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Media Guru

Guru Search Results: 8 matches were found

Tuesday, May 14, 2002 #5280
what is advertising media?

The Media Guru Answers(Saturday, May 18, 2002 ):
The definition would be any means of exposing an advertising message to an audience. The scope runs from TV to matchbook covers to paper cups and skywriting.


Tuesday, June 05, 2001 #4457
Can you please tell me what is meant by cross-media advertising packages?

The Media Guru Answers(Tuesday, June 05, 2001 ):
Generally, this refers to advertising media sold across the various properties of media mega conglomerates, like AOL Time-Warner, combining online, print and broadcast vehicles.


Thursday, June 01, 2000 #3522
Dear Guru, I teach my university's ad media course. In an effort to make it as useful and "real world" as possible, I want to know what topics/ideas/concepts you feel are absolutely critical to include. Also, we do use software designed for the college classroom to simulate buys. I would rather use the actual software buys. Suggestions on "real world" software we could purchase to utilize instead? Thanks, AdMedia Prof

The Media Guru Answers(Thursday, June 01, 2000 ):
The Guru believes the most important concepts are
  • Turning marketing / advertising strategies into media objectives
  • Turning media objectives into media strategies and tactics
  • They ways in which different media can support different strategies
  • Basic media math and statistical definitions
. Of course, these are broad concepts which encompass a lot of detail. A person should come out of an advertising media cousre equipped, for example, to
  • recommend radio when it's more appropriate than TV
  • Demonstrate how internet advertising is often more sizzle than steak, but has its place in some plans.
  • Make media plans address the fact that the U.S. is presently about 30% African American, Hispanic or Asian American, that this proportion is growing rapidly and already 40-50% in the "major markets" that will come up on many brands' key market lists
.

Learning the audience data comes with the job and changes too fast for details learned in college to retain validity very long into real world jobs.

As for buying software Donovan Data Systems is the "mother of all" buying software.


Tuesday, June 15, 1999 #2575
Hi Guru.... I am a student studying in South Africa, and I have a huge interest in advertising and advertising media. I need help on something though. What I would like to know is how media companies price their space? How do television stations price their advertising space? Are there any sites which could help me price ad space? Also, how would one price an audience of 11 million people per month, being reached through video's/televisions? And 11 million people per month being reached through posters? Thanks for your time.

The Media Guru Answers(Tuesday, June 15, 1999 ):
The elements of pricing include:
  • Unit size/ length
  • Competitive pricing- what is the price per audience member of other, similar media?
  • Premium for pure size-the largest media of a type can usually charge more per auidence member than others.
  • Premium for selectivity - are your audience members more desirable to advertiserts than the average for your medium?
So in essence it's the competitive climate and how space/time much you are selling that determines price


Wednesday, March 10, 1999 #2382
RE: My earlier question #2379, my boss responded this way: Pre-launch was a 2-week period, so an average 4-week number would have been a misrepresentation of reality. If you do not have a 4-wk period for comparison than you should not do a 4-week r/f. Do you agree with this? How should I handle this disagreement with my supervisor?

The Media Guru Answers(Wednesday, March 10, 1999 ):
The Guru disagrees. The phrase "average four week" in the context of Reach & Frequency refers to a rate of accumulation, not really the period of time other than the time periods actually measured in the original establishment of reach calculations. Four weeks was originally chosen as the basis for the actual measurements that built the formulae when monthly media (magazines) were the predominant national advertising media. One does not really care how much time is involved.

For marketing purposes, what is important is that you communicated an advertising message to X% of consumers an average of Y times. It is easy enough to say that "over two weeks, we reached 60% of the target an average of 3.9 times." No one is misled, nothing is invalid. You just happened to use a four week formula to determine the results. As the Guru said earlier. only in some 1-week cases will there be any real differerence. (As there would for long term cumes, like 13 week).

If your supervisor's only alternative is to report nothing, as if there was no way to measure the schedule, that doesn't seem productive.


Monday, December 14, 1998 #2221
what is the value of adding TV to an all-print media plan?

The Media Guru Answers(Sunday, December 20, 1998 ):
Adding any medium to a single medium plan will add reach and equalize distribution of impressions among those reached.

TV of course has sound and motion to allow different kinds of messages.

For advantages of different media, see the Guru's "advertising media Strengths".


Sunday, October 25, 1998 #2112
what is the history of television as an advertising media

The Media Guru Answers(Monday, October 26, 1998 ):
To the best of the Guru's recollection, commercial Television began in 1947 in NY and the first commercial network program was also in 1947, sponsored by Kraft.


Wednesday, July 17, 1996 #1179
Do you know any research about how much average frequency is enough before the consumer turns against the advertised product. I mean before they are fed up with the ad. I would like some articles or tables about different product categories concerning this effect.Thank you.

The Media Guru Answers(Thursday, July 18, 1996 ):
There does not seem to be any definitive research on this. Planners dread the question "when is the campaign worn out" almost invariably asked without any definition of "wear-out." Certainly some ads are less enduring in terms of selling ability, which may have little to do with consumers being "fed up." Some advertisers use frequency in top quintiles as a guide, some just accumulated GRP, others study the competitive environment and clutter of their usual advertising media.

The "propinquity theory" gaining in appreciation argues for lower frequencies and if it catches on generally, may change the concept of wear out. Probably the best source of published study and opinion would be the Advertising Research Foundation Library



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