Home Page The Advertising Media Internet Center

Telmar Home Page


Media Guru

Guru Search Results: 30 matches were found

Thursday, June 02, 2005 #6943
Dear Media guru, I have recently heard a lot about 'receptivity' research and I am just wondering what it is. Please give me some clue. Thank you.

The Media Guru Answers(Sunday, June 05, 2005 ):
Receptivity is about the state of mind of the target audience when exposed to the message. It includes the idea that a consumer is more receptive to a message about power saws when reading Home HandyMan or watching This Old house or that the consumer is more receptive to car ads when about to start shopping for the next car.

For research on the topic try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers.

Thursday, January 27, 2005 #6761
I am currently working with a product bottle in the house cleaning/deodorizing retail industry that is : totally black and green, yellow logo. All my research leads me to believe that since the avg. household cleaning product purchaser is female 25+, and prefers strong vibrant colors (minus black)...this color combo will not be effective to induce sales for this "1st time" product roll out. The company owner feels this color combo will "jump out BAM" and grab atention. I'm afraid it will in fact, grab attention, but in a non-purchase format. My media question: I am working on a media plan for this product, and fear the colors are wrong for the audience (broadcast, target-F30-64). Any advertising research that addresses this color preference issue?

The Media Guru Answers(Thursday, January 27, 2005 ):
The recently discontinued "American Demographics" did publish a report about color preferences. Ad Age has taken it over and may have archives.

Otherwise try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. ARF materials will also be available through American Association of Advertising Agencies and Association of National Advertisers.

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

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

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

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

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

Thursday, January 23, 2003 #5753
Hi,i am working with a media house which is basically into print media handling corporate sales, but now i would like to move into either media planning or buying is it possible? if yes how?

The Media Guru Answers(Sunday, January 26, 2003 ):
Read the classifieds.

Friday, June 07, 2002 #5337
What are the pros and cons of placing b2b media in-house vs using a media planning and buying agency?

The Media Guru Answers(Saturday, June 08, 2002 ):
An agency is likley to operate more broadly in this arena than a single advertiser, to have better contacts and systems. The Guru thinks it unlikely that an in-house operation on a small scale will be able to save money and maintain quality.

Thursday, April 04, 2002 #5197
is there a standard ratio between media spend and media tools? said another way, does spending on media research tools typcially represent x percentage of media budget? i am a media planner at kenneth cole. we are a small in house agency with no research tools and i am trying to figure out if it is cost effective for me subscribe to telmar and mri. thank you, joe andrews

The Media Guru Answers(Friday, April 05, 2002 ):
The Guru doesn't believe there is a standard. The pricing of research reaches a cap well below the totola billings of some of the giants, so averages would not be meaningful.

You need to look at the media decisions you will make, and the cost of potential errors or misjudgments that could happen without the tools. Particularly with a concentration in print, the tools you mention should easily pay for themselves.

To keep costs down at first, begin with the pay-per-use option of our parent company's eTelmar.

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.

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.

Friday, February 02, 2001 #4154
Could you tell me exactly what a media barter service is? Do you know the names of any of these services / companies? Thank you

The Media Guru Answers(Saturday, February 03, 2001 ):
A media barter service essentially turns your goods and service into media time and space. It's a financial solution, not a media solution: Inventory in your warehouse is turned into an asset on your books. The downside is that your product is converted to a credit which you are then allowed to use to buy media through the barter service. Often, you can only use your credit for a portion of the buy and must pay cash for the rest. Often the cash portion is equivalent to the full price you could have negotiated for the same media without barter. Thus, there is may be an illusory or bookkeeping-only benefit.

Click here to see past Guru responses about media barter .

Wednesday, November 08, 2000 #3955
Dear Guru, I'm looking for the most up-to-date total annual advertising revenues from IN house agencies in the US. I've checked AdAge, and CMR. While I'm at it, any thoughts on how I would find the same #'s for small/independent media planning agencies?

The Media Guru Answers(Sunday, November 12, 2000 ):
CMR (Competitive Media Reports) is the only likely source. But your quest may be fruitless, because of terminology. In house agencies might show up undistinguished from advertiser direct, if the purchaser is recorded at all. "Small" and "independent" are hardley synonymous in media shops, nor likley to be grouped together.

Wednesday, August 16, 2000 #3708
Do you have any research on trends in media compensation? Trends towards in-house media buying?

The Media Guru Answers(Saturday, August 19, 2000 ):
The archives of trade publications like Ad Age are the best resource for this. The American Association of Advertising Agencies tracks these trends, too.

Thursday, August 10, 2000 #3695
I am in an in-house media buying service and we are entering the world of cable. Some of the networks provide VPVH as a measure vs. HH ratings. Which is a better measure? Can you provide a definition of VPVH?

The Media Guru Answers(Friday, August 11, 2000 ):
VPVH and ratings are the same data expressed differently. "Viewers Per Viewing Household" is the number of viewers projected in a specific demographic category divided by the number of households viewing the programming. Household Rating is the number of households viewing divided by the household universe.

VPVH is demographic data and HH rating is not. Most buys are likely to be specific to one or more demographic groups. Depending on your purposes one or the other may be more useful. In cable, it's important to get rating expressed on a total U.S. or total cable universe basis to make networks comparable. When the rating is expressed on a coverage area basis, there is no common denominator between networks.

Wednesday, August 09, 2000 #3691
Dear Guru, what does the terms Bi-weekly, Bi-monthly actually mean. My assumption is that bi-weekly means every other week and bi-monthly is every other month. My collegue assumes bi-weekly is twice a week and bi-monthly is 2X per month. Can you clear this up for us. Thank you.

The Media Guru Answers(Wednesday, August 09, 2000 ):
This is a semantic question, more than a media question, but interesting nonetheless. The Guru consulted his Random house "Webster's Encyclopedic Unabridged Dictionary."

The first meaning of bi-monthly is "occurring every two months." But the second meaning is "occurring twice monthly." Bi-weekly has the same pairing. In both cases, the second meanings are given an alternate definition of semi-monthly / semi-weekly. And, the "semi's" only mean twice per time period.

So, on balance, the preferred usage of "bi" would be once every two time cycles. But a publisher could mean either. A wise publisher will avoid the terms and say "twice a week" or "every other month" so that there is no confusion.

Thursday, August 03, 2000 #3670
we're an ad agency that places a lot of radio locally. recently we've been experiencing a lot of traffic mistakes - none of them has been our fault - but it makes me wonder if there's something not clear in our traffic system. Do you know of any good "error-proof" traffic system? and how would you approach a client when traffic errors happen? thanks.

The Media Guru Answers(Sunday, August 06, 2000 ):
Nothing is really error proof. Without knowing what the error was, it is hard for the Guru to respond fully.

If it's not the agency's fault then the Guru has to assume that either a shipping error by your duplication house or an error in which commercial was aired by the station.

Traffic systems are basically instruction issuing systems. All they can be expected to do is develop correct instructions and synchronized them correctly with media buys. If that is happening correctly then it truly isn't your fault. If your dupe house is shipping incorrectly when the instructions regarding what to ship where were correctly issued, then advise your client that you are holding the duplicator responsible for any diect financial loss due to the error, and that you are changing vendors . . . and do so.

If the station aired the wrong commerical or wrong rotation or wrong schedule, again advise the client you hold the stations responsible for credit or make-good . . . and do so. Also consider barring the stations from consideration if possible, if they repeat the errors.

Monday, June 05, 2000 #3531
I am the media director at a small, full service ad agency. Most of our clients are b-to-b advertising in trade journals. More and more we are finding that clients and prospective clients want to bring their media placement in-house for the most part in order to keep the media commission themselves. How do we convey the value of having their ad agency handle the placement? We are running out of ideas!

The Media Guru Answers(Sunday, June 11, 2000 ):
At his most cynical, the Guru wonders how much value there is if you can't convey it.

Theoretically, you bring professional experience to the table which the client doesn't have on hand.

You should be able to say and to demonstrate that you get better rates, better positioning and better value-added. The only other benefit that occurs to the Guru is if the client needs to compare the cost of an on-staff media professional to the agency fees for that stand-alone servce.

And media commission compensates an agency for much more than media placement itself, unless there are specific itemized fees for placement versus agency creative and other services.

Friday, April 14, 2000 #3398
1.Is there a resource that lists magazine publishing reps around North America? 2.Is there a resource that describes average fees and commissions? 3.Is there a resource for finding out average wage and commission structure for in-house ad sales reps. Thanks.

The Media Guru Answers(Friday, April 14, 2000 ):
Standard Rate and Data Service (SRDS) Consumer Magazine Source lists reps.

The other data can probably be found through various trade publications, such as Editor & Publisher

Thursday, March 23, 2000 #3335
Hi Guru, A few years ago, I saw a budget setting tool called the Jones Diagram. Do you know of this and where an explanation of how to use it might be found ? Thanks,

The Media Guru Answers(Friday, March 24, 2000 ):
It diagrams the findings of Jones' analysis showing that low share-of-market (SOM)brands ususally spend at a higher share of voice (SOV)than their share-of-market percent; that higher share-of-market brands underspend share-of-voice and that this situation is correct. This then allows budget setting in accord with SOM and SOV information.

The author is noted media theorist John Philip Jones of the Newhouse School at Syracuse University. It is fully described in his book, How Much Is Enough? : Getting the Most from Your Advertising Dollar published by Lexington Books in 1991. The title is out of print, but - at this writing - is currently available online through the Barnes & Noble Rare and Out of Print site.

An explantory article might be available from The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Monday, November 01, 1999 #2925
I just graduated from college and landed a job in internet sales(which wasn't heavely focused on.) Is there any information that can lead me step by step through the sales process, it's a bit overwhelming.

The Media Guru Answers(Tuesday, November 02, 1999 ):
The Guru deals with media research, buying and planning, and not specifically with sales. There are media sales seminars available.

The Guru would expect any organization hiring sales staff straight out of school to provide some in-house training.

Wednesday, April 14, 1999 #2447
Dear Guru, I was wondering, is it possible for channels Reach% to go down on a house hold base but have it increase in demographics of 2-11?

The Media Guru Answers(Wednesday, April 14, 1999 ):
Certainly. Imagine that a channel changes programming from movies, which appeal to many demographic groups and draw a certain HH audience, to pure kids programming. The HH reach would shrink, (to only those HH with kids) and the Kid reach would be likley to grow.

Friday, February 05, 1999 #2311
What would be the best steps to take in getting an in-house produced commercial for a website on spot/cable tv? Agency, media buyer, direct with the station, something else? Thanks. Oliver Willis

The Media Guru Answers(Friday, February 05, 1999 ):
Righly or wrongly, you have already produced the commercial and decided on which media to use, so you have little use for agency services.

A media buyer can help you choose the best media outlets and programs and negotiate price better than your in-house people are likely to.

In the unlikely event that you are so narrowly focused that you will only ever place the commercial on one local cable system, then in-house may be adequate.

Thursday, January 21, 1999 #2284
Is there a source where I can find how to create standard ISCI codes for TV Dubs?

The Media Guru Answers(Thursday, January 21, 1999 ):
Your dupe house can probably help you, or the American Association of Advertising Agencies will have a pamphlet on the topic.

Monday, December 28, 1998 #2238
Dear Guru, I have been asked to compile compelling rational as to why a potential client should switch their currentl media buying from a freelance situation to our marketing communications firm. We will be handling all of their creative and their PR so beyound the obvious of streamlining the process and additional in-house resources that we have, could you please provide input. Thanks

The Media Guru Answers(Monday, December 28, 1998 ):
The Guru cannot help you much without knowing the specific capabilities and resources your firm offers.

Good media buying is a function of experience, knowledge, information, and to a lesser extent, clout.

It is quite possible that the freelancer can deliver better media work than a full service marketing communications firm. On the other hand, if your firm is active in media buying and planning, perhaps you can present your capabilities in a way that makes you seem more able to meet the client's needs. If this will be your first or only media activity, what would make you more attractive than the freelancer?

Tuesday, December 08, 1998 #2208
Do you know of any research sources on marketing to UAW workers?

The Media Guru Answers(Wednesday, December 09, 1998 ):
The Guru does not think there would be any research that narrow in the public domain.Perhaps a magazine written for that union or union members in general would have some in-house research.

A careful reading of the UAW's own site sill give you considerable marketing guidance.

Friday, December 04, 1998 #2202
Hello Guru, Hello Guru. Generally speaking, what percent of magazine ad space remains unsold inventory that is then offered as remnant space? What kind of advertisers typically are most interested in buying ANY remnant space available, e.g. large clients vs. small, in-house agency vs. outside agency, certain industries? Thanks very much.

The Media Guru Answers(Friday, December 04, 1998 ):
The Guru is certain there is no "general rule." Unlike broadcast media, where time inventory is fixed and disappears if not sold promptly, space inventory only becomes "remnant" for a few reasons:

-An advertiser cancels well after the issue closing

-An advertiser runs less than nationally leaving a piece of geographic circulation to sell.

-An odd ad size leaves odd space and (not likely) no editorial content can be found to fill it.

-A gross overestimate of paper requirements for an issue may create the possibility of expensive waste.

Magazines "budget" editorial content around the amount of ad space sold, which pays for the carriage of the editorial matter. So there is usually some extra material available to fill odd space.

At a guess, the Guru imagines a magazine will experience remnant space in perhaps one issue out of four. This is more likley to be some odd geographic bit of circulation than a full national page. So if one assumes that a magazine has a half page available in one issue out of four and that an issue has an average of 50 pages of advertising, that's one quarter of one percent unsold inventory.

Tuesday, April 21, 1998 #1570
First of all, you have a great service. Thanks. Do you have any recommendations on how I can find independent sales representaives who specialize selling network radio?

The Media Guru Answers(Tuesday, April 21, 1998 ):
If you literally mean network radio, i.e. interconnected stations carrying the same program fed at the same time (though clearances may vary) with imbedded commericals, these typically have in-house sellers. If you mean syndicated radio, with a program carried at various times by otherwise unrelated stations, there are several representatives.

One is Premiere Radio Networks. If they can't help you, they can probably suggest several others.

Tuesday, January 13, 1998 #1484
I am trying to find both general and specific information on the differences of the three most prominent types of media services: In-house Agenies; Advertising/DM Agencies; and Buying Services. Would you be able to provide information on the responsibilities of each agency, responsibilites of those in the agencies, and some examples? Thank you

The Media Guru Answers(Tuesday, January 13, 1998 ):
Every organization in each of the three categories may structure itself differently.

Ultimately, the responsibility of each is to buy media time / space for advertising.

Some buying services are set up purely to to buy media specified by clients. Others may add planning, research or promotional services.

In-house agencies may do any or all of the same services.

Advertising agencies are structured to provide all these services, plus creative development and production, market research and marketing counsel.

When In-house agencies or buying services are used, the remaining advertising services may be provided by a creative boutique, full service agency, or other "in-house" departments.

Tuesday, June 25, 1996 #1191
In ranking radio station, should you rank thenagainst average quarter house rating or is it better torank against cume and why? Thank Media Guru

The Media Guru Answers(Tuesday, June 25, 1996 ):
Rankings are usually done against AQH ("Average Quarter Hour" -- there are no household measurements in radio ratings)

One reason is that these numbers have a correspondence with cost per point and cpm, which are other typical evaluation standards for radio buying.

Depneding on your overall goal rankings on cume may or may not be useful. If a particular station is trying to convince you to use cume rankings, it -- no doubt -- fares better on cume than rating.

However, if you are buying to a reach goal, buying stations in order of cume or cume/efficiency may be the best way to acheive your reach goal for the least dollars, rather than by amassing GRP in order of cost per point. This is especiallytrue if you are planning to buy many spots on a station. In that case, the cume better reflects your reach potential. Conversely,if you are buying very few spots on a station, the AQH will betterreflect the situation.

Thursday, April 18, 1996 #1241
How does an agency gain ASI vendor status?

The Media Guru Answers(Thursday, April 18, 1996 ):
Though this is not strictly a media question, the Guru has associates in many arenas. One, who is in the Advertising Specialty business, explains:

ASI (the Advertising Specialty Institute) is like a clearing house for both distributors and suppliers. It really is a good organization in many ways. It helps us find suppliers who will usually do what they say (no guarantees) It helps find legitimate distributors to represent their products.

The Guru suggests browsing the ASI Website for more information.

Tuesday, September 26, 1995 #1838
I am doing a project in my Consumer Behavior class that deals with the senior citizen market (65 and older). How do the purchasing habits of seniors differ from the habits of younger groups. How would this affect the way that advertisers market to this age group? Where can I find some specific information on marketing to seniors, and senior buying habits?

The Media Guru Answers(Tuesday, September 26, 1995 ):
Senior's purchasing differs in various ways depending on purchase category. They buy smaller size packages of perishables, but may have more time to shop in warehouse clubs for bargains. They use different packagings and types of pharmaceuticals. They travel more, but differently. The best approach would be to crosstab bellwether categories reported in SMRB or MRI. One excellent short answer could be obtained by reviewing Modern Maturity Magazine's trade ad series from around 1987-88 which talked about seniors consumer behavior. The ads were created by Cadwell Davis Partners a Saatchi division.