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Media Guru

Guru Search Results: 2 matches were found

Monday, June 04, 2001 #4454
Dear Guru, How is a national theoretical plan translated to a test market?

The Media Guru Answers(Monday, June 04, 2001 ):
There three ways, in general

  • Little U.S., where the test market runs the same schedule as the national plan
  • as it falls, where the test market runs the schedule it would have experienced had the national plan been running, and
  • Correct increment, which is similar to "as it falls," but accounts for predicted variation in media costs and budgets between test dates and anticipated roll-out dates
  • The key difference between Little U.S. and "As-it-Falls" is in recognizing that the rating level of nationhal media varies from one market to the next. Translating network or cable TV as-it-falls is fairly simple, magazines can be trickier.,

    Also see a guide to test market posted by MediaLife Magazine


Monday, November 29, 1999 #3006
Over the years I have seen various TV test market translation procedures such as Little US, as it falls, and a P&G variant (if I remember correctly) called "Correct Increment". Where do test market translations stand in today's much faster reactive pace? what if anything is still utilized?

The Media Guru Answers(Wednesday, December 01, 1999 ):
As-It-Falls and Little U.S. are still in use. The Guru is not aware of how P&G may have revised "correct increment."

All of these however, are just ways to determine what weight should run in test markets to represent a given national theoretical plan.

Today's changes affect other elements of testing, like using cable systems as test laboratories rather than entire DMA markets, or reading scanner based results rather than full-scale survey research.



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