4771
How can I pursue clients in need of a print advertising company? How do I find companies/clients in need of print advertising?

 

The Media Guru Answers(Saturday, October 13, 2001 ):
The Guru is not clear about your question. By "print advertising company" do you mean a media buying firm specializing in print or a creative shop that does print ads or a publisher of some sort?

In any of these cases, the best approach would be to observe what companies are currently using print advertising.

 


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Wednesday, October 10, 2001 #4770
what are the key roles of a media buyer?

 

The Media Guru Answers(Saturday, October 13, 2001 ):

 


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Tuesday, October 09, 2001 #4769
Dear Guru, where can I find some general information about catalogs as a medium? I need information about current trends, price, strengths and weaknesses, etc. all that in relation to catalogs. Thanks.

 

The Media Guru Answers(Saturday, October 13, 2001 ):
Catalogs are "collateral material" or perhaps direct mail pieces and do not fit into "advertising media."

Price would be production costs.

 


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Tuesday, October 09, 2001 #4768
I am looking for informations about effectiveness of adverting on trolleys in supermarkets. Do you know of a research regarding that? Thank you

 

The Media Guru Answers(Tuesday, October 09, 2001 ):
Ask the vendor and check The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Tuesday, October 09, 2001 #4767
Are there any studies on the effectiveness or radio as well as radio ad recall vs. television. All studies seem to favor television. Is this a correct statement.. Can you please share you thoughts?

 

The Media Guru Answers(Tuesday, October 09, 2001 ):
The trouble with such studies, when done from a certain angle is they compare and ad to an ad. It should be apparent that an ad with 'sight sound and motion' would outperform an ad with only sound. However, in the real worls, a radio campaing for X dollars includes more units than a TV campaign for the same budget, all else being equal. The comparison needs to be equal dollars in each medium, and radio can win in such as scenario.

For research, try The Radio Advertising Bureau (RAB) and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Tuesday, October 09, 2001 #4766
Can you provide a guide for calculating the optimal number of advertisements to place per annum using radio, TV, an Newspaper Printing?

 

The Media Guru Answers(Wednesday, October 10, 2001 ):
There is no basis for such a rule of thumb. Pay more attention to impressions, reach / frequency, etc

 


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Tuesday, October 09, 2001 #4765
Dear Guru, As per your knowledge, is there any proved correlation between the share of voice and the share of market for a FMCG or/or durable goods ?

 

The Media Guru Answers(Wednesday, October 10, 2001 ):
Directionality seems well accepted.

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

 


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Tuesday, October 09, 2001 #4764
Dear Guru, what is "egg advertising" and what is "guerilla marketing"

 

The Media Guru Answers(Tuesday, October 09, 2001 ):
Egg advertsing is ads on eggs. Guerilla marketing is use of various non-traditional means of communication, and not truly a media issue.

 


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Tuesday, October 09, 2001 #4763
What's your opinion on Recency planning (Low weekly GRP levels) in a market with no People Meter data only diary data (1 week survey twice a year). Having in mind that Diary data usually overestimates TV ratings. Are 80 to 100 Weekly TV GRP to low in Diary data market?

 

The Media Guru Answers(Tuesday, October 09, 2001 ):
Recency is about maintaining minimal continuous reach levels, not 'low GRP levels'. 30 is about right for weekly reach. If you have a reach model keyed to diary measurement, that's your guide.

 


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Monday, October 08, 2001 #4762
Hey there, Guru. I've heard about magazines that have been wrapped with an ad and are mailed directly to people not on the subscriber list. I'm not sure if the advertiser provides the mag with the direct mail list or if the pub provides a list. I'm not even sure who provides this service. Red Herring is supposed to have done something like this or at least been one of the pubs mailed with an ad wrapped around it. Do you know anything about this service or can you suggest anyone that I could contact? I've already tried the folks at Red Herring and haven't received a call back yet. Thanks!

 

The Media Guru Answers(Monday, October 08, 2001 ):
This would be arranged through the specific magazine.

 


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Monday, October 08, 2001 #4761
I am doing a white paper on unconventional/untraditional media. Do you have a good definition of what unconventional/untraditional media is? I have done a lot of research, unfortunately there is not a lot on this subject.

 

The Media Guru Answers(Monday, October 08, 2001 ):
It is difficult to give a concise definition of something which is best described by what it is not.

Untraditional media is not TV, radio, magazine, newspaper, or outdoor. Anything else which conveys an ad message to a mass audience might qualify. Interactive is just about crossing over into "traditional" territory these days. The untraditonal group includes placemats, postcards, toilet stalls, etc.

 


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Sunday, October 07, 2001 #4760
Where can I find information about product placement? I especially need to know how to measure the effectiveness of product placement.

 

The Media Guru Answers(Monday, October 08, 2001 ):

 


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Friday, October 05, 2001 #4759
Dear Guru: I've been asked to develop a POV on including Spanish-Language TV stations in future DRTV efforts for a particular client. Unfortunately, I'm unsure where to locate information or research that would allow me to make an educated recommendation. I've tried speaking with reps from Spanish TV networks, but they are trying to sell me things instead of answering my basic questions. Can you point me toward any resource that might include information on this topic? Thanks!

 

The Media Guru Answers(Tuesday, October 09, 2001 ):
DR information is limited everywhere. Sellers don't necessarily know what thr response genrated by their DR advertisers has been. But they can tell you their rules for DR and what lenghts and schedules are commonly purchased. Both Univison and Telemundo networks can help. It is the Guru's impression that reponse is particulary good in Spanish TV. You may find that your local Spanish stations have DR specialists very willing to help. Contact AMIC's multicultural specialist at Abbott Wool's Market Segment Resources directly for some specific advice.

 


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Friday, October 05, 2001 #4758
Hi Guru - Can you give me some information on RADAR and tell me what Radio Ad Effectiveness Lab (RAEL) is about. Thank you

 

The Media Guru Answers(Monday, October 08, 2001 ):
Click here to see past Guru responses about RADAR.

RAEL sounds like one of those forced exposure tests, where respondents in an artificial listening situation ar asked later about radio commericals "heard" while waiting.

 


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Friday, October 05, 2001 #4757
I am looking for a few pros' and con's of trading services for air time, both tv and radio,where can I find this info?

 

The Media Guru Answers(Monday, October 08, 2001 ):
It's a simple financial analysis. First you must know what the airtime would cost you in cash. Then if you can get airtime in exchange goods that cost you less than this cash value you're ahead.

Barter deals usually do not stand up to this analysis.

 


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Friday, October 05, 2001 #4756
my client (a bicycle manufacturer) wants to change their regular campaign of brochures and :25 radio commercials to brochures and :5 radio commercials, involving just the jingle. their goal is to increase awareness. their current awareness level is 40%. we would like to advise them to stick with the longer commercials, as we believe you need to inform the consumer to build brand awareness, image, purchase intent etc. the jingle alone, we think, will only produce short term effects. do you know of any research that supports this? thank you!

 

The Media Guru Answers(Friday, October 05, 2001 ):
The Guru agrees with you overall and presumes you are now running :25s with a :05 dealer tag. Also that you mean to swaitch to putting a :05 tag on a dealer commercial you are buying on behalf of the dealers. Surely no one will sell you stand alone :05s. It seems wasteful and lacking in brand sell to do this :05 thing.

Try The Radio Advertising Bureau (RAB) for research.

 


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Thursday, October 04, 2001 #4755
industry wide -- what percentage of a media budget is going towards online? do you know the percentage in the travel industry?

 

The Media Guru Answers(Monday, October 08, 2001 ):
Probably less than 1%. Check CMR (Competitive Media Reports)

 


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Wednesday, October 03, 2001 #4754
Is there an "equivalancy" formula comparing the effectiveness of one newspaper and and a television commercial that appears "x" times for equal recall?

 

The Media Guru Answers(Monday, October 08, 2001 ):
No standard formula. Once you set your units, you mught compare awareness or other measures. The right comparison should allow common budgets, not compare unit to unit.

 


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Wednesday, October 03, 2001 #4752
What source books (like SRDS) are there for estimating media costs in Auustralia?

 

The Media Guru Answers(Monday, October 08, 2001 ):

 


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Wednesday, October 03, 2001 #4751
How do we become Media Guru?

 

The Media Guru Answers(Monday, October 08, 2001 ):
Work and learn for 30+ years or read this page every week.

 


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Wednesday, October 03, 2001 #4750
Hi Guru, Can you detail for the process of converting NTI's to project local ratings?

 

The Media Guru Answers(Monday, October 08, 2001 ):
There is no real "conversion" process. If you assume that a program's local rating will parallel its national rating, the adjustment to local will depend on having seen local ratings. If you have local ratings, why do you need to convert ratings?

 


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Wednesday, October 03, 2001 #4749
where can I go to look up how to put together a sponsorship package for a large event? Budget target is $2.5 million. Thank you.

 

The Media Guru Answers(Wednesday, October 03, 2001 ):
Look at packages for other comparable events.

 


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Tuesday, October 02, 2001 #4748
guru, what does this position mean: TOC 1 and TOC 2? Also, what does A size mean and all the other sizes? Can you give me a resource or if you can tell me how to find more information on print positions and placements and sizes and such. Thanks,

 

The Media Guru Answers(Wednesday, October 03, 2001 ):
The Guru takes these positions to be "Table of Contents 1" and "Table of Contents 2." This means ads placed opposite the first or second page of the magazines table of contents. "A" size is not a familiar term in US magazines. In Europe, there is "A" size writing paper.

 


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Tuesday, October 02, 2001 #4747
Guru - I am trying to do some research on direct response TV for a new client. We are a small agency with limited resources. Do you know of any good articles or books that would explain the best way to plan for and/or purchase DRTV. Also I am looking for information on how determine cost per response on a first time advertiser and why might it be more likely to receive more response in a late fringe program vs. prime programming? Your advice is much appreciated.

 

The Media Guru Answers(Tuesday, October 02, 2001 ):

 


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Monday, October 01, 2001 #4745
Dear Guru, I am a student in Media and was asked to cost out radio stations. I have come across one that does not specify it's day rotations (how many days of the week the classification accounts for). I cannot call the sales rep so I am wondering if I would just assume that the classification was based on a 7 day rotation? Thanks Advertising Student

 

The Media Guru Answers(Tuesday, October 02, 2001 ):
Without knowing the context in which you found the rate, the Guru has no opinion. Some stations more often quote M-F and others M-Su. Call the rep. That's the real world solution.

 


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Monday, October 01, 2001 #4744
My boss and I are at odds regarding strategy and print selection. ( I am an AMD, she is a group director) It is making work very difficult. We come from very very different backgrounds and schools of thought. I firmly believe in my strategy (and have research to support it) and think it is the best thing for the brand. I believe in using optimizers and advanced technology to support the recommendation. She likes to go by gut. However, this isn't limited to just an isolated incident regarding print strategy. She is constantly undermining me to the junior level people in the group, and at this point they do not want to do the work I give them unless she agrees first. Can you give me some guidance? Thanks.

 

The Media Guru Answers(Tuesday, October 02, 2001 ):
A seasoned media executive is distinguished by the ability to make decisions based on 'gut feeling' when there is no useful research or factual basis for the decision.

However, going against existing valid research when one has no factual basis is simply unprofessional. The Guru has encountered this attitude from people who don't understand research, or have grown up in specilaized arenas with no research availble and are covering their weaknesses. If this person is undercutting you with your staff because of this shortcoming, you have an untenable position.

 


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Monday, October 01, 2001 #4743
Are circulatlion numbers broken out by points of delivery,meaning households, businesses...etc?

 

The Media Guru Answers(Tuesday, October 02, 2001 ):
Circulation is reported as subscription vs newsstand, or by type of subscriber. The Guru has not seen other analyses of pacle of receipt.

 


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Monday, October 01, 2001 #4742
Dear Guru, I am interesting in IMS Modal reach and frequency model. As far as I can understand they use beta-binomial model for plans with one vehicle, but what model is used for plans with more than 1 vehicle (so called between vehicle duplication problem). Could you give me any references or ideas? Sincerely, Lena M

 

The Media Guru Answers(Tuesday, October 02, 2001 ):
Contact IMS

 


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Saturday, September 29, 2001 #4741
We are a startup company that is launching a network of websites for sports radio stations. We're looking for exclusive sponsorships for this network which should produce between 200-300 individual sites an upwards of 10k unique visitors per week. Where can we go to find potential sponsors or groups of sponsors to present our package to?

 

The Media Guru Answers(Sunday, September 30, 2001 ):
See our 'Ad Placement on the Web' links for reps who might sell your space.

But the Guru fears they will not find 10K visits a week very interesting, especially when it consists of 300 sites each with the extremely low traffic of 30 vists per week.

 


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Thursday, September 27, 2001 #4740
wear out analysis

 

The Media Guru Answers(Thursday, September 27, 2001 ):

 


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Thursday, September 27, 2001 #4739
Hi, i want to know about CPM (Cost Per Impression) Thank's

 

The Media Guru Answers(Thursday, September 27, 2001 ):
For examples, see AMIC's Ad Data area.

 


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Thursday, September 27, 2001 #4738
Is there a resource to help plan an on line campaign to reach healthcare professionals, particularly MDs.

 

The Media Guru Answers(Thursday, September 27, 2001 ):

 


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Thursday, September 27, 2001 #4737
Are there any rules about how long a creative spot should run on radio before there are adverse effects on the targeted audience? We have a client who has run 2 spots on 3 stations with an average of 100 TRP's per week for 16 consecutive weeks. What are some of the advantages/disadvantages to running the same spot over such a period of time? Thank you for your insight.

 

The Media Guru Answers(Thursday, September 27, 2001 ):
Repetition has value in awarenss building. At some point, the commerial wears out. The best rule the Guru has encountered for this is "when sales begin to fall off, the commerical is worn out."

Guru responses about wear out.

 


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Tuesday, September 25, 2001 #4735
All about CUME reach. What about the recency & net duplication planning?

 

The Media Guru Answers(Thursday, September 27, 2001 ):
Cume is about longer term, recency is about a week at a time.

Click here to see past Guru responses about cume and recency .

 


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Monday, September 24, 2001 #4734
What is the law or ethic or general rule about an agency placing a client in a publication or on a website where the agency stand to gain inancially from the publication or site?

 

The Media Guru Answers(Monday, September 24, 2001 ):
In the Guru's humble opinion, if the client knows the situation, it's probably OK. If the client doesn't know, it's probably not. If the 'gain' is a direct payment or kickback without the client's knowledge, it's definitely unethical and probably illegal. If the gain is because the agency has some minor investment in the medium, it's probably not illegal, but is ethically questionable.

 


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Monday, September 24, 2001 #4733
I am interested inknowing what impact the positioning of ads in comsumer magazines has in the effectiveness of the ads. If there are meaningful differences what positions are considered better.

 

The Media Guru Answers(Monday, September 24, 2001 ):
Positioning differences are small, see Starch and The Magazine Publishers' Association.

 


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Monday, September 24, 2001 #4732
What is PIB

 

The Media Guru Answers(Monday, September 24, 2001 ):
"Publishers' Information Bureau," a service which tracked consumer magazine advertising. See CMR (Competitive Media Reports)

 


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Monday, September 24, 2001 #4731
hi, i wanna ask where i can get some useful media analysis s/w?? can you help me? thank you best regards tara sun

 

The Media Guru Answers(Monday, September 24, 2001 ):
The Guru naturally recommends Telmar and eTelmar.

 


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Friday, September 21, 2001 #4730
If I am planning radio in Los Angeles for the Lottery for a project, should I use radio in all markets?

 

The Media Guru Answers(Monday, September 24, 2001 ):
The Guru isn't clear what you mean by 'all the markets' when you are talking about LA. But if you mean that everyone in the Los Angeles DMA is equally important to you, so should you buy Riverside-San Bernardino, the answer is yes. Even more important will be including Spanish stations.

 


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Friday, September 21, 2001 #4729
Is there an easier way to determine radio spillage in CA than by using the Arbitron County Coverage book?

 

The Media Guru Answers(Monday, September 24, 2001 ):
No, that's the way.

 


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Friday, September 21, 2001 #4728
Do you know of a source or sources that reports total marketing spend and total direct marketing spend by industry?

 

The Media Guru Answers(Monday, September 24, 2001 ):
No, the Guru has never found such a source. Various 'vertical' trade magazines might report this for top companies in their categories.

 


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Friday, September 21, 2001 #4727
Hi Guru, I am looking for a resource that provides the amount of marketing and advertising dollars spent on various demographic segments. Any ideas?

 

The Media Guru Answers(Monday, September 24, 2001 ):
No, the Guru has never a source toalling spending by dempographic. How would an outside source know the demographic target of an ad in broad reach vehicles like People Magazine or on Who Wants to Be a Millionaire? Such vehicles account for a lot of the spending. If an advertiser spent only in similar niche media, a conclusion might be drawn, but the lion's share of dollars would go unaccounted for.

 


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Friday, September 21, 2001 #4726
Dear Guru, I couldn't find an advertising sales representation agreement form between an ad placement agency and a newspaper. Where can I possibly find such a form? There's lots of agency - advertiser forms, but not the agency - newspaper ones. Thank you

 

The Media Guru Answers(Monday, September 24, 2001 ):

 


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Friday, September 21, 2001 #4725
Hi ! I am a media planner with EuroRSCG in India. We in India are going through a lengthy and fruitless debate on the size and spread of the people meter sample in the country. Not to mention that the sample has been recently compromised. I'd like to know where i could get more information about the people meter samples in the US and the UK. Some technical details like the number of markets being measured, the size of the samples there, the demographic parameters being measured and any future trends. Would you be able to guide me on this regard? Thanks Rahul

 

The Media Guru Answers(Monday, September 24, 2001 ):
Different countries and cultures have very different stories. The UK consists of about 14 'markets,' the US over 200.

Your best bet would be to see the archives of advertsing trade media from the times of People Meter's introduction, the mid 80's in the US, a few years earlier in the UK.

 


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Wednesday, September 19, 2001 #4724
Approximately how many messages does an individual consume per day (including print/tv/radio/internet)? Please respond to aekrill@students.wisc.edu

 

The Media Guru Answers(Wednesday, September 19, 2001 ):
The Guru has seen estimates of from 600 to over 2000 ad messages per day.

When you consider that the typical person is only awake for about 1000 minutes per day, and probably spends more time not consuming ad messages than consuming them, the high end of that estimate seems extremely hyped.

 


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Wednesday, September 19, 2001 #4723
Hi. I have to create a media plan using Tv spot as my main media. I do not even understand what it is. What is the trend in this media? Is it "popular"? How do you best incorporate it in your media plan? what are the benefits? Could you give me an example of how can I use Tv Spot as the part of the media plan?Where can i find more information about it? Thank you.

 

The Media Guru Answers(Wednesday, September 19, 2001 ):
Spot TV means local tv. That is, commericials aired within local markets, the coverage areas of individula stations rather than networks. Spot is used when the geographic marketing needs of the advertiser call for a local focus.

Visit TV Bureau of Advertising

 


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Tuesday, September 18, 2001 #4722
Hi guru, I suddenly find myself in a position to free-lance in media planning and buying. I've been asked to provide a rate structure i.e., MY hourly rates for planning, buying, stewardship and attending client meetings (different rate levels are assumed for each of these tasks). Can you give me any guidance?

 

The Media Guru Answers(Wednesday, September 19, 2001 ):
This depends on what the traffic will bear and how much you contribute to the process or how well you present yourself. A person with 5 years of planner/buyer experience will command a different rate than a media director of 25+ years experience. Depending on the project and experience as well as all the above, rates from $25 to $200 per hour are conceivable.

 


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Tuesday, September 18, 2001 #4721
I'm looking for a good overview of how ads are delivered over Broadcast and Cable networks. Specifically, I am interested in the value chain and the technical specs on how the advertising campaigns are managed and transmitted through this system.

 

The Media Guru Answers(Wednesday, September 19, 2001 ):
The Guru isn't entirely clear about your terminology, such as 'value chain.' A simple overview, when an agency is involved, would be
  • Agency: Media Plan
  • Agency: Media Buy / place order / allocate 15% commission on gross media price
  • Broadcaster: Book order
  • Agency: Traffic commercial (ship tape and instructions for airing)
  • Broadcaster: Integrate and schedule commercial
  • Broadcaster: Air commercial
  • Broadcaster: Bill Agency at gross price, indicating allowance of 15% commission
  • Agency: Bill advertiser
  • Agency: pay broadcaster less 15% commission (may or may not wait to receive advertiser's remittance)

Various sales people or outside sales organizations will earn various commissions in the chain between agency and broadcaster.

 


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Tuesday, September 18, 2001 #4719
Media Guru, It's been a while since we've asked a question but this is a good one. Is there any way to investigate consumer purchase behavior? Specifically, days of the week and times of day (morning, evening)that people shop for household products. If there is a website or published list that would be useful -- we would greatly appreciate it. Thanks in advance for any info. you could provide.

 

The Media Guru Answers(Wednesday, September 19, 2001 ):
You will probably find some useful information through Scarborough. This may not be your intention, but generally, the Guru thinks it unwise to try to link advertsing times to purchase times. Except for extremely narrow promotions, advertisng is usually meant to build awarenss and message penetration over a few messages so that the information is there at the time of the purchase decision. It isn't realistic to visualize the consumer hearing a commercial on the car radio, slamming on the brakes, turning around and heading to the mall.

 


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Monday, September 17, 2001 #4718
Dear Guru : I need to make a research in my clients about our services. Do you´ve a questionaire about this topic ? thanks

 

The Media Guru Answers(Wednesday, September 19, 2001 ):
This question does not seem to be about media. In any case, you will do best with a questionnaire specific to your own business.

 


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Friday, September 14, 2001 #4717
Media Guru, First thanks for a great service - I am an experienced broadcast and interactive services executive and I continued to learn new things from this site. Question - I am helping roll-out a new service based on kiosks with high speed Internet connection which combines Point of Sale display, on screen advertising (both full screen and interactive) and consumer data collection, analysis and report generation. How best to develop wholesale costs for the media space? I'm assuming it is most like alternative out of home and should be looked at as a cross between outdoor, interactive and tradtional spot. Any ideas where to start or other media that might be comparable for analysis? Thanks and keep up the great work.

 

The Media Guru Answers(Saturday, September 15, 2001 ):
Thank you for the kind words.

The Guru isn't sure he understands your term "wholesale" in this context. However, based on outdoor and current generic internet pricing, a cpm well under $5 is reasonable.

You will find some media cost data in AMIC's Ad Data area.

 


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Friday, September 14, 2001 #4716
I went to adage.com and found total ad dollars spent in calendar year 2000. I can not find total ad dollars spent in Seattle DMA for calendar year 2000 or 1999. Can you help me? Would also want to see what media got what percentage of the total amount...TV, Radio, Newspaper, Out of Home and Internet for a calendar year in Seattle is what I am looking for.

 

The Media Guru Answers(Friday, September 14, 2001 ):

 


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Thursday, September 13, 2001 #4713
We are trying to gain information on the advantage of annual issues, i.e. the shelf life advantages and time spent reading over standard monthly issues.

 

The Media Guru Answers(Saturday, September 15, 2001 ):
Surely it depends greatly on the nature of the annual issue. A consumer buying guide might be acquired when a purchase is under consideration and discarded soon after. A B2B guide-to-suppliers might be treated as having more lasting value. In either case, these are not the sort of content which is "read," but rather is "referred to", so the exposure opportunity for a given ad is reduced, albeit the impact -- by virtue of exposure at a time of purchase decision -- is enhanced. Other annuals will vary according to their nature.

Research on this might be available from Cahners Business Information, The Magazine Publishers' Association or The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Thursday, September 13, 2001 #4712
Where do most people listen to the radio? Could you give me a percent breakdown for car, office,train/bus and home? If you have information specific to the NY area, it would be appreciated.

 

The Media Guru Answers(Thursday, September 13, 2001 ):
Arbitron's 'Radio Today' offers such data (see chart below from Radio Today 2000.

Arbitron will have data by market, as well.

 


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Wednesday, September 12, 2001 #4710
How would you define 'Media Planning'? What si the best way of defining what Media Planners do?

 

The Media Guru Answers(Wednesday, September 12, 2001 ):
A media planner evaluates advertising goals to determine media objectives and strategies. These may include market specifics, media environments and communication levels. Then the planner recommends specific vehicles and schedules to best execute these strategies.

 


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Tuesday, September 11, 2001 #4709
texas market hispanic research

 

The Media Guru Answers(Wednesday, September 12, 2001 ):
If you mean syndicated research about Hispanic consumers in Texas' media markets, pricipal resources are:

 


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Monday, September 10, 2001 #4708
I am looking for a resource that provides market profiles for all markets in the U.S.

 

The Media Guru Answers(Wednesday, September 12, 2001 ):
Depending in what you mean by "market profile," you may probably find what you want in Standard Rate and Data Service Lifestyle Market Profiles (SRDS)

 


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Sunday, September 09, 2001 #4707
What factors should I take into consideration for pricing in-store advertising eg. ads with price-stickers,displays etc? I would of course need to compare it with other media to show the cost-effectiveness but how do I adjust the pricing downwards for the lack of visual impact (as compared to TV) or adjust it upwards for the better recency effect?

 

The Media Guru Answers(Sunday, September 09, 2001 ):
POP signage is a different area than traditional media. Use your own judgement.

 


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Sunday, September 09, 2001 #4706
Dear Guru Which universties in the US have the best graduate programs in advertising? Preferably with special emphasis on media planning. Thank you in advance

 

The Media Guru Answers(Sunday, September 09, 2001 ):
Try the US News Grad School Rankings. The Guru would be surprised to find a graduate program with 'emphasis on media planning.'

 


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Saturday, September 08, 2001 #4705
Do you know who has a mailing list for a) business publications, and for b) business association?

 

The Media Guru Answers(Sunday, September 09, 2001 ):
Find vendors at Direct Mail Quotes

 


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Friday, September 07, 2001 #4704
How to effectevely by out of home media

 

The Media Guru Answers(Friday, September 07, 2001 ):

 


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Friday, September 07, 2001 #4703
How to arrive with reach and frequency

 

The Media Guru Answers(Friday, September 07, 2001 ):
Try eTelmar

 


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Friday, September 07, 2001 #4702
I am looking for info on awareness decline to defend continuity scheduling. I have found in the archives your reference to 5-10% decline per week of no advertising and would like a bit more meat than the rule of thumb. Can you tell me more about it? And how does the 5-10% decline come off of the awareness: 60% *.95 or .9 = 54-57% or 60% -5 or 10% = 50-55%? I'm also referencing recency. These questions are to help me build a model of some sort. Thanks.

 

The Media Guru Answers(Friday, September 07, 2001 ):
The meaning is 60*.95 or *.9. This way it's asymtotic, like reach. The other way, no awareness would remain from any starting level after 10 to 20 weeks.

 


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Friday, September 07, 2001 #4701
IS THERE RESEARCH THAT PROVES INTERNET RESPONSES BEING ON THE RISE AND PUBLICATIONS RESPONSES ON THE DOWN FALL?

 

The Media Guru Answers(Sunday, September 09, 2001 ):
The Guru doubts there is research which finds this. Every source the Guru sees reports declining internet response. If there is any research supporting the finding you wish, it would be available through The Internet Advertising Bureau.

 


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Friday, September 07, 2001 #4700
How can I measure the effects of media PLANNING and isolate them from total advertising effects, so as to minimise the effect of the creative? For example how can you tell the consumer has a high recognition level of a brand thanks to good time-, medium-, frequency- (etc.) decisions and not just because the ad was a creative success?

 

The Media Guru Answers(Sunday, September 09, 2001 ):
The only reasonable method is to comapre the same copy in different media vehicles. You need isolated markets or a laboratory environment to do such testing.

Roslow Research has a persuasion test that has been used in similar situations.

 


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Thursday, September 06, 2001 #4699
Do you have any information comparing the effectiveness of banner advertising vs. content/text link advertising?

 

The Media Guru Answers(Friday, September 07, 2001 ):
Try The Internet Advertising Bureau and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Wednesday, September 05, 2001 #4697
Is there any marketplace for adds in different media? A digital place to buy and sell advertising space?

 

The Media Guru Answers(Friday, September 07, 2001 ):
Visit AMIC's MediaQuote

 


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Tuesday, September 04, 2001 #4696
Dear Guru: What value would you give to a :10 live radio liner versus that of a :30 spot? Would you consider the value of the liner the same --- an impression is an impression regardless of the spot length? Thank you for your help.

 

The Media Guru Answers(Saturday, September 08, 2001 ):
There is certainly less value in a liner. Typically liners are ojly mentions of the advertiser in conjuntion with a program or event, e.g. "Come down and meet our DJs at the mall, courtesy of (advertiser)."

In this case, the value is hard to compare to a brand :30 message, because it isn't aiming at the same goals, but valuing it at a simple proportionate one-third is reasonable. If the liner is a miniaturized barnd message, it may be worth half based on simple awareness building. If you're couunting impressions for bragging purposes, as in charging up the sales force or trade, you might play the 'an impression is and impresssion' game.

 


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Tuesday, September 04, 2001 #4695
I am doing a research paper for my graduation and need a comparison between different media advertising rates. I need to know cost of advertising per prospect/viewer for Radio/TV/Newspapers/Internet if possible.

 

The Media Guru Answers(Friday, September 07, 2001 ):

 


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Tuesday, September 04, 2001 #4694
What are parts of a Media plan?

 

The Media Guru Answers(Friday, September 07, 2001 ):
See the Guru's Parts of a Media Plan

 


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Tuesday, September 04, 2001 #4693
I have a fairly new client who needs to be educated on television post analysis. Recently, one of the markets we buy for this client posted at 85% due primarily to a drop in PUT levels. We requested make-up weight from all the station and got it. I would also like to note that my client's sales are up in this market. My client is upset because their last agency "always posted." It sounds like some numbers massaging to me. Are there any white papers on television post analysis? I would like to use this as a teaching moment for my client as they keep bringing it up. Thanks.

 

The Media Guru Answers(Tuesday, September 04, 2001 ):
There are so-called "push button" posts where every spot is rated according to the tiome period bought in the books closest to air date. There are posts with adjustments reflecting specific programming and situations. Agencies are quick to challenge buying services for adjusting posts, treating "push button" as somehow more honest. But just as an example, if you bought time in the World Series (October) should it be rated according to the July book, the November book, or some intelligent estimate of true audience? Some buying services or the TV Bureau of Advertising might have a white paper published.

 


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Tuesday, September 04, 2001 #4692
Dear Guru, My partners and I have started an ad placement network specializing in local community newspapers in USA and Canada. We aggregate local ad space across the nation and deliver it to advertisers. Which software would be most appropriate for managing this type of placements: from closing a sale to billing, distributing artwork and tracking? Thank you very much

 

The Media Guru Answers(Saturday, September 08, 2001 ):
The Guru does not know of any specific software solution for your exact needs. DDS supplies media management software for many purposes. You may be able to build what you need in a basic database program such as MS Access.

 


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Tuesday, September 04, 2001 #4691
What are the top 10 kids age 4-10 shows

 

The Media Guru Answers(Tuesday, September 04, 2001 ):
You need Nielsen data for this, but 4-10 is not a standard demo, 5-12 is probably closest.

 


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Monday, September 03, 2001 #4690
What different media are most effective for specific messages and actions?

 

The Media Guru Answers(Tuesday, September 04, 2001 ):

 


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Friday, August 31, 2001 #4689
I have a client who will only advertise to the vertical audience about specific products. We believe that they should be advertising the breadth of products to CEOs and Wall Street because they are limiting their potential. Are there any resources/articles out there that demonstrate the advantage of marketing to a broader audience on a company level vs. targeted marketing to vertical (technical) people on specific products?

 

The Media Guru Answers(Tuesday, September 04, 2001 ):
A good resource is Cahners Business Information, or try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Friday, August 31, 2001 #4688
Where can I find information on television market sizes in the U.S.?

 

The Media Guru Answers(Friday, August 31, 2001 ):
In AMIC's Ad Data area, the TV costs are accompanied by market populations. Otherwise, Nielsen is the source.

 


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Thursday, August 30, 2001 #4686
I am responsible for advertising strategy planning for an online advertiser. We are in a very competitive market and it would be useful to be able to keep an eye on competitors' ads. Is there are any way to find out what *new* ads have been published on the web each day/week/other period (either by industry segment or just all ads)? Thanks

 

The Media Guru Answers(Tuesday, September 04, 2001 ):
There are too many web sites to truly track thoroughly. But try AdZone Interactive

 


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Thursday, August 30, 2001 #4685
Guru, I have this client in the Wealth Mgmt/Financial industry who has been using natl. print solely over the past 3 yrs. There budget is only $3 million. According to Monroe Mendleson, our campaign reach is around 70% against the super affluent. The client would now like to switch gears to Natl. TV and sponsor/own one program with a high concentration of their target. I don't believe they could achieve the same reach as with print, but am not certain how to present the differences. Can you help?

 

The Media Guru Answers(Tuesday, September 04, 2001 ):
Any program with a high composition of your target is likely to have a very tiny rating and little reach development. Monroe Mendelsohn should provide the data to analyze this.

 


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Thursday, August 30, 2001 #4684
Hi Guru - are there any competitors to Scarborough that provide local market media/product research? Thank you.

 

The Media Guru Answers(Thursday, August 30, 2001 ):
One comparable resource is The Media Audit.

 


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Wednesday, August 29, 2001 #4681
We are working on our ratings projections for fall 2001 spot tv buys and want to know where we may find any expert projections to compare ours against. Also, for Winter Olympics it seems the affiliates are over projecting ratings dramatically with the excuse it will be domestic this year. Any expert predictions by daypart that we can refer to?

 

The Media Guru Answers(Wednesday, August 29, 2001 ):
Generally, the expert opinions are closely held trade secrets. What's public is the vendor hype.

 


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Friday, August 24, 2001 #4678
What is the marketshare of PC versus MAC users in the industry?

 

The Media Guru Answers(Friday, August 24, 2001 ):
Total universe is about 90/10. According to the Guru's colleague, who is publisher of a Mac magazine, in advertising creative the balance goes the other way, perhaps 40/60. On media professional's desks it is could be 80/20, because agencies may standardize on Macs, even when they would not be chosen except for the creative needs. However, AMIC can determine the operating systems used by our visitors, who should be representative of media professionals:
  • Windows 78%
  • Mac 3%
  • None 18%

 


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Friday, August 24, 2001 #4677
At what point is buying national television more efficient than buying spot?

 

The Media Guru Answers(Sunday, August 26, 2001 ):
This is very variable. Click here to see past Guru responses about national vs local efficiency

 


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Friday, August 24, 2001 #4676
Hello. I am developing a media consumption q'aire. While I do not have a copy of MRI's q'aire, I would like to include industry standard daypart breaks. Can you please advise if the following daypart breakouts would be "industry standard" or not. If not, please let me know where I have gone off track! Weekday (Monday-Friday) EM- 6a-10a Day-10a-4:30p (10-3:30 CST/Mountain) EF-4:30-7p (3:30-6 CST/Mountain) Prime Access/Fringe- 7p-8p (6-7 CST/Mountain) Prime-8p-11p (7-10 CST/Mountain) Late Fringe- 11p-1a (10-12 CST/Mountain) Late Night- 1a-6a (12-6a CST/Mountain) And Weekend (Saturday and Sunday): EM- 6a-9a Day-9a-4:30p (10-3:30 CST/Mountain) EF-4:30-7p (3:30-6 CST/Mountain) Prime Access/Fringe- 7p-8p (6-7 CST/Mountain) Prime-8p-11p (7-10 CST/Mountain) Late Fringe- 11p-1a (10-12 CST/Mountain) Late Night- 1a-6a (12-6a CST/Mountain) I think I am pretty off on Weekend breaks. Thank you so much for your help, as always, it is truly appreciated!!!

 

The Media Guru Answers(Sunday, August 26, 2001 ):
MRI does not reflect an "industry standard" for daypart breaks, that is Nielsen's domain.

In a handy Nielsen book, the Guru finds 4pm rather than 4:30 as trhe afternoon dividing line and the weekend broken into Saturday 7am -noon, Saturday noon to 5pm, and Sunday 1 to 6pm. Otherwise, the full week dayparts apply.

Network and spot (national vs local) definitions are also different.

 


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Friday, August 24, 2001 #4675
Dear Guru! Is there, to your knowledge, a "role of thumbe" when it comes to number of exposures necessary for one ad-observation in different media; for example 4+ in TV, 2+ for newspapers etc.

 

The Media Guru Answers(Sunday, August 26, 2001 ):
The Guru deosn't think there is a valid "rule of thumb" in this case. One could evaluate the schedule in each medium according to the 'Ostrow Model'

 


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Thursday, August 23, 2001 #4674
hi guru, can u tell me difference between SoV and SoM and whats the significance of it?

 

The Media Guru Answers(Sunday, August 26, 2001 ):
Both are ways to consider the competitive situation.
  • SOV is share of voice, the advertiser's proportion of all the advertsing in the category. It's usually share of weight (impressions) but sometimes is evaluated as share of spending.
  • SOM is share of market. This is the advertiser's proportion of all the sales in the category. It can be evaluated as share of units sold or share of dollar sales.

 


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Wednesday, August 22, 2001 #4673
media costs by market

 

The Media Guru Answers(Wednesday, August 22, 2001 ):
AMIC's Ad Data area for broadcast and MediaPassage for newspapers.

 


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Wednesday, August 22, 2001 #4672
I have been asked by a client how they would establish advertising rates to charge companies foradvertising on their website. Can you give me any info? Where should I go to get this information? Thanks

 

The Media Guru Answers(Sunday, August 26, 2001 ):
Marketplace rates have sharply decline in the past year or so. Start with something less than half of the rates listed at Ad Resource

 


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Tuesday, August 21, 2001 #4671
I have a client that wants to build awareness and they are already have a 30% awareness so is there a way we can translet building awareness to a reach %?

 

The Media Guru Answers(Sunday, August 26, 2001 ):
No, too many variables. Some rules of thumb, when you consider awareness directly correlated with reach, are:
  1. Awarenss is never higher than cume reach
  2. Awareness begins to decline as soon as advertsing stops

 


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Tuesday, August 21, 2001 #4670
Is there a publication called Family Reunion Magazine and do you have any contact information?

 

The Media Guru Answers(Sunday, August 26, 2001 ):
Try PubList.

 


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Tuesday, August 21, 2001 #4669
Is there a magazine called Cleveland Life?

 

The Media Guru Answers(Sunday, August 26, 2001 ):
Try PubList.

 


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Monday, August 20, 2001 #4668
Dear Guru: My question relates to the new ABC Newspaper Ruling passed in March '01 which redefines the definition of "paid" subscriptions. Under the new rule, ABC will allow ABC U.S. newspaper members to report all U.S. newspaper copies sold at prices 25% or greater of basic price, including third party sales, as part of paid circulation. Attendant to this new rule, sales must be reported under 2 separate categories: 1) Paid for by Individual Recipients 2) Other Paid Circulation a) Copies sold @ 50% or more of basic price; b) Copies sold at or above 25% but less than 50% of basic price. According to ABC, qualification and reporting changes will take effect April 1, 2001. The first reporting activity will occur with September 30, 2001 Publisher's and Audit Statements. In our particular market, an ABC Audit for the period of 3/19 - 7/1/01 (15 weeks) has just been distributed. Under what ruling would paid circulation be defined? Old ABC rules OR new rules which allows copies sold at or about 25% but less than 50% of basic price? It seems as if the new audit is based upon the new ruling; but the audit statement does not break out circulation according to new ruling stipulations. If you would please provide me w/ your POV. Thank you.

 

The Media Guru Answers(Sunday, August 26, 2001 ):
Check the ABC site for published rules and commentary. The site says, among other information:
ABC's FAS-FAX will continue to report all “traditional” information, including average circulation sold at prices equal to or greater than 50 percent of basic prices; average circulation sold at or above 25 percent but less than 50 percent of basic; plus Other Paid Circulation, Total Paid Distribution, Total Market Coverage (TMC) Distribution, Reader Profile information and audited Web site activity data.

Now that they have been approved for final passage, these qualification and reporting changes will take effect April 1, 2001. The first reporting of activity will occur with September 30, 2001 Publisher's Statements and Audit Reports.

The Guru doesn't know, off hand, why there would be a 15 week rather than 6 month report. Read the fine print critically.

In any case, the Guru's POV won't affect ABC decisions.

 


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Monday, August 20, 2001 #4666
Dear Guru, Where can I find an instructional manual on the fundamentals of buying cable? This is my first foray into media buying. Thank you.

 

The Media Guru Answers(Sunday, August 26, 2001 ):
The Guru doubts there is anything published regarding this narrow topic. There may be some agency white papers.

Browse the AMIC Bookstore (in association with Amazon.com).

 


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Monday, August 20, 2001 #4665
Dear Guru, Am trying to work out some recommendations for a client (an auction dotcom)which involves exploiting existing TV programing to direct traffic to the site - either through in-programme innovations which would link up to the brand, or by creating properties. One of the ways we are doing this is by auctioning memorabilia from popular soaps on the site. Could you direct me to any source which will have illustrations or examples of this kind of stuff. Thanx. S. Nagesh, Mumbai, India.

 

The Media Guru Answers(Sunday, August 26, 2001 ):
This is not quite a media question, but try The Internet Advertising Bureau

 


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Friday, August 17, 2001 #4663
Love, love, love this site! I think you are providing a wonderful service. I read a recent question which as about an OTS formula (OTC?) I have never heard of this term. Would you tell me what the letters stand for? (I looked in your media terms section, and it is not there.) Thanks,

 

The Media Guru Answers(Friday, August 17, 2001 ):
Thank you for your kind words.

"OTS" or "opportunities to see" is used differently by various practitioners. One meaning is equivalent to impressions, or the number of exposures of a campaign to individual members of the target demographic; a summing of the audiences of all the advertsing occasions of a campaign. In this sense, "average" is not an appropriate modifier. Others may use the phrase "average OTS" as we in the US use "average frequency."

The term OTS is not commonly used in the US, but is standard in the rest of the English speaking world.

 


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Thursday, August 16, 2001 #4662
What do you know about co-op advertising on television?

 

The Media Guru Answers(Thursday, August 16, 2001 ):

 


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Thursday, August 16, 2001 #4661
Dear Guru, I hope that you are able to help me with the following, I am looking for definitions of common media terms such as clutter, SOV, etc. Are you aware of a good source that will have an overview of media definitions. Thanks beforehand

 

The Media Guru Answers(Thursday, August 16, 2001 ):
Try our own Media Terms or a very good but simplified simplified resource at The University of Texas (Austin) School of Advertising.

 


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Thursday, August 16, 2001 #4660
Does gifts influence the mediaplanning and buying?

 

The Media Guru Answers(Thursday, August 16, 2001 ):
It should not and usually does not.

 


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Wednesday, August 15, 2001 #4659
Our client has asked about Verdiem MPi, a "marketing performance management system." What exactly does that mean? What does this service provide, and what are your thoughs?

 

The Media Guru Answers(Wednesday, August 15, 2001 ):
Visit Verdiem's website. It strikes the Guru as a rather non-specific compilation of marketing buzzwords, possibly or possibly not a media tool.

 


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Wednesday, August 15, 2001 #4658
Guru, Could use some help framing questions for my agency relating to the effectiveness of a media campaign. We recently ran a test cell for a new campaign (our first)in which the agency provided information on total TRPs, total reach and total frequency over the life of the test. I need to determine how the frequency builds over time. Are there any formulas/rules of thumb for calculating build over time? If not, what specifically should I ask them for? Thanks.

 

The Media Guru Answers(Wednesday, August 15, 2001 ):
Reach relates to GRP in a curvilinear function. Frequency relates to GRP in a straight line. This doesn't mean that each week adds the same amount of frequency, merely that it's fairly easy to work with.

The easiest thing however, is probably to ask the agency to calculate cumulative reach and frequency, week by week, over the course of the campaign.

 


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Tuesday, August 14, 2001 #4657
Are there any agencies that deal with ethnic newspapers in the US and Canada?

 

The Media Guru Answers(Wednesday, August 15, 2001 ):

 


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Tuesday, August 14, 2001 #4656
Need outdoor advertsing showing and rate information for the state of South Carolina.

 

The Media Guru Answers(Tuesday, August 14, 2001 ):

 


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Tuesday, August 14, 2001 #4655
We are about to launch a project entitled The Greatest Pyramid. It will be the nations first national cemetery, mausoleum, and it will contain a World of religion and Science. It will offer high tech memorials for the living and dead. Our intent is to transform the "death care" industry into a Life Care industry. Our market research/surveys predict billions of $ income. My questions: 1)What is appropriate advertising/sales ratio? 2) What kind of advertising is best (TV,Radio/Newspapers)3) What kind of advertising marketing firms should we interview? 4) Any other ideas?

 

The Media Guru Answers(Tuesday, August 14, 2001 ):
As far as the media portions of your question:
  1. A:S ration for a category with no parallels can't be determined. But you could compare to smaller scale cemeteries' history
  2. Without knowing your marketing approach, media can't be chosen, but editorial / programming environment would be paramount if dignity or taste figure into your communcation at all.

 


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Monday, August 13, 2001 #4654
Dear Guru, If you only had 5M to spend for a national campaign for a comsumer product introduction, which media vehicles would recommend (it's a household product aimed at Women 25-54)

 

The Media Guru Answers(Tuesday, August 14, 2001 ):
The Guru would probably not consider national media at that budget. In national network, you might only be able to afford 5 or 6 weeks. National print might be just as weak.

A lot more than target and budget go into selecting media, such as competition, message type, etc, but the Guru would begin with local media in a geography where your budget might buy effective levels of communication.

 


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Monday, August 13, 2001 #4653
I am doing an analyis of a local tv station. I want to track, by showing a graph, of their viewership trends for prime time progaming only. Should I show rating or share on the graph and why? Thank you.

 

The Media Guru Answers(Monday, August 13, 2001 ):
It depends on what point you want to make about the station. Rating will trend the station's popularity with the demographic group. Share will trend the comparison to other TV sources in the market.

Unless there are different sources available at different times in the graph, the Shape of the graph will be virtually identical in either case, except for seasonality effects. Share comparison would pretty much factor out seasonal differences.

 


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Monday, August 13, 2001 #4652
I have looked all through my media books and cannot find the definition of "empty nesters". Can you help? I need to include it in a presentation. Thank you.

 

The Media Guru Answers(Monday, August 13, 2001 ):
These are people whose children have grown up and "left the nest."

 


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Saturday, August 11, 2001 #4651
Dear Guru: What Companies/software do exist for electronic auditing/monitoring of TV spots?. (I understand that it works by digitalizing the audio ) Best regards Irving Vargas

 

The Media Guru Answers(Saturday, August 11, 2001 ):
Both Nielsen and VMS (Video Monitoring Services) have this sort of service.

 


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Saturday, August 11, 2001 #4650
can you give me the formulae to calculate the OTS viv a vis competition in the print media.

 

The Media Guru Answers(Saturday, August 11, 2001 ):
The question isn't quite clear: If you mean the formula to determine what your own OTC goalshould be vis-a-vis competition, it is very simple:
If Y= your goal OTS and
C = competitor's OTS then
Y > C

If you mean a formula to calculate your competitors current OTS, you need to have quantities from reports before you can determine what formulae to apply. For example, do you know spending ($)and average cost per OTS (O)? Then the formula is
$ ÷ OTS

 


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Friday, August 10, 2001 #4649
hello sir,myself prasad is a student of advertising & public relations management student i am at my initial stage..so plz tell me wht is exactly media planning is..? wht is ad budget..?

 

The Media Guru Answers(Saturday, August 11, 2001 ):
Ad budget is the amount of marketing money allocated to create and place advertising within the advertsing objectives.

Media planning is deciding where to place it to best achieve the advertising objectives.

 


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Thursday, August 09, 2001 #4648
Guru, I'm trying to figure out a Reach & Frequency of magazines which aren't measured. For discussion purposes, lets say my target base was 100,000. I am recommending 5 magazines with a total circ. of 80,000. However, I will be running in each about 5X over the course of 1 year. To make matters worse, I have no idea of the duplication between these mags. Without measured media, how do I figure an approx. R&F?

 

The Media Guru Answers(Saturday, August 11, 2001 ):
The first step to a crude estimate is to determine the target readers-per-copy (RPC of your largest circ book. With an average of 16,000 ( your 80,000 total across all 5), perhaps one is double the average or 32,000. If it has 2 target rpc, or 64,000 then your reach minimum is 64%. If all the books average 2 rpc, your schedule of 5 insertions in each of the 5 books has 320,000 impressions or 320 GRP in a base of 100,000.

Assume each additional title adds at least one reach point. Now your reach will be somwhere between 68% and 95% (arbitrary upper limit). With 320 GRP, your Reach / Freq is now somewhere between 68 / 4.7 and 95 / 4.3. Refining your rpc may narrow the range.

Or, if you have circ and rpc estimates, Telmar has software which can produce better projections.

 


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Thursday, August 09, 2001 #4647
what's the advantage and effectiveness of using an email campaign vs. direct mail?

 

The Media Guru Answers(Saturday, August 11, 2001 ):
  • Email costs virtually nothing.
  • Its sales effectiveness is perhaps 1% of direct mail's and is far more likely to annoy recipients.
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Thursday, August 09, 2001 #4646
Dear Guru: I am trying to track the advertising revenues (through 2nd Qtr 01) for Los Angeles media, specifically spot radio. Do you know any companies that compile this info? Are any of them free? Thanks,

 

The Media Guru Answers(Saturday, August 11, 2001 ):

 


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Thursday, August 09, 2001 #4644
Where can I find out the top rated network programs for people 55+?

 

The Media Guru Answers(Saturday, August 11, 2001 ):

 


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Thursday, August 09, 2001 #4643
Can you provide the names of the companies that provide proprietary, custom reports of competitive advertising spending. I've worked with companies in the past that specialize in high tech, finance, and healthcare, and provide the information on a market-by-market basis.

 

The Media Guru Answers(Saturday, August 11, 2001 ):

 


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Wednesday, August 08, 2001 #4642
Dear Guru, How would you answer the following question from a client: "Is VH1 losing its edge against Black audiences?" I suspect it can be answered quantitatively by trending Black ratings data for specific programs or dayparts, but how would you suggest I answer qualitatively?

 

The Media Guru Answers(Wednesday, August 08, 2001 ):
What might "it's edge" mean? You might consider compositon index. The Guru doesn't ordinarily think of VH1 as Black targeted.

 


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Wednesday, August 08, 2001 #4641
Is there any research comparing the level of reader involvement of controlled (non-paid) circ magazines v. subscription/newstand? Are readers who pay for they magazines more involved than readers who receive the pub of free.

 

The Media Guru Answers(Wednesday, August 08, 2001 ):
Keep in mind that "controlled" is not synonymous with "free." Controlled circulation goes to persons who somehow qualify to receive the publication and make a request to receive it. This indicates more interest and involvement than readers who simply pick up a free magazine from a free stack somewhere.

Given that, one would presume, that all else being equal, that is comnparing magazine with similar content and similar target, the paid title might have an edge.

A good resource is Cahners Business Information.

 


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Wednesday, August 08, 2001 #4640
Guru - you answered my question about unwired networks. Can you please give me an example of an unwired network? thanks so much.

 

The Media Guru Answers(Wednesday, August 08, 2001 ):
Pretty much any spot sales representative firm will put together an unwired network for you, tailored to your market list.

Try Katz, Interep, Blair/Petry or Telerep.

 


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Wednesday, August 08, 2001 #4639
Hi Guru, Where could I find (via Internet) a list and information about the Media Centers/buying Centers in The Netherlands? Thank you for your help

 

The Media Guru Answers(Saturday, August 11, 2001 ):
Try the search term "Netherlands" at AW Info.

 


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Tuesday, August 07, 2001 #4638
What is the media definition of "vignette"? Thank you!

 

The Media Guru Answers(Wednesday, August 08, 2001 ):
In media terms, this typically refers to a small bit of programming created as a "doughnut" to surround a commerical and keep the audience tuned in. It might begin with a sports trivia question, and come back with the answer after the commericial. Often, it's a :30 commercial within a :60 total unit.

 


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Tuesday, August 07, 2001 #4637
Guru, I am looking for some sort of a map / maping program where I can show market coverage (in graphical form) of regional media vehicles. Do you know of any stand alone programs that can do this? Thanks

 

The Media Guru Answers(Wednesday, August 08, 2001 ):
Depending on your needs, a program as simple as DeLorme's X-Map may suit your needs. If you need something more attuned to standard media and marketing data bases, start with Geoscape.

 


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Tuesday, August 07, 2001 #4636
I am trying to locate trade magazines for a client who is advertising a new hand cleaner product. The client wants to advertise in trade magazines for the following catagories: industrial, construction and automotive. Any suggestions on trade magazines in these catagories. We sell direct to commercial industries and do not want to advertise in a magazine for distributors. Thank you for any assitance you can give me!

 

The Media Guru Answers(Wednesday, August 08, 2001 ):
Try PubList.

 


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Tuesday, August 07, 2001 #4635
Where can I find the definitions of "lead" and "emarketing vs. interactive"?

 

The Media Guru Answers(Wednesday, August 08, 2001 ):

 


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Tuesday, August 07, 2001 #4634
Hello Guru. What is "unwired spot tv"? I've heard the term in regards to radio, which from what I understand consititutes buying time as opposed to programming on stations. I'm confused as to what this means for TV - does this mean broadcast as opposed to cable? If you buy unwired spot tv on a national basis can you insert creative locally? Please advise - thank you!!

 

The Media Guru Answers(Tuesday, August 07, 2001 ):
The modifier "un-wired" is meant to convey a difference versus ordinary networks. For wired networks, the key is that programming is distributed from a central point with commericials integrated. In unwired, the negotiation is made with a central point, but the commercial carriage is station by station. An optional service in an unwired buy may be trafficking from a single piece of copy. As a rule, providing different copy to each station is permitted in an un-wired buy.

 


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Monday, August 06, 2001 #4633
If short-rate occurs and the rates of the publication has increased, would the rates that short-rate is based be from the rates from the original negotiation or the updated rates?

 

The Media Guru Answers(Monday, August 06, 2001 ):
Short rate should only be related to the time of the advertiser's order. There is no relevance to to any later rates.

In any case, the policy should be in the rate card.

 


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Monday, August 06, 2001 #4632
reasons for using cable buy with a spot tv buy

 

The Media Guru Answers(Monday, August 06, 2001 ):
Some possibilities:
  • If Cable viewers are more likely to use your product (or service)
  • If viewers of specific cable channel are more likely to use your product
  • If (unlikely) cable is more efficient
  • If your prospects are geographically concentrated in the part of trhe market served by a specific cable system so that a less wasteful cable buy could be made (generally a retail situation)

 


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Friday, August 03, 2001 #4631
Do you know if there is an interactive tool to find Dear Media Guru, Do you know if there is an interactive tool where I can enter CITY & STATE and it will tell me DMA ? Thanks!

 

The Media Guru Answers(Monday, August 06, 2001 ):
Since Nielsen doesn't offer this, it probably isn't available.

 


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Friday, August 03, 2001 #4630
Have you seen a top 200 list by DMA and MSA by Adults -African American- Hispanic- Asian 18+ with Census 2000 data?

 

The Media Guru Answers(Friday, August 03, 2001 ):
The Census doesn't issue any data on a DMA basis. Nielsen, which establishes the DMA definition, will not issue market populations for Hispanic for a month or so; Census data has not yet become available at the necessary level of geographic detail. Even then some data will be modeled, pending Census detail. Nielsen will also do African American DMA populations, but probably not Asian-American. On a metro basis, all three segments' total populations have been posted on the Census site.

 


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Wednesday, August 01, 2001 #4629
Do you know of any national publications targeted to pilots and owners of small aircraft? Or where I would go to find this information? Thanks!

 

The Media Guru Answers(Friday, August 03, 2001 ):
You will find numerous publications of this type on the search page at PubList. Begin by searching for titles beginning with the words "Air", "Fly", and "Pilot."

 


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Wednesday, August 01, 2001 #4628
What ratings do all of the spot tv stations garner for the different dayparts?

 

The Media Guru Answers(Friday, August 03, 2001 ):
The range of data is enormous, over multiple stations in each of 200+ markets for dozens of demographics in numerous dayparts.

This amounts to about 40,000 pages of printed data, in each Nielsen sweep.

 


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Wednesday, August 01, 2001 #4626
Could I have information about print, tv and other media in the following countries maldives,nepal,sri lanka, bangladesh Information would be in terms of media exposure number of vehicles and so on Also would help if I have information on demographic and psychographic profiles of population for these countries Where would I find such info ? Thanks Andre

 

The Media Guru Answers(Wednesday, August 01, 2001 ):

 


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Wednesday, August 01, 2001 #4625
Hello Media Guru Is there an average pass along rate for trade publications?

 

The Media Guru Answers(Wednesday, August 01, 2001 ):
Click here to see past Guru comment on such averages.

The range is so broad that averages tell you very little.

 


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Wednesday, August 01, 2001 #4624
I am looking for a TV planning package that can be updated with our own data. Most of media software companies sell system & data together, I am in an area where I can buy the raw audience data (15 minutes time segment) but we dont trust the system being used (the model behind), I am interested in software that use standard media models for TV planning and optimisation as well. Could you help me, thanks

 

The Media Guru Answers(Wednesday, August 01, 2001 ):
Various Telmar software, including IMC, is designed to work with the users' own data.

 


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Wednesday, August 01, 2001 #4623
Is there a resource that lists each cable system in each DMA and their channel line-up and cost? I'm looking for a quick way to find cable subscription costs without having to call each cable system.

 

The Media Guru Answers(Wednesday, August 01, 2001 ):
The Guru thinks it unlikely. Organizing data by DMA is usually done for media planners' or marketers' use. COnsumer pricing of tiers of subscription would not ordinarily be of interest to these people. The giant MSO's might consider doing this within their own systems, but again for whom would they compile such a list? The spot cable sellers like SpotCable would have most of the data, but little use for subscribers' costs.

 


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Tuesday, July 31, 2001 #4622
What is the shelf life of an FSI? I have a client that wants me to estimate how long they can expect consumers to bring in the coupons after a piece has been inserted.

 

The Media Guru Answers(Tuesday, July 31, 2001 ):
This will vary according to the category. If you have a product that's purchased every week, it will clear more quickly than a coupon for something that might not be purchased for a month. Contact your FSI vendor or coupon clearing house for their experience.

 


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Tuesday, July 31, 2001 #4621
Hello Media Guru Is there software available that will have reach and frequency information for Trade publications. If not what is the best way to calculate this information?

 

The Media Guru Answers(Tuesday, July 31, 2001 ):
Programs like Telmar's print planning systems can process Intelliquest (computer and tech trades), as well as some others which exist in the medical and other fields. The software can also estimate R&F for other, unmeasured trade titles if you have circulation and reader-per-copy estimates.

 


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Tuesday, July 31, 2001 #4620
Hi Guru, Hoping that this isn't an impossible question....Is there a source (on-line maybe) that details cable schedules, particularly for the upcoming season? Any help you could give is much appreciated.

 

The Media Guru Answers(Tuesday, July 31, 2001 ):
You will have to go to the individual networks' sites. You will probably find
  • They don't have long term grids available
  • Their schedules don't focus on prime time
  • There are over 70 networks and many have multiple iterations with diffrent programming grids
  • They don't follow the same "seasons" that the broadcast networks do.

 


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Monday, July 30, 2001 #4618
Is there a study on the effectivity of commercial break positioning in television? Is the first commercial of the gap always the most effective?

 

The Media Guru Answers(Tuesday, July 31, 2001 ):
Try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Monday, July 30, 2001 #4617
1.)How well developed is Ambient Media in the USA markets and how is it used? 2.)How does it tend to fit in with the overall media strategy? 3.)Is there any research to suggest whether it is effective or not?

 

The Media Guru Answers(Monday, July 30, 2001 ):
Ambient media is called "out-of-home" media in the US. It is available everywhere in multiple forms, and particularly strong with restricted categories of advertising such as alcohol. There are hundreds of vendors.

Visit Outdoor Advertising Association of America and Click here to see past Guru responses about out-of-home.

 


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Monday, July 30, 2001 #4616
Whats the percent of US Print spill into Puerto Rico?

 

The Media Guru Answers(Monday, July 30, 2001 ):
Naturally, this varies by publication. Consult Audit Bureau of Circulations for details.

But logically, with Puerto Rico holding a population equal to a bit more than 1% of the U.S., and many of its residents non-English speaking, any ordinary magazine will have less than 1% spill into Puerto Rico.

Spanish language magazines will probably have over 10% spill into Puerto Rico.

 


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Monday, July 30, 2001 #4615
How do I decide how much I should pay for pay per click services? Is there an industry standard? We have been offered $.35 per click.

 

The Media Guru Answers(Monday, July 30, 2001 ):
The Guru doesn't believe in selling cost-per-click, since that makes the web site responsible for the quality of the advertiser's copy.

Nevertheless, if you assume there will be about three clicks per thousand impressions, then $0.35 per click equates to $1.05 cpm based on impressions. On the Guru's web site, he would not be interested in business at this price.

 


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Monday, July 30, 2001 #4614
In the 1990's, what law firm used as its slogan: "even Abraham Lincoln advertised" I need to attribute it to the proper source and cannot find a way to research it. Thanks!

 

The Media Guru Answers(Monday, July 30, 2001 ):

 


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Monday, July 30, 2001 #4613
I have a twenty seven word ad with a two inch logo placed in the centre of page. The ad is 3 x 5 inches in size and is blue color.The logo has the word Destiny's placed over top of the logo. and is in bolded black lettering I was wondering how much this ad would cost me to run in a paper;and when the best time to run this ad would be (ie. days of the week)? It is an ad for a jazz coffee house. I was also wondering if it would be better to run this ad as a one time shot or as a continuous ad? Would it also be a good idea to run this ad more than once a week? Thank you Julie Danchuk

 

The Media Guru Answers(Monday, July 30, 2001 ):
The ad price will depend on the publication's rates. This could vary from over $16,000 in the New York Times to about $200 in the Zanesville, OH Times Recorder.

The blue color alone will account for 50% to 65% of the price of an ad this size. The likelihood of this ad running in the center of a page is slim, in the Guru's opinion, and if it did, it would be a page full of other, similar small ads.

Whatever paper you choose will advise you of the day on which most advertisers of this type run. Thursday and Friday and probably the most common for restaurants and clubs. Repetition will be needed for effectiveness, but once a week on the key day may be best. Visit MediaPassage for rate and contact details of various newspapers.

 


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Friday, July 27, 2001 #4612
Please explain what exactly is a "customer magazine"!! Is it sold or it's distributed for free? And if it's distributed for free, where does the profit comes from?

 

The Media Guru Answers(Friday, July 27, 2001 ):
The term is not standard, but the Guru imagines it's something like Costco Connection magazine, distributed free to Costco members. Costco might consider that profit is not an issue since the magazine supports customer realtions and promotes available products.

But, just like ordinary paid circulation magazines, paid advertising is the key revenue stream.

 


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Thursday, July 26, 2001 #4611
Dear MG, With a flighted radio buy (2 weeks on, 1 week off), is it better to use added value promotions during the off weeks or to build the cash weeks? Thank you!

 

The Media Guru Answers(Thursday, July 26, 2001 ):
Continuity always has advantages. But in this case, it depends on the nature of the promotions.

 


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Thursday, July 26, 2001 #4610
What is your opinion of Mobil Trak radio research and the methodology they employ to generate radio statistics.

 

The Media Guru Answers(Thursday, July 26, 2001 ):
1. Their method can be valuable in certain, specific, retail cases. If a store wants to know what station is on the radio of persons passing their location, MobilTrak can be useful.

2. The limitations are severe, however. MobilTrak's claim that the majority of all radio listening is in-car is strongly contradicted by Arbitron data, which shows only 30% of total listening is in car. Arbitron, unlike MobilTrak, has no vested interest in location-of-listening results.

In multi-store mall situations, a store can't even be sure that passing cars are their own customers.

For market-wide measures, the MobilTrak technique is not only limited by the car-only problem, but potentially by lack of randomness even among car listeners.

 


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Thursday, July 26, 2001 #4609
What is your opinion of using First in Break positioning in radio? Is it a pro or a con?

 

The Media Guru Answers(Thursday, July 26, 2001 ):
Might be a pro, couldn't be a con.

 


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Wednesday, July 25, 2001 #4608
In Yellow Pages directories, under a category with a lot of big display ads, are smaller display ads still an effective use of the advertisers media dollars or do directory users in general not look at more than the first few ads? In other words, how important is display ad positioning?

 

The Media Guru Answers(Wednesday, July 25, 2001 ):
Effectiveness is relative. For specific research, try The Yellow Pages Publishers Association

 


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Wednesday, July 25, 2001 #4607
Hi ! Two questions 1. how do you decide which cume (1wk or 13 wk or 52 wk etc) to choose. 2. where can I find the details of the ostrows grid actual one with the scales etc. Thanks and regards

 

The Media Guru Answers(Wednesday, July 25, 2001 ):
1. Four week R&F is standard. Otherwise, if you need to examine a specific time period related to your marketing, use the closest cume.

2. The Ostrow model aims at establishing the minimum level of frequency to be deemed effective so that the plan can maximize reach at that level of frequency. The model can be traced back to his speech, "Effective Frequency" at an Advertising Research Foundation Key Issues workshop, June 4, 1982.

Typically, the model involves evaluating a series of relevant factors on a scale of say, 2 to 6, and averaging the factors to determine the appropriate level of frequency to set as effective.

In the 1982 speech the factors discussed were of three kinds: marketing, message / creative and media.

Marketing

  • Established brand vs new entry
  • Brand share
  • Brand loyalty
  • Purchase cycle
  • Usage cycle
  • Share of voice
  • Target group learning capacity

Message / Creative

  • Complexity
  • Uniqueness
  • New vs continuing campaign
  • Image building vs specific sell
  • Message variation (copy pool)
  • Wear out
  • Copy unit size/length

Media

  • Clutter
  • Editorial / program environment
  • Attentiveness
  • Continuity vs flighting
  • Number of different media
  • Repeat exposure opportunities
.

For the full speech, the transcript proceedings of the workshop are available from the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

 


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Tuesday, July 24, 2001 #4606
Guru, I am trying to find b2b publications in Mexico. I have looked at the international business SRDS book, and it hasn't been very helpful. I have also tried to look on the net with little luck. Do you know of any resources like SRDS specifically for Mexico or Central America? Thanks for your help.

 

The Media Guru Answers(Tuesday, July 24, 2001 ):

 


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Tuesday, July 24, 2001 #4605
Dear MG, Can you please suggest a resource where I can find average CPM for each medium (ie average CPM across the board for all newspapers is $x, average for all internet is $x, etc)? I found this data on amic.com, but it was from 1996. Thank you!

 

The Media Guru Answers(Tuesday, July 24, 2001 ):
In additon to AMIC's Ad Data area, see SQAD, Ad Resource (overstated) and The Newspaper Advertising Association. Your biggest probelm, beside the bottom falling out of internet rates since whatever was posted, is the lack of standard deographics to compare.

 


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Tuesday, July 24, 2001 #4604
is there a rule of thumb that would tell me how much more efficient a national radio buy would be vs. a local radio buy (i.e. x% cheaper) What about outdoor or spot tv? Thanks, Guru

 

The Media Guru Answers(Tuesday, July 24, 2001 ):
No broad rule of thumb. There are too many variables due to demographic, program type, and market list for the local part of the equation, etc. In radio, network might be 50% less in some comparisons.

In outdoor, there are no real netowrks or national media to compare. TV is subject to all the qualifications of the radio comparison, as well as daypart issues.

 


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Tuesday, July 24, 2001 #4603
I was wondering if you have any ideas were I may be able to find some sort of template for RFPs that involve media buying like requesting C.P.P. or reach & frequency? We have been working on many media bids for a department of the state and they do not request specific media numbers so the media buyers are only submitting the information that makes their plan look the most favorable. We wanted to reccommend something to them so the comparison of the different agency plans would be more like comparing apples to apples. Thank you for any help

 

The Media Guru Answers(Tuesday, July 24, 2001 ):
First we need to distinguish between requesting plans and requesting buy proposals.

A media plan is a document that details what media should be used at what budgets, to accomplich sets of objectives and strategies which meet advertsing objectives set for the planners. If you are soliciting media paln proposals, you should be setting advertising objectives and asking for plans to meet them. Some judgement in addition to quantitative comparison will be appropriate. You could use the relevant portion of the Guru's Parts of a Media Plan as an outline of what is to be included in proposals reveived.

If, however, the media plan is completed and you are taking proposals on media buys, that is what stations, newspapers, magazines, etc fulfil the plan, that the analysis might be simply numerical, as long as all meet the plan's specs, which should be in your rfp.

Beware of comparing reach and frequency analyses that have been created by different software, and are not therefore comparable.

 


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Tuesday, July 24, 2001 #4602
Where could I get more information on Print Reading and noting studies. This research attempts to arrive at factors that determine visibility of an edit or an ad. For example edit/ads that appear before the fold of a newspaper , or right hand vs. left hand.

 

The Media Guru Answers(Tuesday, July 24, 2001 ):

 


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Monday, July 23, 2001 #4601
Do you have some helpful texts/links to media research for the Latin American markets?

 

The Media Guru Answers(Tuesday, July 24, 2001 ):
Start wih A C Nielsen.

 


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Monday, July 23, 2001 #4599
I'm trying to find out the national inbound, outbound and in market spending to determine how much is being spent in each of the below markets: Atlanta Boston Chicago NY Dallas Houston LA San Francisco Do you know what the best resource would be?

 

The Media Guru Answers(Tuesday, July 24, 2001 ):
Your best resource is probably CMR (Competitive Media Reports), but there are going to be issues around rules and definitions of terms:

Does "inbound" mean purchases of media which reach audiences within the market or media that are owned within the market? Think of superstations.

Does outbound mean placements by agencies based in the market or by buyers based in the market or advertisers based in the market? How do you account for Dallas activity of an advertiser corporation with headquarters in Boston using an AOR agency based in New York that places buying regionally from an Atlanta office?

 


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Monday, July 23, 2001 #4598
Dear Guru, I need to compare the W25-54 gross rating points of national consumer magazines to the W25-54 gross rating points of a network television schedule. I am concerned about keeping “apples to apples,” when making this comparison. In doing so, it seems that it would be necessary to calculate GRPs based on the same universe (for both magazines and television). The television universe that I am using is provided by Nielsen and is based on W25-54 who live in a household with a television, which I think is roughly 98% of the population. My question is: Is it appropriate for my print universe to be based on W25-54 living in a TV HH (98%), OR should my print universe be based on 100% of the W25-54 population? Also, can I calculate the rating points of magazines individually and then add up my schedule to determine GRPs OR must I calculate magazine rating points based on a schedule in order to prevent duplication of W25-54? I am doing these calculations by hand and do not have access to MRI – outside of requesting information, such as a magazine’s W25-54 audience, from a magazine sales rep. Any help would be greatly appreciated! Thank you.

 

The Media Guru Answers(Tuesday, July 24, 2001 ):
It would be simpler to compare impressions and not worry about the slight universe differences. If you must use GRP, adjust TV grp downward according to the TV penetration factor.

GRPs disregard duplication, so simple addition is fine.

 


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Friday, July 20, 2001 #4597
Is there any information available about Effectiveness of Television Advertising.

 

The Media Guru Answers(Sunday, July 22, 2001 ):
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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Friday, July 20, 2001 #4595
Where can I find a list of populations for all major markets?

 

The Media Guru Answers(Friday, July 20, 2001 ):
Metropolitan areas are available at the Census Bureau site. DMAs are available from Nielsen.

 


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Thursday, July 19, 2001 #4594
Hi Guru, I have a set of queries: 1. What is the difference between program reach and program TVR. 2.How can reach curves be used in planning media 3.What skills apart from negotiation does a media buyer need 4. The gross weight of a tv plan can be a. sum of all spot tvrs b. product of 1+ reach and average ots of the entire plan These values for the same plan are not always equal- why? 5. Why dont u allow advertising on your site? How do you make money from your website currently Please let me know Thanks Ajit

 

The Media Guru Answers(Thursday, July 19, 2001 ):
Your terminology is a bit different from US usage, but with given assumptions the Guru's answers are as follows:
  1. Assuming "TVR" is rating, program reach and rating are identical for a single ad unit. Reach and ratings accumulate differently because reach discounts audience duplication from one ad unit to the next.
  2. As an example, reach curves show where the reach added by additional advertising in the same medium diminishes and a new medium should be added to the mix to optimize the effect of more spending.
  3. Aside from negotiating skills, a buyer needs good communication skills to convey the benefits of his buys. Otherwise, the skills are the same as any for business, perhaps emphasizing math.
  4. Assuming again that "TVR" is ratings and that "average ots" is average frequeuncy of exposure, then the sum of tvrs must equal the product of 1+ reach and average ots. Any tiny difference will be rounding.
  5. Of course AMIC accepts advertising! Ads do not appear on the Guru's "current answers" page, because it is dynamically generated by scripts, from a data base.

 


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