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Guru Search Results: 124 matches were found

Tuesday, March 18, 2003 #5886
Greetings Guru! Some clarification on basic web-site metrics would be much appreciated. What are the current evaluation metrics? Is it Unique visits, page views, and time spent on site? I am confused about the utility of page views- am I correct in my understanding that a page view does not mean that the ad was actually "served" and if it was not served, then there was no "opportunity to see", so what is the value in reporting this number? Are web-sites providing Ad-view data? R.

The Media Guru Answers(Thursday, March 20, 2003 ):
Are you evaluating a site or an ad campaign? Unique visits is about the site's reach. Pageviews is about the sites total impressions, If a page is designed with ad positions, an ad is served when the page is served. This does not mean the user saw an ad if the user has images turned off or uses ad-blocking software, but the site can't control that, although it can track it.

Generally, web sites provide you ad view data about a campaign if you are the buyer. Thre are various ways to provide thie data, ranging from third party ad-serving servces to site's internal server logs.

Time spent relates to a site's opportunity to expose pages and ads; of more use to the site operator than the media planner.

Thursday, February 27, 2003 #5860
Dear Media Guru - My client has asked me to propose a media market test scenario. How should I go about selecting a test market and what is an acceptable heavy-up for media in the test market, assuming we would test the effectiveness of higher weight levels? What other factors should I consider? Is there any literature out there I should look at? Thanks! .d. media planner, Dallas, Texas

The Media Guru Answers(Sunday, March 02, 2003 ):
Test markets traditionally reject the largest ands smallest 10 or som markets, because they are more atypical, and of courxe, the largest are more expensive to test. Nielsen and Standard Rate and Data Service (SRDS) have market guides. You will want to decide which factors matter. Is the market typical in presence of the media types you will use, such as # of tv or radio or cable or newspaper outlets? Is the age or econimic or ethnic mix typical of the US or your eventual marketing area?

The Guru recommends a one-third increment heavy-up as the minimum for testing.

There is extensive literature, try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. and Newsweek Media Research Index

Wednesday, February 12, 2003 #5830
My freelance media planner/buyer wants to charge my client a full 15% commission and pocket the entire commission for himself. It's a small account. Only about 200K of commissionable media. On top of that, I charge an hourly rate for my creative services. Does 15% sound excessive? What are the going rates for media planning/buying services these days, esoecially in the midwest?

The Media Guru Answers(Monday, February 17, 2003 ):
Yes, in general 15% is excessive for media services only at this billing level. The "traditional" 15% covered media placement, marketing support and creative development. Many agencies now negotiate higher fees for such small accounts, but $30,000 to place $200,000 in media is excessive. Some media are more complex and labor intensive than others, but these fees would cover possible 200-300 hours of meida work. If the media is palnning and buying dozens of small weekly newspapers and radio stations, which change every week for a year, this might be a reasonable fee.

Monday, January 06, 2003 #5719
I want to develop a competency grid for my team consisting of senior media planners and media buyers. I want to develop a grid that addresses key functional and general management competencies for both functions - planning and buying.Both planning and buying members have 4 to 5 years of experience and are part of a single large AOR team( of around 12 members) The idea is to have a list of indicators against each competency domain and get each member to fill up such an assessment grid with evidences.This self assessment will then be validated by a panel consisting of me( their supervisor) and my business manager and his boss-the VP on the business. My question is: A.What FUNCTIONAL domains should be included for 1.planning and 2.buying B.What GENERAL mgmt domains should be included for 1.planning and 2.buying Greatly appreciate your feedback and help Thanks

The Media Guru Answers(Sunday, January 12, 2003 ):
Current business managment theory seems to be gravitating away from these formaularized assessments. If you must, however, the Guru woul look at


  • Turning input into goals
  • Setting clear goals
  • Clear and persuasive writing
  • Analytical ability
  • Mathematical facitlity
  • Understanding media types
  • Understanding media math


  • Interpersonal ability with teammates
  • Interpersonal ability with superiors
  • Interpersonal ability with clients
  • Interpersonal ability with vendors
  • Managing subordinates
  • Leadership and teaching
  • Setting and keeping work schedules
  • Appreciating company budget/expense
  • Entrepreneurship
  • Contribution to the bottom line

Monday, December 09, 2002 #5666
relationship between nedia planning and internet

The Media Guru Answers(Sunday, December 15, 2002 ):
The internet has become a common medium among the choices available to the media planner. It must be evaluated for its contribution to the plan's goals, like any other medium.

See the Guru's media strengths page

Friday, November 15, 2002 #5620
Dear Guru I am a media planner in India and currently trying to assess the potential of the news channel business in India since there are 3 seperate news channel launching in the space of 3 months even though we already have 7 new channels in the country - inclusive of CNBC,CNN,Star News. The current percentage of advertising spend from news channels to total tv advertising spend is around 5% of 1.7 bn USD. What I would like to know is 1)What is the relevant ratio for the US/Europe/Asia 2)By any parameters known to you is the current ratio too high or too low - pls comment

The Media Guru Answers(Sunday, November 17, 2002 ):
The Guru doesn't quite see
  • How projecting the share of advetising spending of news channels fits into media planning duties
  • How a too high or too low ratio would be determined

In the US, where three major cable news channels compete with news on broadcast networks as well as hundreds of local broadcast stations there is one situation which might have no bearing on what makes sense in Europe or India. The share of audience of the all-news cable networks rises when we go through "interesting times" such as wars, elections, etc and ad share will shift a bit.

There is likley to be some trade media reportage of this share in publications such as Ad Age.

Monday, October 21, 2002 #5573
im a student at BCCC, and we reciently made up a media team where i am the media planner. our product is an exam given to employees to test their efficiency at work. as a staffing-tool, im finding it difficult to come up with a solid media medium? what do you suggest to help me out of this jam?

The Media Guru Answers(Sunday, October 27, 2002 ):
You should have begin by figuring out your target, who is likely to be human resources managers or top level company managers.

Try the magazines Human Resources, Human Resource Executive, Training, eLearning and their web sites. Also the leading business magazines, such as Forbes, Fortune, Business Week, and Wall Street Journal

Friday, October 18, 2002 #5568
I need to know the terminologies used by the media planner in an adertising company?

The Media Guru Answers(Friday, October 18, 2002 ):
See Media Terms.

Monday, September 16, 2002 #5517
mr. guru i am taking a class on advertising and i have to do research on a media planner...i have a coulple of questions i would love for you to answer for my research. a. what are some of the resposibilities and duties of a media planner. b. requirement you must meet to be employed in the chosen job (education, portfolio, etc.?) c. what is the salary range for this job? d. are jobs available? employment opportunites. e. level of difficulty in performing you job duties. if you could answer all or some of these questions would help me in my could e-mail me at with the answers or i will check the website for answers

The Media Guru Answers(Tuesday, September 17, 2002 ):
Click here to see past Guru responses about the planner's role .

Click here to see past Guru responses about qualifications for a planner.

Jobs are available. Difficulty is in relation to your ability.

Wednesday, August 07, 2002 #5453
what are the duties of a media planner. (This is for an entry level position.)

The Media Guru Answers(Wednesday, August 07, 2002 ):
The duties vary in different agencies and circumstances. Click here to see past Guru discussion of the planners' role .

Monday, July 22, 2002 #5427
At my agency, we set media goals for many clients in terms of EF/ER & CPP. The correlation between EF/ER for a specific category/demo we get from past similar campaigns for which we are able to extract the necessary data. But eventually most of our clients judge our performance only on CPP. Yes, cost efficiency is important but so is EF/ER. The fundamental problem arises when our analyzed tv schedule and our actual own do not match in the execution pattern (e.g. portion of primetime vs fring.). My point is as a media planner, the EF/ER be taken into account as well (even if we were off mark on the CPP), right? The problem how to do this quantitatively. Please help.

The Media Guru Answers(Saturday, July 27, 2002 ):
The Guru observes:
  • Effective Frequency / Effective Reach are planning goals
  • Cost Per Point is planning input and buying goal
  • Your problems seem to fall into two areas:
    - Educating the client to understand what you are doing, and
    - Educating your buyers in undertsanding your goals / their assignment.

If EF/ER are the communication goals for the plan, then achieving them at the planned budget becomes the primary standard. If this achievement is based on the media mix bought (as it should be) then the buyers must be made to understand that delivering that is what they must do.

Overall, the mistake is allowing CPP to become a goal instead of a tool.

Tuesday, June 11, 2002 #5345
Guru: I always appreciate your help. I'm curious as to what you think are the top 10 media trends for 2002-2003. Such as cross platform opportunities, product placement, etc. Could you list in order of what you think are important 1-10. Thanks for the input.

The Media Guru Answers(Saturday, June 15, 2002 ):
The importance of trends is very much a matter of opinion, of course. Should these be the importance in inflence on the lives of media planners or the potential to generate revenue or something else. In any case, and without any rela certainty about order, some of what the Guru sees as key trends for the year:
  1. Media mergers and acquisitions, e.g. Univision / HBC
  2. Resurgence of upfront revenue
  3. Resurgence of cable revenue
  4. Decline in hype of "cross platform." Is it only meaningful to giant advertisers?
  5. Increasing attention to the multicultural nature of our market
  6. Increasing decline in advertising sales' service as pressure on sales staff increases

Friday, June 07, 2002 #5338
What are the best publications for media planners to read? Also, what books/educational tools would you recommend?

The Media Guru Answers(Saturday, June 08, 2002 ):
The Guru reads Ad Age and Media Post's Media. He doesn't invariably find either knowledgeable or accurate, but they do indicate what the issues to think about are. The NY Times advertising column is a must-read.

See AMIC Bookstore (in association with media books. Sissors and Bumba's Advertising Media Planning is the standard, albeit a bit "ivory tower."

Tuesday, May 21, 2002 #5296
hi,Mr.Guru,I'm a newcomer as a media planner in an ad agency, i wanna log into an ad BBS to learn some info about media plan, would you like to offer me a list a famous ad or media BBS?Thx Tara

The Media Guru Answers(Tuesday, May 21, 2002 ):
The Guru presumes you mean a web site; BBSs are passé. AMIC is the site you need.

Tuesday, April 23, 2002 #5240
Hi MG- I just received an interesting question from a media planner. They were curious about SAP (secondary audio programming) that allows a suitably equipped TV to take advantage of foreign language translated programming (usually Spanish) for regular broadcast programming. Is this somehow bought separately? I assume that the commercials would be the same, so are they translated as well or just broadcast in English? Is this handled the same way as closed captioning? I've already done a topline websearch, but do you have any ideas on where we might find out more specific info about this in regard to media planning?

The Media Guru Answers(Tuesday, April 23, 2002 ):
ABC experimented with this in the evening news for a while in fall 2000 (see Abbott Wool's Hispanic Market Weekly article, "SAP", and currently does Spanish SAP on the new George Lopez show. There has also been some local programming and network football. For the news, Hispanic audience was disappointing. Hispanics get more targeted news on the Spanish language networks.

The option to add Spanish sound tracks to the commercials at extra cost is offered to advertisers. Thus far, it's an experiment, not a full-scale media vehicle. Contact ABC for details

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.

Tuesday, April 02, 2002 #5188
Why is research important to media planners

The Media Guru Answers(Wednesday, April 03, 2002 ):
Why are weights and measures important to a chef? Why is arithmetic important to a CPA?

A media plan is decribed in quantitative terms generated through research, particularly as regards the amount and nature of communication or audience impact.

Wednesday, March 13, 2002 #5147
OK, I am interviewing for a position that requires me to remember everything from my days as a media planner. Problem is, it has been a year and a half since I have planned radio, TV, and print...any ideas on where i could find materials that would serve as a good refresher course. I know the knowledge is still in there, it just needs to be woken up. Thanks a million!

The Media Guru Answers(Sunday, March 17, 2002 ):
Try a media planning text from AMIC Bookstore (in association with

Monday, March 11, 2002 #5141
How exactly do advertisng agencies go about targeting thier audiences for the ads that they create?

The Media Guru Answers(Monday, March 11, 2002 ):
As a broad generalization, information is compiled from various sources describing the prospective purchaser of the product or service.

When this information is understood, media planners match the natures of the audiences and environments of the various media to determine where the best fit exists for the advertising.

Saturday, February 16, 2002 #5089
I am currently work as a media planner in the US and looking to relocate to London to get some media experience abroad. I would like to research the advertising market conditions in London before I decide to move there, can you please tell me the names of some UK or London Advertising & Media Trade Publications & Websites. Can you also tell me the best way to go about finding a media planner job in London. Thank you,

The Media Guru Answers(Monday, February 18, 2002 ):
See Campaign Magazine (there are links to several UK trades here). The best way to get a London job may be to contact the US office of an agency with a London office; still better if the agency where you now work has such an affiliation.

Friday, February 15, 2002 #5088
Dear Guru: i am media planner in Colombia and Iīm trying to convince a client (femenine protection) to use RECENCY planning, but i have some doubts, i wonder if my brand have many products (8) that use the same brand name i can plan Recency for the whole brand? i mean, the trpīs i use for each product can i cummulate them assumming is for the general brand? I have a very good budget, i have 19.000 trpīs for the whole brand, and is enough to be the entire year. 2. Do you know some case study about a brand in femenine protection that has used recency?

The Media Guru Answers(Friday, February 15, 2002 ):
With 19,000 GRP ( 365 per week), the Guru doesn't think recency will be a brand issue.

There is a judgment to make outside of media issues regarding whether the relationships between the various products form haloes around one another or if their messages are so different that they need separate communication goals.

If the products were entirely complementary, for instance, napkins, belts, panty liners, douche and deodorant, then they could be considered complementary. If they are more competitive, e.g. tampons vs pads, or have very different targets, e.g. teens versus women 50+, then the rub-off is less valid.

Friday, February 08, 2002 #5073
What are the latest job titles which are being used for the persons in charge of doing the planning and media analysis besides media planners?

The Media Guru Answers(Sunday, February 10, 2002 ):
Media strategist might be one. "Latest" has little value when there are wqell understood alternatives, in the Guru's opinion.

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

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.

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."

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.

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.

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.

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.

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.

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.

Wednesday, June 20, 2001 #4500
Dear Guru, Where can I find the report from Ron Lawrence,"Uniform Target Delivery:An Illusion,"Marketing and Media Decision,Desember 1987,in the internet?. The definition of target audience is still too vague for me because of some reason. An example : if i have a product with target audience ABC15+, and I want to find the best possible TV program to get higher Reach and optimal GRP for my campaign at this target audience. Should I go directly to ABC15+ program or I go to A program first, second to B program and third to C program?. If I go to A program first, should I divided it again to Male and Female program?. This is very 'crucial' because most media planner in my country usually go directly to target audience ABC15+. Is it right or wrong?, what is strong and weakness for each methods?, where is the best methods? (go directly to ABC15+ or go to each segment first).thank/ AM-Indonesia

The Media Guru Answers(Wednesday, June 20, 2001 ):
Assuming no part of the target is more important than the rest, you will most likely buy more efficiently on the specific target. It should not be difficult to examine different scenarios. Marketing and Media Decisions has been out of business for years, but back issues might be on file at The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230. or ESOMAR, the European Survey, Opinion and Market Research Organization, or universities.

Wednesday, June 13, 2001 #4482
what is a media planner?

The Media Guru Answers(Sunday, June 17, 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.

Tuesday, May 15, 2001 #4404
I am an a media planner, looking for opportunities to sponsor various web site opportunties for OTC brands interested in reachng MDs. I have been looking at Medscape - a pharmaceutical consumer portal. They sell advertising space and sponsorships on their site. When we look at Media Metrix data to see traffic, and determine whether we want to advertise with them, we see a fairly low number of visitors. We are told that that is because Medscape has an alliance with AOL, and when members go through AOL to Medscape, these visitors are not included in Medscape traffic counts. Rather, they are counted towards AOL traffic. We're talking about over 1 million visitors. Is this true? How can this be addressed? Is it possible to change the way Media metrix counts these visitors or is this standard. I have asked Media Metrix for a response as well, but have not heard back from them yet. What do you think and how would you proceed to address? Thanks.

The Media Guru Answers(Monday, May 21, 2001 ):
AOL, per se, is not on the internet, it is a bulletin board service that predates the popularization of the 'net. Most members dial up directly into the AOL system. AOL provides a gateway out to the 'net for its members and there is also an site which is part of the net.

MediaMetrix, which measures internet behavior, might well be unable to track areas within the AOL system. However, it appears that when an AOL user accesses Medscape, the user is taken to the internet, to Therefore, the MediaMetrix traffic for Medscape would be complete.

With a total universe of under one million MDs in the US, traffic of one million visitors seems quite high.

Wednesday, May 02, 2001 #4354
I noticed in the media strengths sections you don't include Internet Advertising. Why is that? Also, have you seen any best practices in how media people compare tradtional advertising with Internet advertising. For example, how can a media planner compare reach frequency in broadcast with impressions and unique audience in Internet? Any insight would be helpful. Thanks.

The Media Guru Answers(Wednesday, May 02, 2001 ):
The actual reason is that the media strengths page goes back to AMIC's earliest days, late 1994 / early 1995, before the internet was being taken seriously as a medium. But the Guru will now add the following to that page:


Capture audience in the act of shopping (Search engines)
Narrowly select target by site appeal
Instant interaction / order taking
Instant copy change
Customer relationship building
Target customer / deliver ad variant based on customer profile or past action
Powerful environment for computer-related advertising
Streaming allows TV-like audio video within above advantages

Regarding comparing to other media, the differences are no greater than between Radio and outdoor or TV and newspaper. If you compare numbers, it's a clean comparison. If you need to explain communications impact and other differences, it's more complex, but merely a matter of choosing the right words.

Wednesday, April 11, 2001 #4323
Dear Media Guru, my client is a massive audience tabloid newspaper that needs to sell advertisement. Up to now, itīs excesive mass profile has been a problem in selling ad space to poweful brands. What kind of campaigns to the advetisers and the media agencies do you recomend? How can I keep the newspaper in their top of mind? Could you help me with outstanding campaigns? Cecilia

The Media Guru Answers(Sunday, April 15, 2001 ):
Pure size should not be a problem for major, reach-oriented brands. Perhaps it's your demographics. But these are marketing and not media problems.

It's no secret that advertisers and media planners can be reached in trade media like AdWeek / MediaWeek. Something more targeted like our own AMIC might also be effective.

Wednesday, April 04, 2001 #4309
Hie l am so glad that this site exists for us media planners. Its my first time to visit it and l was have so many things that l would to ask you but firstly l needed to know how best you can describe timing/phasing of campaign when preparing for a presentation. Thank you so much.

The Media Guru Answers(Wednesday, April 04, 2001 ):
In words, we have
  • continuous, when activity occurs every week
  • flighting, when activite weeks are separated by inactive weeks, and the periods of activity / inactivity are equal.
  • waves describe unequal periods of actitivity / inactivity
  • Pulsing is very short cycle flighting, such as one or two weeks flights.

  • Introduction refers to heavier levels at the beginning of a campaign or for new copy
  • Sustaining or maintanance refers to the lower levels used when a campaign has been established
. There are as many other terms as there are ways of determining weekly weight. Click here to see discussion of "Recency", another approach to setting levels.

If you are thinking of how to graphically present the levels, a media flowchart, like the sample below, which is an industry version of the Gantt diagram, is most useful.

Monday, March 19, 2001 #4262
Hi there I am a media planner from India and would like to know the various mass media options to reach Non-Resident Indians in the UK Where would I find information of this nature ? Thanks Regards Desperately Seeking NRIs

The Media Guru Answers(Tuesday, March 20, 2001 ):
This seems a rather difficult target. Try contacting travel services in India dealing with the UK for suggestions.

Monday, March 05, 2001 #4231
I would like to know about bartering for media services. As a media planner, what do I need to know about barter deals? What are the benefits/pitfalls for an advertising agency that is bartering with a corporate client? What kind of commissions/fees are typically involved in these type of transactions?, etc. Thanks!

The Media Guru Answers(Monday, March 05, 2001 ):
Click here to see past Guru responses about barter

Tuesday, February 13, 2001 #4177
Dear Guru, I am a media planner from India looking for a change of job from a traditional agency. Can you suggest any options that I can look at?

The Media Guru Answers(Wednesday, February 14, 2001 ):
Within the media field, there are on-line agencies, selling and marketing jobs with media vendors, and client side media work.

Saturday, December 23, 2000 #4063
Dear Guru, I am a very new media planner so I have a very basic question. What is the difference between average Frequency and average OTS and what is the formula for their calculation. Thanking you in advace.

The Media Guru Answers(Saturday, December 23, 2000 ):
"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 ot 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.

Average frequency is the average number of exposures experienced by the members of the target who have been exposed to the campaign (net reach) over a measured time period such as 4 weeks.

Gross impressions ÷ net reach
GRPs ÷ percent reach.

Tuesday, December 19, 2000 #4050
Dear Guru, I am a media planner interested in eCRM. Can you suggest where I can get some dope on this subject?

The Media Guru Answers(Tuesday, December 19, 2000 ):
MicroStrategy is a good starting point.

Monday, December 04, 2000 #4015
Please help! I am currently marketing mobile billboards (Billboard trucks) to Advertisers and thier Agencies. 95% of those I contact seem to tell me flat out (before I even make a pitch) that they don't do mobile advertising. Is there a bad impression towards Mobile Billboards among media planners? Or Am I just not communicating with them in the right way? Thank you for your help!

The Media Guru Answers(Wednesday, December 06, 2000 ):
If you are contacting people who are buying outdoor, then the Guru would expect price or audience documentation to be the main issue.

Friday, December 01, 2000 #4011
What's your opinion on the media planners workload these days. The reason I ask, my director just retired and stated he couldn't handle the increased media to analyse (ie, additional stations, more mags, internet, guerilla, etc.). Back in his day, he mainly evaluated 3 networks and a couple mags. I wonder if all media professional experience burn-out much quicker than ever before. Just wanted your thoughts.

The Media Guru Answers(Saturday, December 02, 2000 ):
Your media director must be even older than the Guru if he could get away with only thinking about 3 networks and 'a couple mags.'

The number of tv options may have burgeoned in the the past 30 years, but not the number of spot markets, not the number of magazines which might be considered for any one campaign. And in that same period computers have taken over the number crunching load. 30 years ago we didn't even have electronic calculators.

Friday, November 24, 2000 #3984
I am currently working as a media planner, and am keen to one day work on international accounts. How much benefit would it be to sepnd two years studying a part time masters degree? The degree I am interested in is a MSc Media and Communications at the LSE.

The Media Guru Answers(Friday, November 24, 2000 ):
Any education can be useful in given situations. But, the Guru does not think this degree would be worthwhile in pursuit of an international job in the U.S. In the UK, the job market may be different. Consult your local employment advertisements for such jobs. Do they require any such advanced degree?

Friday, October 27, 2000 #3921
Dear Guru - I work in a vacuum. Do you have any suggestions for associations/forums that are useful for media planners/buyers? I used to be a research manager and was a member of the MPA and found that to be helpful.I just don't know of any for media planning. Thanks

The Media Guru Answers(Monday, October 30, 2000 ):
The Guru has encountered general advertising organizations, like "The Ad Club" and media research oriented groups like the Media Research Club of Chicago, but never a media planning organization. You will find relevant working groups within The Advertising Research Foundation, AAF, anf American Association of Advertising Agencies.

Thursday, October 26, 2000 #3915
Dear Guru, I'm looking for a source that explains, step by step, the process that a media planner would go through to evaluate trade publiations. Can you help?

The Media Guru Answers(Monday, October 30, 2000 ):
No doubt the process is presented in some media texts: see the AMIC Bookstore (in association with The Magazine Publishers' Association might also have a checklist.

The essential process will be like evaluation of any media: audience quantity, audience quality, "added value" and cost. The differences will come in how audience quality is judged in trade media. This may depend on what categories of business read the book versus your target, how they acquire the book (paid / free / controlled) and the authority of the book in its field.

Tuesday, September 19, 2000 #3809
Dear Guru I am a media planner who is of late being asked to construct lot of net media plans. My problem is that I at times am at loss as what all (in terms of advertising) can be done on this versatile medium?? I am looking for something more than banner ad campaign. Is there an account of what all has been done on this medium in terms of innovation by various advertisers or even various things possible on this medium. Thanks

The Media Guru Answers(Saturday, September 23, 2000 ):
All the ideas for the net have yet to be fully realized. Visit Ad Resource and The Industry Standard for some ideas.

Sunday, August 27, 2000 #3754
Dear Guru, I am new here, after long time of searching i found this site & it looks that this is a great site i still have more to check in. I just would appreciate it, if you could tell me how can i become a professional media planner? in our country we have a lack of books related to Strategic Media Planning or else. I have a BA. degree in Psychology but never studied Advertising or Business Mang. I have good knowledege of Adv. field. And i am working as a media planner for 2 years. I read books, but still feel this isn't enough, i tried to search on the internet in Distance learning, and others but no luck I just need to know what i can do to become a Professional media planner. Can you help me. Thanks

The Media Guru Answers(Wednesday, August 30, 2000 ):
In the U.S. it is not difficult to get an entry level media planning job in the major advertising cities like New York or Chicago, if you have a B.A.

You say you are working as a media planner now, so the Guru is somewhat unclear.

Friday, August 18, 2000 #3716
Hallo, I am a media planner and I would like to attend some seminars in Europe about media planning. Could you suggest what companies I should apply to?

The Media Guru Answers(Saturday, August 19, 2000 ):
ESOMAR, the European Survey, Opinion and Market Research Organization has something coming up.

Monday, August 07, 2000 #3682
Dear Guru, I have been challenged with justifying to agency management the addition of a new media planner. We are primarily a b-2-b agency. Is there an industry standard, or any resourse you can recommend that compares annual media billings vs. number of media department employees (ex: for every $1,000,000 in media billings, you need "x" number of media planner/buyers). I am sure that there is probably no absolute rule for hiring new employees in a media department, however I am looking for some ideas (above and beyone hours worked by current employees) to justify my request. Thanks in advance for your insight.

The Media Guru Answers(Tuesday, August 08, 2000 ):
People per million is a dynamically changing concept. It takes the same number of people today to plan $10 million as it took for $1 million a few years ago. It takes fewer people to paln $10million when it's the budget of a single brand than when it's the budget of 10 unrelated brands.

The American Association of Advertising Agencies is probably the best source of this kind of staffing data on a current basis and addresssing the variables.

Saturday, July 29, 2000 #3663
Dear Media Guru I am a media planner from Pakistan.I need to ask what are the possible comparison tools that we can use while planning for different programs on television.At the moment while planning i calculate cost index, rating index, efficiency index, Avg GRP's, Maximum reach, and avg.viewing miniutes for each time slot. Normally i advertise in time slots with high effeciency index, is this a good comparrison tool for planning or not. Normally the decay factor that i take is 10% is this OK or not. What are the different possible ways to break the adverising clutter on television and increase the possibility of high ad exposure. Thax in anticipation Sarwar Khan Media Manager R-Lintas (Pvt.)ltd. Lahore Pakistan

The Media Guru Answers(Saturday, July 29, 2000 ):
It always fascinates the Guru that countries sharing a common language can use it quite differently when applying it to the jargon of a particular business or interest.

What you are describing as "planning" seems to the Guru to be what he would regard as a buyer's selecting a schedule after a plan has been approved. You haven't mentioned what goals you are pursuing with your schedules. Selecting spots with the best efficiency index (audience versus cost) will get you the greatest total number of impressions, but possibly not the greatest net reach. The best rating is more often likely to lead to high reach, but perhaps not without due regard to efficiency and duplication.

"Decay factor" is an unfamiliar term to the Guru. "Maximum reach" and "average viewing minutes" don't seem relevant to assessing individual spots as the Guru understands the terms.

Overall, the Guru believes you should be comparing possible schedules, rather than individual spots to accomplish planning goals.

Optimizers serve this purpose, but running reach analyses of several schedules can get you there, as well.

Monday, July 17, 2000 #3621
I have just been hired as a media planner. I am new in the field, and I was wondering if you give some guru-like words of advice to a media novice.

The Media Guru Answers(Sunday, July 23, 2000 ):
Question everything, assume nothing.

Wednesday, June 28, 2000 #3587
Where can I find trend analysis on research on advertising by small to medium size businesses. In particular, I am interested in HOW they buy their advertising CREATIVE (i.e., through an agency, develop it in-house, through their media outlet, etc.), and how they buy their MEDIA (i.e., through their agency, media planner/buyer, media outlet, etc.). I am looking for a credible source - research or industry analysis would be great.

The Media Guru Answers(Monday, July 03, 2000 ):
"Small-to-medium" is too vague a term for any standard data compilations. For instance, one government definition of small business is "less than 500 employees." This may be far larger than what you are thinking of. It also may take in range of buinesess not applicable to your needs, from multimillion dollar law firms with two dozen employees and no advertisng at all, to small retail chains doing a loot of radio and newspaper business.

Some useful Advertising Guidelines are available from the Small Business Administration . Even if you refined your question to a more workable definition, like "advertisers spending $1million or less annually" there is no doubt a wide range of answers. Even if you went to an association like AAF you would likely get answers skewed to an agency perspective.

Ordinarily, for general research, the Guru points people to the The Advertising Research Foundation InfoCenter, but this question need to be refined first.

Thursday, June 15, 2000 #3554
Dear Guru: Do you have any suggestions for plotting an annual media plan spreadsheet? I have tried doing it in Excel, but it's sooooooooo laborious, and it doesn't appear MM+ offers it yet in our software package. Do you know of any stand-alone programs? Thanks.

The Media Guru Answers(Thursday, June 15, 2000 ):
With a few tricks, it's not so hard in Excel. In the Guru's opinion, the keys are:
  • Set up one wide column for media names.
  • Set the next 52 columns to a width of 2 characters In the first row, in the same column as the first of the fifty two weeks (let's refer to this cell as "B2"), enter the date of the first Monday of your year, for example, 1/3/00. In the same row, in the next column (Cell C2) enter the next Monday's date, e.g. 1/10/00.
  • With your mouse, highlight these two cells. Then "grab" the little square at the lower right hand corner of the box and "drag" to the right until the dates of all 52 Mondays are automatically inserted.
  • Then, in the cell which will show just the day of the month of the first week, that is "3" under a month-wide, January header, enter the DAY function with a reference to cell B2 i.e. enter =DAY(B2). Then, copy this cell's contents across all 52 weeks. Now you have just the day of the month, which is needed to head each week.
This is the most difficult part of creating a flow chart form. Then you just need to add month headers and summing on the right and bottom, and decide whether you are going to follow the standard broadcast calendar in defining months and quarters. All else is cosmetics.

Or, you could just buy Telmar's system, the All media planner, with "Flowmaster."

Monday, May 08, 2000 #3452
hi i am a media planner in pakistan working for R-Lintas the problem that i face while planning is the clitter and how to deal with specially in TV we have tried different solutions but none worked so i need your in this regard .

When i mentioned clutter i ment the overload of advertising on television where your message is lost. in Pakistan few years back we just had one government owned TV channel so it was easier to attract big chuncks of audiences through advertising but in the past few years the media scene in Pakistan has changed alot now we have three TV channels (24 hour), cable and satellite channels are also very popular so now it has become really difficult to attract same big chuncks of audiences now every individual dwells in his or her own domain of interest and the question now arises 1-How to reach these people who are no more receptive and has more options. 2-How to get maximum mileage out of the limited resources(advertising budget) that we normally have. 3-How to increase the reach and break the advertising clutter 4-How can we make consumers sit and watch our ads?

The Media Guru Answers(Tuesday, May 09, 2000 ):
Part of the answer will depend on how advertisng is delivered. If one minute of programming alternates with one minute of commercial time, the Guru would say it's hopeless. If your TV commercials run in pods, that is, 2 or 3 minute blocks of commercials after every ten or fifteen minutes of programming, then there are a few tricks:

  • Buy multiple commercials in a program
  • Buy the opening and closing position of every pod in a program
  • "Sponsor" a program to get opening and closing and pod-bumper billboards.
  • One technique to increase audience 'chunks' is "roadblocking" which means buying at the exact same time across multiple channels.

Making the consumers 'sit and watch your ads' though, is not a media issue. At best it's a creative question.

Thursday, April 27, 2000 #3425
Are there general guidelines for media planners so that they will know how and when to consider ethnic or cultural groups in the planning process? Are there any planning tools?

The Media Guru Answers(Thursday, April 27, 2000 ):
The three major ethnic/cultural groups are currently almost one-third of total population ( see AMIC's Abbott Wool's Market Segment Resource Locator ): African American is 13%, Hispanic is 12% and Asian American is 4%. The rule of thumb is always "consider" ethnic and cultural groups. There are several common or basic product categories in which these groups have a 150 - 300+ index of usage versus the remainder of population. These include fruit juice, baby products, rice, corn meal, and many brands of beer, popular foods or over-the-counter pharmceuticals.

General advertising doesn't reach the linguistically isolated portions of these markets (50% or more of Hispanics and various Asian national groups). Even those reached, among all the ethnic/cultural segments, are less impacted due to lack of appropriate cultural cues in the general advertising or the media environments.

Upon due consideration, the planner may find that for his or her particular advertiser, no special effort is required. But, the planners may also find that there is a 12% segment of their universe consuming 25% of their product, and reachable through efficient media. It is not really unusual for the "first mover" in one of these market segments to gain 10% market share among the segments, which equates to a gain of more than 1% national share, something that couldn't have been achieved for three times the budget in general advertising.

Non-ethnic segmetns such as the mature market may also bear consideration.

Telmar's media software includes a Spanish TV reach and frequency system, called STRETCH, created by Telemundo

Hispanic Broadcasting System (formerly Heftel) has created En Total which does general Hispanic radio calculations and media combinations.

The African American, Spanish, and Asian-American media all offer research analyses.

Wednesday, April 26, 2000 #3424
I'm doing a campaign for a small restaurant chain with a relatively small budget. The goal is to drive traffic for lunch. I'm going to run in the AM and afternoon drives. Is it really necessary to have a 3 frequency if I'm going to be on the top 3 stations on the same programs each day at the same time over a period of 8 weeks? The schedules that I'm getting back show in the low 2's.

The Media Guru Answers(Thursday, April 27, 2000 ):
The common reference to a goal of "3 frequency" which you may have heard stems from century-old learning theory which found that 3 repetitions of information were required for it to be "learned" and acted upon. Many media planners use this theory and so specifically consider how many members of their target they are reaching at least 3 times.

You, however, seem to be looking at the average frequency of a schedule, which is different. Any schedule with at least three annoucements will have some portion of its reach exposed to 3 repetions. You need to decide what portion of your audience should be reached three times. YOu need to judge this by looking at the combination of all stations: you may be looking at individual stations reach and frequencies.

Finally, you may consider the full 8 week schedule. A station may be reporting to you only the one week reach and frequency, if you haven't specified, all stations, full cume.

With a schedule of just two dayparts on three stations you are probably getting a fairly low reach at high frequency and this is a completely different sort of consideration than the "3 frequency" issue.

Many planners today are abandoning the effective reach (3+) approach in favor of "recency," the concept that the exposure closest to a purchase decision is the most effective one. You plan might agree more with this approach if it has enough weekly reach.

Thursday, April 13, 2000 #3397
Hi Guru. I've just become an official "media planner" you know of any websites for beginners? I find I still hear catch-phrases that I don't understand. Any help out there?

The Media Guru Answers(Thursday, April 13, 2000 ):
AMIC is the place for you. Look up unfamiliar phrases by using the Guru Archives Search Engine.

Thursday, April 06, 2000 #3371
Is there a website where freelance media planners can offer their services? Thanks for any help.

The Media Guru Answers(Thursday, April 06, 2000 ):
Try AMIC's Ad Jobs area .

Tuesday, March 28, 2000 #3349
Dear Media Guru: I am the publisher of a very niche oriented magazine called International Longboarder. We are a year old and the magazine is found in surf, skate and snowboard shops throughout the world. We appeal to men 18-34. Here is my question: what would be three inexpensive ways to let media buyers know about us - specifically those buyers who are looking to reach this demographic? thank you michael brooke

The Media Guru Answers(Tuesday, March 28, 2000 ):
"Inexpensive" is a matter of opinion. The least expensive (free) is a listing in Standard Rate and Data Service (SRDS). Next might be an ad in SRDS. Next, an ad on a media planner's website, like AMIC .

Monday, March 27, 2000 #3341
Hello I am currently enrolled in the 3-year advertising program at Mohawk College in Hamilton, Ontario, Canada. In response to a class project and of great interest to me, I am in search of answers to the following questions regarding obtaining a career in the Internet advertising field. 1. What programs are used in the creation of Internet advertisements? 2. What are the job titles and descriptions of jobs within Internet advertising? 3. What are the specific qualities looked for when hiring a person for Internet advertising? 4. How does Internet advertising differ from other forms of advertising? 5. What should a student keep in mind and focus on while attending school in order to further their changes in Internet advertising related career? 6. Is there an organization solely devoted to Internet advertising? 7. What forms of Internet advertising are offered? (Ex. WebPage design yes, banners, etc) 8. When should a company inquire about Internet advertising as a form of advertising? 9. How long has Internet advertising been around and how has it grown throughout the years?

The Media Guru Answers(Monday, March 27, 2000 ):
Since this is the Media Guru, we will address those of your several questions which relate to media issues.

  1. Not a media question
  2. Other than "webmaster" all internet advertising media titles are approximately the same as in other media: General manager/publisher, sales manager, sales account executive on the website side; Media Director, media planner, media buyer on the buying side. Some companies may have invented special titles either to reflect their individuality or special business structure, such as "Channel manager" when selling multiple sites that can be grouped topically
  3. There should be no specific qualities sought in hiring media people for internet purposes rather than any other media, other than possibly better computer skills and internet familiarity. It was not unusual, in the early days of internet advertising, for employment ads to be signed only with a website or email contact information, so that those who didn't understand such information wouldn't apply.
  4. The chief differences of internet advertising versus other media include:
    Interactivity: Any consumer action in response to an ad generates a reaction by the internet
    Combines the full animation potential of TV with the detail capability of static print
    Consumer action in response to an ad 'place-marker', i.e. the banner, is required before the full ad, i.e. the click-thru target, is exposed
    Unlike other media where the medium's full audience is attributed to each ad, the internet allows us to count actual ad exposures
  5. A student should take any internet courses offered in addition to the full standard advertising curriculum, if working in internet media is the only goal.
  6. There are several organizations devoted solely to internet advertising: The Internet Advertising Bureau, which is the Web site owners trade group, C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) which is primarily, if not exclusively internet focused, is the advertiser/agency internet trade group. Of course there are numerous internet sales representative organizations and ad agencies/media services.
  7. Internet advertising forms include websites, banners (meaning any less-than-full-page ads displayed on websites) interstitials, and e-mail advertising. Within e-mail advertising are three principal types: ads as sponsorships, inserted into subscription email newsletters and discussion group posts, Opt-in email, where the recipient has actually agreed to receive by email commercial information from the sender, and SPAM, or Unsolicited Commercial Email, which is commercial messages posted to newsgroups or sent by direct email. This last is completely disreputable and banned by most consumer ISPs.
  8. An advertiser should consider internet advertising alongside all other media when selecting media for any plan. Internet media should be used when it offers an advantage in efficiency (quite rare), an opportunity to reach an otherwise difficult-to-reach prospect, or the opportunity to deliver a message of a kind or in an environment which enhances message impact.
  9. Internet advertising of one sort or another has probably existed since the early days of the internet. As a real medium, internat advertising is traced to the beginnings of the commercialization of the World Wide Web at the end of 1994. The year 2000 will generate over US$5 billion online ad revenue

Wednesday, March 08, 2000 #3298
Please describe the major steps and information required for Network TV Media Planning at an Agency. What computer skills are needed or research sources most used to evaluate Network? Are there any trade journal articles that would provide a description of this aspect of media planning, as I am applying for a position in this area, but have not planned Network in many years. What are the current Network $/GRP and target delivery efficiencies? What is the current coverage of U.S. Houselholds, for the three major networks? Thanks

The Media Guru Answers(Monday, March 13, 2000 ):
There seems to be some confusion in your terms. The job of an agency media planner is to determine which media are best to meet the advertising objectives of the specific product/service.

In some cases this will include network TV.

When an approved paln includes network TV, the Network specifications are turned over to Network TV buyers. The plan's specifications are not likely to include than demographic target and weight goals, budget, timing, dayparts and/or program types.

Network buyers will then review program package offerings and sponsorship opportunities from the networks to meet all the specifications.

Nothing more than a spreadsheet is really needed, but there are some specific TV analysis programs, including optimizers, in use. Nielsen is the basic audience measurement source used.

When optimizers, which are programs that do extensive analysis of program data to select best schedules, came into use a few years ago, there were several trade articles in Ad Age and MediaWeek about the network buy "planning" process. See the one by Erwin Ephron in our Telmar 30th Anniversary Awards section.

Telmar, AMIC's sister company, also offers an optimizer, called Transmit.

See samples of current rates in AMIC's Ad Data area.

Tuesday, March 07, 2000 #3291
Is there a formula which calculates effective reach and frequency? I know that reach x frequency=grp's, but how can I determine what the effective reach and frequency would be for 100 grp's or 150 grp's?

The Media Guru Answers(Friday, March 10, 2000 ):
Of course there's a formula, but it can be immensely complicated. In fact, media planners rarely, if ever, considered effective frequency before computers became a part of everyday reach and frequency calculation in the 70's.

Your "reach x frequency=grp's" is not a formula, but merely the arithmetical relationship of these quantities as they are defined.

GRPs are the convenient weights and mesures we use in media buying. They are simple statistical measurements, whereas reach and frequency are more complex statistical models In some cases, there are relatively simple reach formulae derived from compiling the actual, measured reaches of actual schedules with known GRPs. The formula is non-linear.

To find the effective reach of a schedule, you first determine level of frequency to consider "effective" and then examine the frequency distribution of the schedule to see how many people have been reached that number of times The frequency distribution shows exactly how many people have been exposed to each integral number of announcements in a schedule.

The math is based on non-linear functions. For any given reach and GRP set, the frequency distribution can vary considerably depending on the media combined and the dayparts within the media.

Monday, March 06, 2000 #3289
Media Guru-- I have been searching for any sort of Media Plannning training opportunities for developing media planners. I am interested in something that will provide some academic foundations as well as some practical application. Any suggestions? Thanks.

The Media Guru Answers(Wednesday, March 08, 2000 ):
The best training is on the job, particularly at larger agencies with formal training programs.

Many universities include Media Planning in their advertising or communications curriculum, for example, The U of Texas, Austin.

Friday, March 03, 2000 #3281
Dear Guru: I recently became the new Sales Director for a regional Hispanic publication. In addition to the Red Book is there a listing or directory of Media Buyers and or media planners I can contact on Line to introduce our publication? Thank you, Rudy

The Media Guru Answers(Saturday, March 04, 2000 ):
The Guru and AMIC are adamantly opposed to the kind of SPAM marketing you are considering and will not offer any help in such a program.

AHAA, the Association of Hispanic Advertising Agencies may be able to provide standard mailing addresses.

Thursday, March 02, 2000 #3274
What are the criteria that a media planner has to consider when planning for advertising on the internet?

The Media Guru Answers(Saturday, March 04, 2000 ):
The criteria are the same as in any media planning: reach, environment, composition, consumer response, etc.

In the internet there are merely different sources, standards, and formulas in dealing with these elements and thousands more options.

A couple of the most important differences are

  • One "page" of a web site gets only a fraction of the audience of the total site, as compared to a page of a magazine, which is treated as if it had the same audience as the entire issue
  • Audience ranking is much less relevant for the same reason: If Yahoo reaches half of all web users, but your banner is only exposed to one million of those unique visitors, how is that different than you banner being seen by one million uniques visitors to a web site which only gets one percent of all web users?

Wednesday, February 09, 2000 #3200
How many media buying companies are there in the US? Is there an association of media planners and buyers? Where can I find statistics on the media buying industry? Thank you Netsek

The Media Guru Answers(Sunday, February 13, 2000 ):
There are numerous media buying companies in the U.S., probably hundreds, in addition to over two thousand ad agencies which offer media service.

The Guru has never encountered any national association of media planners or buyers, though there are some media research assocations locally, such as in New York and Chicago.

A search of the archives of trade publications like Ad Age or MediaWeek is probably the best bet for compiled statistics.

Monday, January 31, 2000 #3175
Guru: I have been an Assistant media planner/Buyer for about 4 months. At my six month review I will be asking for a raise because I am convinced my current salary is well below the industry standard for entry level, even for the low cost-of-living in the market where I am employed. However, the only entry level salary survey I can find to back me up is a 1997 salary survey from Advertising Age. Can you clue me in to current salaries in the industry or web sites that have this current information?

The Media Guru Answers(Monday, January 31, 2000 ):
The best starting point would be the current employment classified in the Sunday New York Times (print version), which should be available in a local library. Your market's salary ranges may be different.

In the Guru's opinion, "industry standard salary level" is a poor argument for a raise, especially for a new, lightly experienced assistant. This is at best a back-up argument when a it is agreed a raise is merited. Achievement and contribution are always most persuasive.

Tuesday, October 05, 1999 #2848
Dear Media Guru I'm a media planner in Thailand. Here we are just at the begining to advertising on the net. Would you recommend a good books on Web advertising? Thank you

The Media Guru Answers(Wednesday, October 06, 1999 ):
There are a few here in the AMIC Bookstore (in association with

Monday, September 20, 1999 #2808
Hi Guru!For maintainence level of advertising for an established brand, on TV why is an OTS of three considered to be a minimum ? Or does no such rule of thumb exsist?

The Media Guru Answers(Monday, September 20, 1999 ):
The 3x rule-of-thumb is based on studies dating back over 100 years to a researcher named Ebbinghaus. He determined that it required 3 repetitions of a string of nonsense syllables for them to be retained by experimental subjects.

Advertising researchers extended the research to posit that only after three exposures to a message would a consumer understand, recall and be prepared to act on the information. media planners then started using an average frequency (as in "Reach and Frequency") of 3 as a minimum.

More recently, the concept of effective reach has used the theory that only those exposed at least 3 times should be counted as "effectively reached." So, for example, a media plan with an average four week reach / frequency of 76 / 5.2 might reach 50% of the target 3 or more times.

Some planners will evaluate several issues surrounding the copy, competition and media options to decide what effective level is appropriate and set a level of 4 or 6, etc. Of course, this is meaningless without also setting a reach goal at the stated frequency level. A plan that delivers 50 reach at 3+ might also deliver 42 at 4+, 33 at 5+ etc, so there is an issue of the goal versus the level at which the plan is examined.

Friday, September 10, 1999 #2784
Dear Guru, What do you think the impact of the recent CBS Viacom merger will be for advertisers and media planners/buyers ?

The Media Guru Answers(Tuesday, September 14, 1999 ):
Generally, less competition means higher prices. On the other hand, more creative promotion packaging is also a possibility.

Wednesday, September 01, 1999 #2761
Is there any source where I can find a whole and specific description of each of the media functions? (media buyer, media planner, media analyst, associate media director and/or media supervisor, media director, etc...)

The Media Guru Answers(Friday, September 03, 1999 ):
The Guru will assume you know the basic job descriptions, in general. You will find that the meaning and responsibilities change to varying degrees from one agency to another. In one "Media Director" may be the top dog of the entire media department. In another, a media director is a group head, supervising only media planning, and with the buying group under other direction, both reporting to an "executive director of media and programming."

media planner may be fairly junior in one agency, the title a new hire achieves after about a year as an assistant. In another agency it is may be a much more senior position, averaging 6-8 years of experience.

The most likely place to find a published - but not necessarily official - set of job descriptions is the American Association of Advertising Agencies.

Friday, August 13, 1999 #2714
I currently sell screen printing, p.o.s. signage, fabricated plastic and Sheetmetal. I have been concentrating on the point of purchase display Industry as it is what my background is in and my companies have a lot of Experience with point of purchase houses. Recently I have been knocking on The doors of advertising agencies. Should I be asking for the media buyer When calling or should I be asking for someone else. I know ad agencies Come across all types of promotion opportunities and I know I can help

The Media Guru Answers(Friday, August 13, 1999 ):
It would be exceedingly rare for media planners to be invloved in POS materials. It's somewhat rare for agencies, except in the creative end. If you talk to agencies, see Print Producers, or Account execs. Some agencies may have a promotions department who deal with what you are selling.

Tuesday, August 10, 1999 #2704
I am a media planner for an advertising agency. I am working on a media plan for the 1999-2000 winter season (November till April). The product is a well-established brand chocolate snack bar. The plan consists mainly of TV advertising. I am thinking of applying the Recency strategy throughout the whole season. My question to you - how much of the weekly schedule should be in Prime Time? What is the minimum required and what are the reasons? Can you refer me to any literature on this subject? Thank you.

The Media Guru Answers(Wednesday, August 11, 1999 ):
Recency is about delivering reach with as much continuity as possible, so that your message is always reaching the most people as close to a purchase decison as possible.

Recency does not specify a daypart mix. Of course, in working on a recency based plan, you will explore various mixes to establish which works best to deliver continuous reach for you budget/ Thus the cost of building reach with prime is a key factor.

Friday, August 06, 1999 #2696
I am in the business of selling banner inventory and it is like pulling teeth to get in touch with media planners and when i do make contact they blow me off.can you offer some advice on makeing contact and working with planners.

The Media Guru Answers(Sunday, August 08, 1999 ):
Try Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

Friday, August 06, 1999 #2695
can you give me some advice on makeing contact with ad agency media planners.I sell online ad inventory.

The Media Guru Answers(Sunday, August 08, 1999 ):
Advertise to media planners in MediaWeek, Standard Rate and Data Service (SRDS) or AMIC .

Otherwise, like any media salesman, build a target account list, find out what agency handles it and call to find the planner. It is annoying to busy planners to have sales men call to say "I'm selling "X," so which of your clients can uses it?"

If you think your offereing is of general interest, you might talk to media directors to arrange a departmental presentation.

Have good materials ready to mail to planners who have some interest. Planners are legitimatley too busy to sit down for a meeting with every salesman who wants to. They have to judge before meeting whether there is potential use for what you are selling in their media plans.

Friday, August 06, 1999 #2694
Dear Media Guru, Could you please explain what Tapscan is and how it is used by media planners & buyers? Thanks.

The Media Guru Answers(Sunday, August 08, 1999 ):
Tapscan is software which allows buyers to evaluate buys and media by manipulating data including the syndicated research, such as Nielsen, Arbitron and Scarborough.

Thursday, August 05, 1999 #2690
Dear Guru, I am a media planner in India. We have a research agency which provides us data on television viewership. The data is collected by a peoplemeter which has a picture matching technology. The problem I am facing is that the TRPs Or TVRs as they call them are calculated on the basis of the sample on that particular day, whereas Reach for a programme/ spot is calculated based on the sample on the sunday of the last week of your analysis. To give an example, if I have a spot on the 1st of June and I select my period of analysis as 31/5/99 (Monday) to 13/6/99 (Sunday)a period of 2 weeks. The TRP for my spot would be calculated based on the sample of the 1st of June, but reach would be calculated on the basis of the sample on the 13th of June. This gives me two major problems. The 1st being that my TRP and Reach figures have little relation. The 2nd being that the reach figure given for the given spot on the 1st of June would vary depending on the last week of my analysis. This is a problem that manifests itself when I try to plot reach curves. If I state that my brand has achieved 50% reach by June, I could be in trouble the next month where the reach figure might actually drop purely because of a change in sample size. I would like to ask you if you face the same problem in your country. Or is there a better system to report data. My research agency says that this is the best method, I refuse to agree. Please do enlighten me. Regards Ajay

The Media Guru Answers(Sunday, August 08, 1999 ):
The system you describe does not make any sense to the Guru. Ratings and reach should be based on the projection to the population represented by the sample, so changes in daily sample size would not be a factor in the base. Usually, samples across days can be added to increas the sample for a period of time.

Thursday, July 29, 1999 #2669
What is the role and job definition of a media planner in a creative agency v/s that of an AOR agency ? Does the creative agency media planner need to give detailed plan schedules which include channelwise grps in order to justify reach/freq objectives to the AOR agency?

The Media Guru Answers(Saturday, July 31, 1999 ):
"AOR," or Agency of Record is a buying function and there is no inherent reason for a planner's role to be different. The planner should not need to "justify" anything to an AOR, assuming plans are approved by the client before buying instructions are communicated to the AOR.

Of course, there can be situations where specific rules have been set up going beyond the typical AOR role.

Monday, May 31, 1999 #2548
How do you determine reach and frequency for a site?

The Media Guru Answers(Monday, May 31, 1999 ):
Reach is the number of different people exposed to a message or media vehicle and Frequency is the average number of times the person reached is exposed in the stated period. On the web, unique visitors is the term used for "different people," and the period of time usually considered for average frequency is one month.

If your site has server log analysis software, like HitList , for example, it can tell you the number of unique vistors per month, and also the total number of page impressions served. Monthly page impressions, divided by unique visitors = Frequency .

Also, syndicated, user-centric, web ratings services like MediaMetrix report on these audiences independently. Hoever, only the top few sites, less than1% of all sites, are big enough to be reported.

Traditional media planners are used to expressing reach as a percentage of a target audience. However, for most sites, this percentage would be vanishingly small. Only the top few sites among MediaMetrix's sites reach even 1% of active web users: the 50th ranked of the 15,000 they measure reaches about 3 million unique vistors. This would be about 3% of the perhaps 100 million people on-line in the U.S. and Canada.

Monday, April 26, 1999 #2472
Dear Guru, Over the one year that I have been following the queries and discussions on this web sites, what strikes me is that while discussing a Media Plan,there is no mention of involvement as a factor when the consumer is watching television. Do media planners not take into account the involvement levels of the audiences while planning ? Why is it that we talk of Reach/Frequencies etc and not about Involvement? Are there any publicly available studies on the same ? If not, is it legitimate to assume that agencies.. 1. Do not look at Involvement while planning 2. If they do, they do so based on certain assumptions and not on hard data. Thanks

The Media Guru Answers(Monday, April 26, 1999 ):
In the early '80's, a service called TAA (Target Audience Assessment?) offered audience involvment ratings. The service didn't last long.

Long before that and since then, factors like audience attentiveness have been used to judgementally adjust media audiences in media planning.

The new "Optimizers" allow easy overlaying of these factors and other involvement indicators like audience loyalty, in planning and buying.

However, the Guru imagines that more plans (though perhaps not more money) ignore these factors than use them. They are abstractions of unproven value in judging the sales power of media.

The most likely publicly available source of such data would be Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

AMIC's Rates, Dates and Data area provides some of these attentivenss factors.

Sunday, April 25, 1999 #2470
Do you know of a good book detailing the process in developing the Media Plan. I am beginning a job as an asst media planner soon and would like to get a better knowledge of what a REALISTIC plan looks like and what goes into creating one. I am already familiar with the basic terms, etc and would like a book that not only describes what terms mean, but how to actually develop the Media Plan. Thanks.

The Media Guru Answers(Monday, April 26, 1999 ):
You can review the titles offered in the AMIC Bookstore (in association with The Guru does not believe that any text book gives a "realistic" plan. They are all reather idealized and don't reflect what one is exposed to in real world work situations.

Thursday, April 08, 1999 #2434
My client was told from a previous agency that 100 points a week is a standard guideline for television advertising, for sustaining levels. I know there are tons of factors that would really go into developing point levels, but other than showing r/f and eff 3+ numbers is there any way to source this or provide rationale? The client is looking for it. Thanks as always.

The Media Guru Answers(Thursday, April 08, 1999 ):
As a regular correspondent of the Guru's you certainly knew that an agency saying 100 GRP / week is "standard" is a sign of ignorance, at best, and you've come to the Guru for help in debunking this nonsense.

Looking at the 4 week reach of 100 GRP / week might show a 100% variation in reach, frequency or reach at 3+ based on daypart choice, for Adult 18-49. So ignoring whether daytime or prime is used is foolish. Will 50 GRP/week of Prime do the same communication job as 100/week in day?

When GRPs are seen as just weight, with no consideration of programming content, reach potential, frequency, etc, one suspects media planners have not even gotten into the game.

Factors such as how high is the introductory weight, how high is the competitors' weight how long are flights vs hiatuses, should all influence a choice of sustaining weight.

The simplest way to rationalize for your client is to show how different the reach and frequency of 100/week can be and what the competition

Thursday, March 11, 1999 #2385
Will you explain to me how one ad size is better or worse than another? For example: 1/4 pg bw @ $830 with a $36.09 CPM - vs 1/8 pg bw @ $520 with a $22.61 CPM (within the same publication). I am working on a mediaplan and I am not certain which one would benefit my client more and/or how to justify it. Thanks!

The Media Guru Answers(Friday, March 12, 1999 ):
It is very straightforward to compare cost or cpm of two ad units. Creatives usually like a bigger ad (and will judge executions from across the room).

The question for a media planner is "if ½ page costs 60% more than ¼" does the larger ad give 60% better results?

"Results" might mean sales, copy recall, awareness or many things. And the percentage differential in question is key. Rarely if ever does a spread do twice as well as a page, though it cost twice as much. Cost must be balanced against impact. One of the common research bases of results comparisons, when past sales results are not an available standard, is Starch .

Thursday, February 18, 1999 #2347
As a buyer I have always been given the necessary information needed to put together a buy. I am currently in a new position, and I am being asked to provide information that I've never concerned myself with before, or gotten involved with the how's or why's of the decision. I'm in dire need of help. Here goes: I have been asked to determine the number of GRP's that should be used in a proposal for a new client. I have not received any budget information. The schedule will run 6-8 months, my demo is A 25-35 and the GRP's should be spiked during the 1st & final week of each month. Also, I am to include TV, Cable, and Radio. My question is: Do I simply request avails from the various TV & radio and cable stations within the market, put together a proposed schedule based on the avail information I receive, and add up the number of GRP's accordingly? HELP!!

The Media Guru Answers(Thursday, February 18, 1999 ):
Congratulations, today you are a media planner. But apparently you are working with people lacking professional advertising experience or perhaps a retail client.

You either need some marketing goals input or you need to suggest some goals and get agreement before proceeding. You have been presented with a question equivalent to "how many pounds of nails are needed to build a building?"

You need to know how big a building, what materials it will be made of, how many nails in a pound, to what use will it be put and how big must it be?

To recommend schedule weights you need either a budget or a communications goal to deliver. In media / marketing terms you need to establish -- whether you are given direction or someone accepts your suggestions:

  • What has priority: Reach or frequency?
  • is there a minimum reach or effective reach to attain; per week, in four weeks, or in total?
  • To help answer those questions, if no simple answer is available, you might ask is it a new or established product or service?
  • What levels are used by the competition, if any?
  • Are there any specific product awareness, ad awareness or sales volume goals?
  • (In planning advertising, assume everything is a result of advertising: there is no awareness among people not reached; there are no sales to people who are not aware of the product.)

Knowing all this, you could examine reach frequency and continuity impact of various levels and combinations of your media choices. In other words, you somehow need to establish what must be accomplished by the GRPs, before you can decide how many to use.

It is puzzling, in this great information vacuum, that someone has decided to "spike" certain weeks. Apparently there is some information around which you haven't yet been given.

Tuesday, February 16, 1999 #2339
As a media planner wanting to integrate ambient media into a campaign, where can I find information about the various ambient media contractors in the UK and international?

The Media Guru Answers(Wednesday, February 17, 1999 ):
The Guru does not believe the term "Ambient Advertising" has become common industry usage as yet. A Yahoo "advanced search" for "outdoor advertising UK" will return web sites of several vendors of the sort you are seeking.

Thursday, January 28, 1999 #2293
While trying to decide the future potential of DTH as a medium/entertainment option, I came across this view that the USP of DTH being the abundance of choice it offers to the consumer, it will face obsolescence at the hands of cable-delivered internet/web TV. How likely do you think this is? What are the possible ways in which DTH can hold its own ?

The Media Guru Answers(Thursday, February 04, 1999 ):
There is another important DTH advantage: it can reach homes not "passed" by cable, though these are relatively few.

True, cable should soon be able to deliver as many choices as satellite, making the competition essentially price-based. A big disadvantage to satellite is the failure of the systems which the Guru has seen to offer any savings for connecting additional sets in the home, while cable typically discounts added hook-ups.

Adding commercial-free channels might help DTH penetration, but that doesn't help the media planner.

Tuesday, January 26, 1999 #2290
Hi Guru! I have a new advertising venue I'd like to jump-start (March air date)and looking for suggestions. I have 1 minute spots available on a major airline in-flight programming for International flights only featuring "The Best of the Web". Looking for a few quick sponsors to jump start this. As an alternative to having our salesperson call all over the place, because of the near term of the air date, I'm looking for the best direct way to expose the inflight venue.

The Media Guru Answers(Tuesday, January 26, 1999 ):
The answer will have to be advertising, of course. To reach media decision makers quickly, one option would be a web site devoted to media professionals, like AMIC. Otherwise, if you have a list of potential advertisers (in-flight magazine advertisers, perhaps?) and their agencies and can get e-mail addresses of the relevant media people, that would be a quick approach, but might get a negative reaction as "Spam."

Since you have ruled out telemarketing, the only other option would seem to be the advertising news section of newspapers in major ad markets like NY, LA, Chicago, Atlanta, etc., or the weekly ad trade press like Advertising Age and AdWeek. Of course, these last few are less focused on media planners and buyers.

Monday, January 25, 1999 #2288
Under the new measurement system in India, we do not get Ratings. We get TVRs (about which I mailed you earlier) which are not equal to reach . To find reach, I have to do a separate analysis.

My original query was that why is TVR being used at all in the first phase. What advantage does a TVR have over the Ratings that it has replaced as a system of measurement ?

The Media Guru Answers(Monday, January 25, 1999 ):
What you call "TVR," a time specific audience, is equivalent to the U.S. term "Rating."

What you call "Rating" is equivalent to a little-used U.S. term, "Total Audience Rating, or the accumulated net audience over the duration of a program episode, or the "Reach" of that episode.

The advantage of TVR is that it gives an audience that relates to the commercial aired in the time period. U.S. reach systems are keyed to working from TVR style commercial audiences.

The total audience of a program (your "Rating") does not relate to commercials' audience, which is what a media planner is focused on.

Except in the (rare) case of full program sponsorship, the Guru sees little use to a media planner in what you term "Rating."

Friday, January 22, 1999 #2285
Dear Guru, This is a bit of a theoritical problem.I am currently working on a shaving cream brand which has been on decline for a few years now. Currently it has a market share of 3.9% and is ranked 7th.The markets where it is doing relatively better are actually the smallest markets, but here too, it is not better than 5th on market shares. It has a media budget which is about 1/5th of the biggest spender, which incidentally is not the market leader. My dilemma is - in the given scenario, for a relaunch, where should media focus be - on the overall smaller markets but where the brand is but marginally stronger or on the bigger markets for the category, where a greater potential lies ? The distribution strength is the same in all markets and no directions have been provided by the marketing team on priority markets. Thank you Guru. My name is Abu Huzaifa and i am media planner in Bombay, India.

The Media Guru Answers(Friday, January 22, 1999 ):
Firstly, these are really marketing issues, not media issues, but to try to look at it from a purely media perspective, consider:

Think beyond the "bigger opportunity of the larger markets," because the impact you can deliver in a market is important. In other words, do you get more consumer response to 100 GRPs against 2 million people or 200 GRPs against 1 million people?

For example:

1. Assume that every impression delivered, no matter the market size, has the same potential to generate sales and / or share growth - where will your budget buy the greatest number of impressions?

2. Assume that the ability of the impressions to generate sales growth is influenced by current share of market. Estimate the value of this effect, plus or minus. Apply this weighting to the impressions you can buy and recalculate sales potential, according to paragraph 1.

3. Or assume that every exposure after the third one (or a level of your choosing) is some degree more effective. How many "effective impressions" can you deliver to each market set?

Sunday, January 10, 1999 #2257
Dear Guru. I am a media planner in India. Need some information on latest effective frequency models. The Ostrow model as described in the Scissors and Bumba is the only one I have seen. Are there any other models developed? Also it would nice if you could pass on some info on recency planning theory.

The Media Guru Answers(Monday, January 11, 1999 ):
The Advertising Research Foundation library would be the best source for alternative models.

The Guru has often discussed recency. Click here to see past guru responses on recency planning

Thursday, January 07, 1999 #2251
Hi there I am a media planner from India and would like to clarify the method of calculating BDI & CDI for a country like ours where population dispersion is not uniform across the SocioEconomic Class (the parameter used for setting the target audience. Iit is a cross tab of education and profession of the chief wage earner of the household) in different markets In such a situation is it advisable to use the total population of the country rather than Target Group Population. Sissors and Bumba advise using the Total Population but i guess thats more applicable to developed countries where TG dispersions are uniform Thanks a lot

The Media Guru Answers(Thursday, January 07, 1999 ):
The concept of BDI and CDI is based on different sales rates (units or Dollars of sales ratio to units of population) within specific marketing regions.

Logically, the same demographic should be used locally and nationally. If each person in demographic "X" consumes 10 units of "y" nationally, than the national rate is Y ũ X.

In each market, the demographic population is also compared to consumption and a similar ratio calculated. Then the market's ratio ũ the national ratio becomes the BDI or CDI, depending on whether Brand or Category data, respectively, was used. If the total national population is the base but you use the target pop. in markets, then each market's CDI is inflated by the same percentage. That is, if the target was selected because its members, nationally, have a 150 index of consumption of the product, then each market's BDI would be inflated by 50% if the National population was used as the BDI base.

On the other hand, there may be not difference in effect, because in either case, whatever the national base used, the realtionship between markets will be the same.

However, since it is really sales, not people with which you are dealing, it is cleaner to use total, not target population in each case. Otherwise you assume that in every market, target members consume the same, which obviates the BDI excercise. Suppose someone other than the target is a major consumer in some geographic are, why mask that in planning market allocation? After all the whole idea of BDI/CDI is based on the concept that a product's consumers are not evenly distributed demographically, even in countries where some demographics may be.

Monday, December 14, 1998 #2219
Dear Guru, How would you define the role of a media buyer? And what would you say are their principal tools and techniques?

Have you any suggestions as to where I can obtain information on media buying from a complete novice angle? How closely are media planners and buyers related if at all?

The Media Guru Answers(Saturday, December 19, 1998 ):
Generally, a media buyer's role is to negotiate the purchase of broadcast time or print space in accordance with the goals established in the media plan. More often, people with the buyer's job are broadcast specialists and print is often negotiated by the planners. There are more and more print specialists. This differs from country to country and according to agency size. Smaller agencies in the U.S., for example, often use planner / buyers.

Tools are the research to evaluate the value and appropriateness to fulfilling goals of the media possibilities. The techniques use various calculations and evaluative processes to compare media and negotiating techniques applicable to any form of negotiation.

The media planner's job is to determine which media will meet the advertising goals of an advertiser, within stated marketing and creative parameters. This means selecting media, designating vehicles within the media, determining levels of media to use and timing.

For the basics, try one of the media planning texts from Amazon .com in the AMIC Bookstore.

Friday, December 04, 1998 #2199
Dear Guru, From your point of view, what would be the principal reasons why media planners would prefer to use one media rather than another? Taking into consideration TV, Radio, Press, Outdoor, Direct Mail, Cinema etc. What would you consider as being the attraction of each to the media planner? Many thanks for your help

The Media Guru Answers(Friday, December 04, 1998 ):
The Guru hopes that professional planners are looking at these media for their contribution to achieving the objectives and strategies of the advertiser, not for individual appeal to the planner.

Sometimes a product needs a visual medium to illustrate product benefits or shelf appearance. Other times a better known or less differentiated product benefits most from the frequency of radio.

Please visit the Guru's Media Strengths page.

Wednesday, December 02, 1998 #2194
Dear Guru, can you name any media analysis tools and media predictive tools that media planners use on a regular basis without being too technical, of course. Many thanks

The Media Guru Answers(Thursday, December 03, 1998 ):
Here are several:

  • Reach: the number of different target households or persons exposed to a campaign (most often expressed as a percentage of the target universe, and most often calculated over a 4-week period).
  • Frequency: The average number of exposures of the campaign to those reached.
  • Gross Rating Points (GRP) / Target Rating Points(TRP): Essentially interchangeable terms for the sum of the audiences of all the ad units in the campaign, expressed as a percentage of the target universe.
  • Gross Impressions: Same audience count as GRP/TRP but expressed in whole numbers rather than percents.
  • CPP / Cost per GRP and CPM / Cost per thousand impressions: should be self evident from the previous. These are referred to as the "efficiency."
  • Effective reach: Those in the "Reach" who experienced a specified minimum number of exposures (effective frequency)

All the above stem from the audience research tools and investment figures. So called "reach and frequency" systems typically generate all these figures.

Other tools, especially in print media are also occasionally used. These may include "time spent with" media vehicles, "page openings", attentiveness, etc.

Monday, November 30, 1998 #2188
This is more of an office etiqette question but maybe you can help me out. My media planner is not dressing appropriately for the office. What is the politically correct way to tell her to dress more professionally? This really applies to her hair. Thanks Guru.

The Media Guru Answers(Tuesday, December 01, 1998 ):
This is certainly not a media question, but . . .

If you just have a personal objection to her hair style, you probably should ignore it. If the hair style is inherently disruptive or offensive to clients and vendors, to whom she is visible, then you should point out that particular aspect of the problem. There should be a written office policy about dress and grooming which is generally distributed and the hair issue discussed in the context of the policy, rather than taste.

Monday, November 30, 1998 #2180
Dear Guru, can you tell me about the tools and techniques that media planners use? or failing that, where can I get hold of information on the above? Thanks for your help

The Media Guru Answers(Monday, November 30, 1998 ):
This is the contents of an entire university course or two, or perhaps the learning of a year or two's work.

For some idea, see the Guru's Parts of a Media Plan.

Friday, November 27, 1998 #2177
Dear Guru, I am about to begin a market profile on media planning in the UK. I've got hold of some books on advertising, but there appears to be a close synergy between account planning and media buying in the books I have. What actually is the difference in the specs of the two roles, is there a very fine line or just differing titles for essentially the same job? Many thanks in advance for your assistance.

The Media Guru Answers(Friday, November 27, 1998 ):
An account planner is not a media planner, but is the liaison between media and the other key strategic disciplines, of research and account/marketing management. The responsibility is to assure that media planning, creative, etc. are all working from the same understanding of the consumer.

Media buying is an executional responsibility which is a partial fulfillment of the strategic process.

Friday, November 06, 1998 #2130
Dear Guru, Thanks for your service.What are the terms associated with online media and its defination(like CPM,CTR etc).What are the factors media planners consider when they plan for Online campaign.

The Media Guru Answers(Friday, November 06, 1998 ):
For terms visit the Guru's web glossary


Net or gross audience.


Cost per net or gross audience, cost per response, cost per sale, cost per dollar revenue.


These are mostly the same as a traditional media planners considerations, but measurements and terms are different

Wednesday, November 04, 1998 #2122
1) Guru, Could you please explain what is meant by implementation planning ? Where does it fit into the media planning process?

This is with reference to my question on Implementation planning.

Implementation Planning as I came across it was unexplained and there wasn't any context to it. I came across it in a curriculum vitae of a media planner. I haven't met this person whose CV it was and neither are there any chances of me seeing him.

I do understand, as you clarified that this may be a proprietary term, etc. but what does it mean in media jargon ? U see, I think it'd have to do with plans for implementing (on a monthly basis)a business plan made for the year and evolving buying strategies ? please do answer my query since I'm quite anxious to hear from you.

2) Also, When is the library of media plans that AMIC is to have, coming online?

3) Guru, one last question. The books that you reccomend from the AMIC-Amazon bookstore are for new or relatively new planners. what books would you reccomend for planners at a middle level ? Please, no Amazon - my searches on online bookstores have proved fruitless. can you reccomend a few titles, maybe I can scour a second hand bookshop, somewhere.

The Media Guru Answers(Thursday, November 05, 1998 ):
1) As the Guru commented in his private request for clarification, Implementation planning is notstandard media jargon. (many agencies develop their own terminology for proprietary processes or approaches to common tasks).

It could describe what some call "buying platform" which compiles all the considerations for choosing and negotiating media during the "implementation" of an approved plan.

Or it could mean the work flow / critical path for implementing an approved plan; an intermediary step between planning and buying.

Or it could be referring to a philosophical approach to creating a plan, like "recency planning."

2) The call for submissions to the Guru's AMIC Media Plans and Research Library is expected to be announced this week. (AMIC's media Guru is often asked where one might find a sample plan or research analysis to serve as a model for one's own project. As a service to our advertising professional members, AMIC is collecting a library of AMIC users' media plans and research analyses which can serve as models or starting points for your own projects.)

Registered AMIC users can expect to get details in their AMIC-News November e-mail. Have you picked out one of your own plans to submit?

3) Media planning texts are inherently basic. Beyond that, more advanced learning is best derived from

  • experience - learning from those with whom you work
  • trade publications and conferences - the two latest big issues in advanced planning: recency planning and buy optimization, have principally been documented in these forums, and
  • information, whether texts or otherwise, from related areas such as marketing.

Tuesday, November 03, 1998 #2121
I have been asked to write a report on media planning and buying in the UK, such as what it involves, what the drivers are, and how it fits in within the advertising industry as a whole. What can you possibly recommend as some good sources to use in order to gain a good understanding of this sector of the industry?

The Media Guru Answers(Tuesday, November 03, 1998 ):
What you propose requires a great depth of understanding of a professional field. Reading a few issues of Campaign or some other trade publication won't be enough. Your best bet is to talk with some experienced U.K. media planners and buyers at a firm like Zenith Media or M&C Saatchi

Friday, October 23, 1998 #2111
Dear Guru, I am currently working as a media planner . I would like to graduate to media planning on the Net. How do I go about it ? Are there any specific schools offering courses that can help ? Thank You

The Media Guru Answers(Monday, October 26, 1998 ):
The Guru is not aware of any schools offering interent media planning courses on an a la carte basis.

In the Guru's opinion, internet planning is based on three elements

  • An understanding of media planning in general
  • An understanding of the differences in how some of the basics apply in the internet arena
  • Knowledge regarding types of sites, techniques and tools used in working with internet media

Perhaps you can add the missing elements by getting involved with interent work being done at your current agency. Perhaps you can find an online specialist agency looking to hire someone with your background (how else do you suppose internet planners get the first of the three elements?)

The Guru hardly considers this process to be graduating to internet planning. Specializing in one medium rather than working with all media is a narrowing of expertise.

Wednesday, October 21, 1998 #2104
Dear Guru: I'm a media planner with a media independent company. One of the most often requested assignment by my clients is media budget setting. I know there's gotta be either books or resources where I can look for budget setting model (eg., advertising:sales ratio; SOV:SOM; etc.) Could you please help me out on this topic? Thank you very much.

The Media Guru Answers(Friday, October 23, 1998 ):
The Guru's recommneded books for media planning are listed in the AMIC Bookstore (in association with The Advertising Research Foundation library will offer articles on this topic.

In either case, you will find out how to apply these models and what kind of result you will get, but probably not much basis for choosing between them. This is usually a marketing decision, supplied to a plannner as direction. So if you merely need to determine a budget within one of these marketing allocation models, you're all set.

Tuesday, October 13, 1998 #2093
I am a novice at media planning. Recently I acquired a job as a media planner due to my overall advertising experience. I've been assigned a medical account with a focus on orthopedic surgeons and the media type is print. I've been instructed to base my analysis for publication recomendation on CPM. The number of orthopedic publications is limited but I feel there should be more to my analysis than CPM. Can you tell me what other types of analysis I can do and how to accomplish them?

The Media Guru Answers(Thursday, October 15, 1998 ):
If you have titles that are not purely for orthopedists, then you can compare their compostion -- the percentage of audience who are orthopedists. This indicates their focus on your target.

If you have the specialized physician audience studies, i.e. PERQ's FOCUS, you can compare audience duplication between titles and develop reach and frequency for various schedules of the publications you might use.

The same study might tell you which titles have more audience members who purchase what you are advertising.

An editorial analysis might show that some titles have more coverage of the category of the product or service which you are advertising.

An advertising analysis might show which books get more of your competitors' business.

Monday, August 03, 1998 #1987
Dear Guru, I am new to media planning and have been asked to predict the major changes for media planners over the next five years. can you give me any starters? Thanks in advance

The Media Guru Answers(Monday, August 03, 1998 ):
Since this must be a training exercise for new planners, isn't asking the Guru cheating? But since this sort of exercise is silly anyway, the Guru will go along; after all nobody would have predicted the media planners' involvement in on-line, five years ago.

Come to think of it, on-line may have been the only major change of the past five years.

For example,the incremental importance of cable and the slow decline of broadcast ratings is not a major change for planners. They face the same questions, but the answers have changed somewhat.

The new millennium, whether one considers the "popular" start date of January 1, 2000, or the actual date of 1/1/2001 will, no doubt, be a time to look for new approaches and focus more on the future. Marketers will finally recognize that the various major ethnic markets: Hispanics -- newly the largest ethnic group -- plus African American, Asian American and smaller minorities will encompass most Americans in the first decade of the new century. This will mean planners must pay far more attention to assessing the importance of and covering these market segments.

Also in the next five years the Guru sees the debate between advocates of "Recency" plannning and those backing "effective reach" being settled. Categories of marketing or rules on which to base application of one or the other will be clearly defined and two distinct styles of planning will emerge.

Finally, coming back to online, the internet's amazing growth will max out. No more than 50% of the population is likely to be on-line. The internet universe and internet ratings, on a U.S. basis, will be readily available, so that on-line media will become just another element of media plans. Specialist agencies will fold into general agencies and internet media will have no more mystique than out-of-home.

Friday, July 24, 1998 #1973
I need help! I need to know the forumla (or formulas) for figuring the reach and frequency on a television schedule. I need it to be demo / and have the following information: universe, impressions and grps. What else do I need and what is the magic FORUMLA! At this point we are using the cumulative impressions into the universe to figure the reach - but could that be right? I don't think so - but the reach is what I need to figure (already have grp and freq is easy if I have reach!). Please help - and thanks tons.

The Media Guru Answers(Friday, July 24, 1998 ):
When you divide the accumulated impressions by the universe, your result is GRPs. There is no simple reach formula unless you already know GRPs and frequency. There are various very complicated algorithms for calculating reach for a given average rating size, known average duplication between programs used, etc. "Beta Bimodal" is one of the best known.

But today, Reach calculations are done by computer, using models built from Nielsen's actual measurements of net audience reach from meter-measured schedules.

Telmar, AMIC's sister company, is the leading provider of software for such analyses.

Before computers were commonplace, media planners had tables which gave reach for various GRP levels depending on demos, dayparts and duplication. These, too, were based on average Nielsen audience accumulation reports.

Monday, July 06, 1998 #1937
Dear Guru, I'm trying to find info on the relationship between reach and frequency known as the prime axiom in media planning. Such as, what it is, why is it useful and how is it directly or indirectly measured? Also, I need research on the volatility of broadcast media. For instance, how can broadcast media avoid law suits if they fail to run a commercial. I'm frantically completing a take home exam for a graduate class and can't find research on these topics. Any help you can give would be greatly appreciated. I'll let you know if we get an "A."

The Media Guru Answers(Tuesday, July 07, 1998 ):
One wonders at the sort of course where these terms matter but are not thoroughly taught. Reach and Frequency are the weights and measures of a media plan.
  • "Reach" tells you how many different people are exposed to an advertising schedule. It is commonly expressed as a percentage of a target group's population. E.g. 75 percent reach among women 18-49.
  • "Frequency" tells you the average number of exposure to the schedule experienced by the people reached.
The usefulness should be obvious: no matter how great or impactful an ad may be, it will not sell product unless it reaches enough people and reaches them frequently enough to have an effect on their behavior.

The various research tools media planners use which measure the audience of TV shows, radio stations, magazines, etc can also tell us how many people are reached by schedules of several uses of theses programs and books. From these direct measurements, statistical models are built which can estimate the reach and frequency of schedules being planned. media planners can therefore compare alternate schedules to determine which ones will best meet reach/frequency goals.

Thinking of pure arithmetic relationships, reach and frequency are linked with GRPs -- Gross Rating Points. When the ratings (audience as percent of target group) of all the individual ads in a schedule are added up, the resulting total is GRP. GRP divided by reach = frequency and reach X frequency = GRP. 2. Mistakes happen. Fine print in contracts protects broadcasters against liability if they inadvertently miss airing a commercial, or deliberately do so because a higher paying advertiser comes along, or because the decide to air a news special. etc. Their only obligation is typically to give a "makegood," another commercial location with equal or better quality.

Tuesday, May 12, 1998 #1589
I am a interactive media planner currently tracking a buy via a third-party ad server. When comparing the results from one site with the third-party server, the difference between the impression delivery and clicks is enormous (about a 600 click difference). My third- party sales rep says that this particular site counts clicks that are generated by robots and spiders. I did not know that spiders were clicking on banners??? Please help me make sense of this Guru!

The Media Guru Answers(Tuesday, May 12, 1998 ):
Perhaps he said the site counts impressions generated by robots and spiders.

Since Clicks must always be less than Impressions, only that version would explain robots and spiders increasing the discrepancy.

Thursday, May 07, 1998 #1584 to achieve better reach in lesser media budget? 2.please provide some tips on clever media planning. 3.who is best media planner as per you and why?

The Media Guru Answers(Friday, May 08, 1998 ):
1. If reach is the only concern then it is usually easy to find media with higher reach per dollar. For example, outdoor delivers enormous reach and has the lowest cpm of all traditional media.

Smaller units also stretch budgets without losing reach. Fractional pages or TV :15's instead of :30's, radio :30's instead of :60s also help.

But of course, there are other, copy effectiveness and impact issues associated with these media choices. There is always a trade off; you can't get more reach in the same media for less money, unless you can persuade the sellers to lower the prices.

2. Clever media planning includes some of the ideas above, but also requires a planner to sell the ideas for their benefits, and get past the negatives. The goal of media planning is to deliver on the marketing objectives.

"Clever" is doing it in non-standard ways. Can you persuade the media to create special programming which ties into your campaign? Can you show the media a benefit to them in carrying your ads so that they want to resduce the price or give more than the usual value added elements?

If the Guru has one real tip on clever planning it is: Learn to use and understand the research which is available. Few in media today do. An knowledge of what research is available and how to apply it to media decision making will make a planner stand out, and appear clever and creative, because that planner, in fact, will be so.

3. The Guru himself is the best planner he knows. The nature of the media planner's position in the ad business is to be subordinated to creative and account services. There is little chance for planners to become known beyond their agencies. No doubt the "best media planner" lurks in unsung obscurity in a hundred agencies.

Tuesday, February 10, 1998 #1505
Where can I find out the salary range for media planner/ buyers in the Columbus, Ohio area?

The Media Guru Answers(Tuesday, February 10, 1998 ):
Ad Age publishes salary surveys by position, by region. A Columbus-based recruiter who specializes in the advertising industry might also help you.

Thursday, October 02, 1997 #1420
Hi, I am a marketing student. During our course of media planning, we came up with the following question: Do advertising agencies contact publishers themselves or are they contacted by publishers. If they are contacted by publishers, with what information does the publisher provide the agency (brochures/ clients/ etc.). What would the publisher need to present that the agency will recommend it to their own clients?? Who would be the person within the agency that the publisher would speak to?? Thank you for your help Jan, Germany

The Media Guru Answers(Thursday, October 02, 1997 ):
The Guru's response may not apply equally in all countries, however:

Agencies contact publishers, usually while actively working on a plan for a specific client for a specific promotion or period of time. The media planner or buyer is usually the first line of contact for a publisher

Publishers contact agencies, usually continuously, when they learn of a new account at the agency, or new staff involved in the media decisions, or when they have something new to tell the old staff or old accounts about the publication.

Publishers typically have brochures (in the US, called "media kits"). These usually describe the editorial content and mission of the publication, describe the target audience, list the advertising rates and circulation details, provide audience research when available -- either from syndicated or proprietary sources -- and may compare the publication to its competitors. Production requirements are also offered: sizes, materials, closing dates for ordes and materials, editorial and publication calendar.

Different advertisers and different media planners may be looking for different aspects of the publications at different times.

One day, audience size or composition may be the most important, another day cost or cost/audience ratio.

Sometimes, editorial environment or authoritativeness of the publication are most important, etc.

The kit is an introduction and reference tool. The publisher needs to:

  1. Focus on agency accounts that make sense for the publication
  2. stay in touch with the agency to know when decisions will be made and what extra information is helpful
  3. keep information up to date
Watch for a forthcoming media kits feature, here on AMIC

Thursday, August 21, 1997 #1398
Is there a place on your site or any other site where there is a listing of media (specifically radio and tv and newspaper) terminology? Also is there a site that gives some info. of the basic techniques of buying radio, tv and newspaper?

The Media Guru Answers(Thursday, August 21, 1997 ):
For terminology, see the Guru's Encyclopedia of Media Terms The Guru is not aware of any sites that "teach" buying techniques. One interesting resource is the U Texas Austin TECAS media planner site.

Tuesday, July 15, 1997 #1373
Media Guru, I would like to know your opinion or if there are any generally accepted principles regarding advertising in print with multiple ads for the same brand within one issue. Thank you for your response.

The Media Guru Answers(Tuesday, July 15, 1997 ):
Generally accepted rules? The Guru thinks not. From a media perspective it has been demonstrated, for example, that two, consecutive, one-third page ads on the outside column or right hand pages will do far better in awareness, recall, etc than one full page ad,

Despite this, it is difficult to convince advertisers to use multiple, small space ads. Unfortunately, from the media planners perspective, advertisers are more likely to judge an ad's impact by the single ad alone rather than what can be achieved in a schedule.

Wednesday, June 25, 1997 #1370
Dear Guru, I have a fundamental question for you. As media planners we recognise the need to look beyond numbers. How do you factor in the context in which the media is consumed,i.e. the frame of mind or mindset in which a program is viewed or a magazine read and the content of the medium, i.e. the edit environment, or the surrounding advertising. Is there any international learning on this subject? I am looking for research in this area, and examples of application of the same. Are there any brands you are aware of, that have consciously used such a philosophy in guiding their media plans? Thanks

The Media Guru Answers(Wednesday, June 25, 1997 ):
This "factoring" is the art of media planning. If it were achieveable by application of established values, media planning would all be done by computers and there would be little use for media planners.

Expressing a Brand's synergy with specific media placements, and expressing the interaction of that synergy with the marketing situation and goals, then using those ideas to "sell" a plan are the art and craft of media planning filtered through experience.

The writing of plans for many brands uses these techniques. Major package goods companies have long used general factors for weighting media, based on measured attentiveness, average recall scores, etc.

About 12 years ago a company called TAA developed a more complex measure for evaluating attentiveness and attitude toward programs, as an added way to evaluate programs, beyond cpm and similar, simple counts. It went out of business fairly quickly.

Two research compilations the Guru mentions regularly, at the Advertising Research Foundation and the Newsweek Media Research Index are the best sources to consult for published research in this area.

Friday, June 06, 1997 #1361
Hi, I'm a student in Brazil. Please, could you answer these questions or indicate links in the web where I can find these info?

1) Concerning the choice of an agency, which are the most usual criteria?

2) Is there a formal communications / media plan? Who is responsible for ellaborating them and who actually applies it?

3) Which would be a good definition for briefing, and who makes it?

Only the first question relates to the choice of an agency. The second and third questions relate to the standard procedures adopted when an advertiser requests a job (for instance, the ellaboration of a communication strategy) for the agency.

The Media Guru Answers(Friday, June 06, 1997 ):
1) Different advertisers will have differing criteria. One may emphasize experience within its category, another may focus on marketing insight, still another on creative thinking. Media support may or may not be an issue in a review. A wise agency probes for as much information about advertiser needs as possible. A wise advertiser does its best to prepare candidate agencies to show theselves to their best advantage in the context of what the advertiser wants. Often the preliminary candidates are selected through a questionnaire circulated by the advertiser. A lot can be learned from careful reading of the questionnaire, especially "between the lines."

2) "Major" advertisers usually work with a formal communications and media plan, using objectives, strategies, and tactical concepts along the lines presented in the Guru's "Parts of a Media Plan"

Other, smaller advertisers, especially local retailers, may just make a buy "by the seat of their pants"

In the formal situation, the advertiser, with the agency account staff will typically agree to marketing goals which the media planners can interpret into media objectives and then into strategies and tactics. Also typically, a media buying staff executes these plans.

3) Briefing usually means an organized presentation (in person or on paper) of the marketing situation upon which plans are to be built to resolve the situation. The advertiser may give a marketing briefing to the account staff. The account staff may brief the media staff. The advertiser may do all briefings, especially if they have their own internal media staff.

Wednesday, June 04, 1997 #1360
Do you know where I can find any information on newspaper readership by day of week? I *know* that the newspapers and their associations know, but they don't seem to want media planners to know!

The Media Guru Answers(Thursday, June 05, 1997 ):
Of course ABC doesn't audit by day of the week, but as you surmise, the papers must know the daily variations. The Guru suggests you begin by discussing a "pre-print insert" with the newspapers.

To allow you to plan quantities and assess production costs, they would have to discuss with you circulation by day of the week.

Thursday, May 29, 1997 #1357
Hi, I'm a student in Brazil. Please, could you answer these questions or indicate links in the web where I can find these info?

Only the first question relates to the choice of an agency. The second and third questions relate to the standard procedures adopted when an advertiser requests a job (for instance, the elaboration of a communication strategy) for the agency. 1) Concerning the choice of an agency, which are the most usual criteria? 2) Is there a formal communications / media plan? Who is responsible for ellaborating them and who actually applies it? 3) Which would be a good definition for briefing, and who makes it?

The Media Guru Answers(Friday, June 06, 1997 ):
1) Different advertisers will have differing criteria. One may emphasize experience within its category, another may focus on marketing insight, still another on creative thinking. Media support may or may not be an issue in a review. A wise agency probes for as much information about advertiser needs as possible. A wise advertiser does its best to prepare candidate agencies to show theselves to their best advantage in the context of what the advertiser wants. Often the preliminary candidates are selected through a questionnalre circulated by the advertiser. A lot can be learned from careful reading of the questionnaire, especially "between the lines."

2) "Major" advertisers usually work with a fromal communications and media plan, using objectives, strategies, and tactical concepts along the lines presented in the Guru's "Parts of a Media Plan"

Other smaller advertisers, especially local retailers, may just make a buy "by the seat of their pants"

In the formal situation, the advertiser, with the agency account staff will typically aggree to marketing goals which the media planners can interpret into media objectives and then into strategies and tactics. Also typically, a media buying staff executes these plans.

3)Briefing usually means and organized presentation (in person or on paper) of the marketing situation upon which plans are to be built to resolve the situation. The advertiser may give a marketing briefing to the account staff. The account staff may brief the media or creative staff. The advertiser may do all briefings, especially if the have their own media staff, for example.

Saturday, April 26, 1997 #1328
As a small ad agency starting out, how would I handle the media buying end for my clients?

The Media Guru Answers(Sunday, April 27, 1997 ):
There are two simple ways:

1) hire a resonably experienced buyer with good knowledge of ratings services and stewardship systems (pre-buy/ post-buy/accounting). Then acquire the needed ratings services and stewardship sytems. Ideally, you should have a media planner as well, and this assumes you have someone in place in the financial end to handle the billing.

2) Contract with one of the numerous, a la carte media services, who have these people and systems in place and can provide just as much if the service as needed, probably averaging a fee of 5% of billings placed, though there is a wide range of compensation arrangements.

Though the second way is the most economical as a start up, you would do well to have an experienced planner on staff under either method, and a Media Director as soon as affordable.

Thursday, March 20, 1997 #1013
Dear Guru,What in your opinion are the personal qualities andprofessional qualifications for a media planner? Thanx

The Media Guru Answers(Thursday, March 20, 1997 ):
The Guru believes the the key personal qualities are an eagerness to learn, and ability to learn and and openess to new information.

Professional qualifications today include

-good mathematical skills, e.g. ability to rough-estimate percentages without a calculator, to avoid being overly reliant on computer output.

-Computer skills

-Writing skills, especially the ability to explain though processes logically and clearly

Wednesday, August 28, 1996 #1159
What do you think are the chances for a media planner from a third world country in the US? Do I start from scratch or will my experience of two years in an internationally affiliated agency help?Thanks

The Media Guru Answers(Thursday, August 29, 1996 ):
The factors will be how similar your own country's media environment is to the US and how well you can generalize your experience, on an interview. Will your "internationally affiliated" agency help you make contact with its US affiliate?

Your experience may be exceptionally valuable to an internationally oriented US agency doing business in your home country. There are also agencies specializing in advertising to Asian Americans where you would have an advantage, YAR in New York is one such.

Good luck.

Thursday, May 02, 1996 #1229
I am looking for the most efficient and wide-spred meansof reaching media buyers regarding available banner spaceon some of our prominent web sites. Is there a comprehensiveindex or posting service that will give me access to the big guns ?

The Media Guru Answers(Friday, May 03, 1996 ):
You probably want to reach people with planner titles, rather than buyers. In most cases planners will be making the decision on whether to include web media and which to use.

If you are not restricting yourself to those already known to be using the web, then the two trade journals for the media segment of the ad business could be your best bet: Inside Media or MediaWeek(212) 536-5336. You can use them as advertising vehicles or sources of media planner lists. The Standard Directory of Advertising Agencies could also generate a mailing list of persons with media titles listed in the Agency "Redbook."

Wednesday, May 01, 1996 #1230
Are there any software packages that allow you to collectmedia data over the internet? Also, what are the latestprograms dealing with media planning? I work with a small agencyin New York that places local radio, newspaper and televisionin a few markets in the midwest and we are looking forways to go take our media planning into the digital age.

The Media Guru Answers(Thursday, May 02, 1996 ):
Telmar, (AMIC's parent corporation) is in the business of providingits clients with leading edge technology for internet, dial-up and local access to media software as well as to the hundreds of syndicated databases available for clients with legal access.

Telmar has programs for print, television,cable, radio, and newspaper. The All media planner allows the user to do all media advertising media planning, including reach/frequency analysis, media mix, optimization, budget allocation, flowcharting, graphics. Also note that there is free cost per point information provided by SQAD on AMIC.

Contact for further information about Telmar's services.

Friday, April 07, 1995 #1855
How do you obtain MRI information?

The Media Guru Answers(Friday, April 07, 1995 ):
MRI, at (212)599-0444, are in the business of selling their information.

However, the media you might buy for your plan will have access, and can provide it. The major radio rep firms, like KATZ, etc., can analyze MRI, etc for media planners.