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Media Guru

Guru Search Results: 35 matches were found

Saturday, March 11, 2006 #7110
We are launching an Internet web portal for advertising vehicles for sale. The site will initially focus on our local area, so we plan to use local radio and broadcast TV ads to drive users (car buyers) to the site. My question is: what type of response can we expect from the advertising? I have heard that a "typical" TV ad response rate is 1%-3%, but I couldn't find anything specific to driving visitors to a web portal. I also could not find any estimates for radio advertising responses, and I am very concerned that radio advertising might not be as effective for a web based business since listeners do not necessarily have access to the Internet while they are hearing the ad. Any help or direction would be appreciated. Thanks!

The Media Guru Answers(Sunday, March 12, 2006 ):
The Guru would expect TV or print to have the advantage of making your URL easier to remember. You shouldn't count on any medium causing a user to drop everything and get right on line. 1-2% response rates are related to "Direct response" ads, not ads about shopping resources or other retail. If the Guru were promoting a web site, he would start with online ads, especially if you want people who are exposed to your ads to have ready access to your site when they get the message.


Thursday, October 27, 2005 #7034
Hi Guru. We are running an online promotion with an enter at store element. Our client has asked us about projected response rates. Any advice?

The Media Guru Answers(Sunday, October 30, 2005 ):
This depends on the offer, the power of the promotion and the availability of stores at which to enter. Try Direct Marketing Association (DMA) for further info.


Friday, January 28, 2005 #6766
I requested national direct response rates from several cable networks (Lifetime, Court TV, etc.). The DR rate cards they sent me all have two rates for any given daypart -- national rates and local rates -- local rates being approximately half the cost of national rates. So, say I pay the cable network's LOCAL DR rate for a NATIONAL DR spot -- does this mean my DR spot will air nationally, but be placed in the system's local avail time slots rather than the national pods? Would each local rate/national spot I buy air in the same local commercial pod simultaneously in each market? Would my local rate/national cable spot air in satellite homes? (Satellite sells it's "local" avails as national coverage in satellite homes, right?) For that matter, cable system operators sell their "local" avails as local market-specific avails. So how can national sell spot in the local pods? Since direct response spots are immediately pre-emptible by any advertiser paying a higher rate, does that mean that any given local rate/national spot I buy could air in some markets and be bumped in others? I'm a pro at spot TV, but need some education buying national cable. The last thing I want is to sound like a dork during negotiations. Please help!

The Media Guru Answers(Friday, January 28, 2005 ):
You need to discuss this with the cable networks. It makes little sense as described, unless they are talking about regional feeds, as the broadcast networks do. In that case the air-time is not actually the "local avails."


Wednesday, November 24, 2004 #6701
My question is two-fold. We are trying to project the number of responses from a print campaign in trade publications. Realize that there are many variables to consider (offer, response mechanism, size of ad) but are there any rules of thumb on response rate. Would the response rate be applied to gross impressions, net impressions, of net effective impressions (e.g., % reach at 3+ level). Thank you, in advance, for your thoughtful consideration.

The Media Guru Answers(Wednesday, November 24, 2004 ):
The Guru does not know of any specific rules of thumb here. The various publications may have some parameters. Generally, the Guru is used to seeing rates applied to gross or net impressions.


Tuesday, June 08, 2004 #6510
What is the average reader response rate from a magazine ad?

The Media Guru Answers(Saturday, June 12, 2004 ):
If you mean a direct response ad, probably in the 1 to 1.5% range, but averages are almost meaningless.

Also see Direct Marketing Association (DMA)


Tuesday, January 06, 2004 #6331
Dear Media Guru, This is a followup to my previous question regarding direct response ads on satellite television. 1). Please elaborate on your statement "Top Tier may as well not be a consideration, since you are persuing minusucle audiences, at best." Are you saying I may not want to buy the most expensive (top tier) networks because satellite subscribers are more fragmented than cable subscribers (disregarding the the obvious difference in subscriber quantities). 2). Would it be safe to assume that one spot airing between 12 midnight and 6am on any given network would be seen by 1/10th of 1 percent of the total subscriber base? Would it be the same for either national satellite or national cable? 3). Is it a safe to assume a 60-second DRTV spot placed in first week of Feb 2004 on national cable on one of the larger networks in overnight (12AM - 6AM) will be twice the rate of a :30 and cost $500 each? Or, is $600 each more realistic? Other rate? 4). WIth a $30,000 budget I can buy 60 national cable spots @ $500 each or 200 spots @ $150 on satellite. Based on a .02% response rate, my media cost per order for cable is $3.31 compared to a $6.25 cost per order for satellite. Will 60 spots be enough for testing DRTV? My thinking is that satellite would be better since more spots will allow me to test more networks and daytime vs. overnight. (Also, I could test one offer on Direct TV Comedy Ch --11,850,000 subscribers -- and a second offer on Dish Comedy Ch -- 9,085,000 subscribers.) Then, I plan to apply response rates from satellite to national cable to determine if rollout is feasible. Does this sound right? How would you do it? 5). VERY IMPORTANT!!! How do I contact DirectTV and Dish to request rates? I can't find one bit of advertising sales info for either company on the internet.

The Media Guru Answers(Friday, January 09, 2004 ):
  1. If a "top tier" network gets a rating of 0.5 to 1.0 and a satellite network has 8% U.S coverage, then a "top tier" spot might reach .04% to .08% of the target, and an average spot .01%. These audiences are too small to make price premium distinctions about, in the Guru's opinion. The Guru expects that satellite audiences are just slightly more fragmented than cable, due to greater numbers of choices, but it's a much smaller universe.
  2. 1/10th of 1% might be generous for an overnight estimate.
  3. The :30 / :60 ratio is right, but everything is negotiable and lower rates are probably possible. In DR, ratings never seem to matter as much as finding the "right" audience.
  4. If testing is the issue, then low out-of-pocket cost is a key consideration
  5. Dish ad sales contact is here. For DirecTV (note: just one "T"), the Guru would call any number listed on the page at this link and ask anyone you reach for an ad sales contact.


Wednesday, November 19, 2003 #6260
How can I determine the response rate between web and call center when web address and 800 number are included in all advertising and communications?

The Media Guru Answers(Friday, November 21, 2003 ):
Ask "how did you learn of this offer?"


Thursday, July 03, 2003 #6060
Hi Guru, I'm running a direct response radio campaign and wanted to find out if there has been any studies regarding an average response rate on this type of campaign. I wanted to find out if let's say I ran an average of 5-10 spots per day in a mix of morning, afternoon, and evening dayparts, how many calls should i expect to see? Thanks in advance for your help! k

The Media Guru Answers(Monday, July 07, 2003 ):
Ratings, daypart, offer, and copy strength are all other important variables. Try Direct Marketing Association (DMA) or The Radio Advertising Bureau (RAB).


Friday, April 25, 2003 #5950
Dear Guru, In response to your answer of question: Tuesday, April 22, 2003 #5945. I am grateful for this free service and respect your answers. However, your response, “How did they determine that people who have injuries will watch these programs? HAve they looked at / understood reach and frequency, IF this is the right programming?” This doesn’t answer my question. Since their campaign uses a phone number and they get immediate response to their spots, we know the programs they are buying contain their prospects. My point is, they over-advertise in the same area day in, day out, week in, week out (my original over-saturation point). The easy way to prove my theory is to have them just cut back a small portion and buy other areas. They are reluctant to do so without other proof, first. So, my original question stands: How do you determine (using media formulas) that an advertiser has oversaturated a day part? Thanks!

The Media Guru Answers(Saturday, April 26, 2003 ):
The simple approach, based on media formulae is to look for the point where the reach curve flattens (around 80% in the example below). This is where added GRP cease to add enough reach to be worthwhile, generally. But, your issue is one of definiton: What is "oversaturated?" In direct response terms, it's the point where response drops below an acceptable return on investment -- and apparently that has not happened. You would like to experiment with something new, which you apparently believe could have a greater ROI. If there has been any slackening in the response rate, that might justify a test.


Sunday, January 06, 2002 #4979
How can I estimate response rates to ads for a new product in a given region in various media (print and radio primarily) based on known data such as population, reach, etc. I need to make forward projections for marketing budget decisions.

The Media Guru Answers(Sunday, January 06, 2002 ):
There are too many variable with this vaguely stated question. Industry average for comparable products are the only reasonable quide.


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

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

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


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

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


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

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

Both are for members or fee.

A DM house sucas ADVO or Madison might have something.


Thursday, July 05, 2001 #4549
Guru, wanted to get information on the response rate for e-mail advertising. Do you have any sites or articles that can provided information on this? I have been quoting 5-10% as an average. I do understand that it can be higher or lower depending on some variables. Thanks for your help in advance.

The Media Guru Answers(Friday, July 06, 2001 ):
The Guru does not believe the reponse rate is as much as 1%, if you mean orders as a percentage of mail sent. Try the Direct Marketing Association (DMA)


Wednesday, May 09, 2001 #4383
Are there any statistics that show the response rates for driving traffic to web sites through traditional media, i.e. print, TV, radio? You answered a similar question last year with sources from 1999. Do you know of any updated information? Thank you.

The Media Guru Answers(Saturday, May 12, 2001 ):
Click here to see past and latest Guru responses about web traffic.


Wednesday, March 21, 2001 #4278
Do you have any reserach/learning on response rate for newspaper advertising between: 1)B&W vs. One (Spot)color 2)B&W vs. 4-Color 3)4-Color vs. One (Spot) color

The Media Guru Answers(Wednesday, March 21, 2001 ):
See Starch


Friday, February 23, 2001 #4203
Hello: Have you seen any average response rates (or ranges) for major media ie TV, radio, newsp, mags, internet. For example, I believe internet run 1/2-2%

The Media Guru Answers(Sunday, February 25, 2001 ):
In traditional media, "response rate" would refer to the percentage of those exposed to an ad who respond in some way, such as requesting offered information, or actually ordering. ½ to 2% is about right in this case. On the internet, ½ to 2% or usually lower, is about the rate who click on a banner and frost become exposed to the actual ad or offer. Perhaps ½ to 2% of these would buy, register or request info.


Monday, February 05, 2001 #4155
What is currently considered an average response rate for phone studies?

The Media Guru Answers(Monday, February 05, 2001 ):
It varies considerably by sample frame, pre-screening, respondent alerts, survey length, etc. If you are trying to plan something, get competitive estimates from potential vendors.


Tuesday, December 05, 2000 #4018
What are the pros/cons of 30 minute infomercial-type spots compared to :15, :30, or :60 spots with respect to production, unit cost, response, reach/frequency, target audience, etc.? Would the type of product be a factor in deciding whether to run :30 minute spots? Thank you.

The Media Guru Answers(Wednesday, December 06, 2000 ):
The questions are essentially direct marketing issues, but as to the media points included:
  • Unit cost: In the same time periods, :30s cost about half of :60s. :15s cost 50-75% as much as :30s. Half hours cost much more but not proportionatly more. This become tricky, because half hours are usually only sold at less popular, lowere price tiems so comparisons to standard, ROS commercials are decieving. Similarly short commercials bought at direct response rates are supposedly priced at half of normal rates but run in less desirable times and are highly pre-emptible.
  • Reach/frequency: A :15 spot has the same reeach as a 30 minute program at the same time. Since there will be many more different announcements with short commercials than half hours, for a given budget, the short commercials have better R&F, the shorter the better on this score. But direct response isn't usually evaluated on an R&F basis.
  • Target audience depends on time slot and not advertising length.
  • Response varies, based more on offer and execution than on format.


Thursday, September 21, 2000 #3826
Any thoughts about the pros and cons of ride-along Direct Mail inserts (like Val-Pak) vs. solo mailings?

The Media Guru Answers(Saturday, September 23, 2000 ):
It's a matter of price versus response rate. The Guru would go for the price option here.


Wednesday, September 06, 2000 #3780
Hi, I have some questions on evaluation parameters on B to B sites and on the different units on these sites: 1. What is the "typical" response rate/click thru rate nowadays for banners? 2. What is the average for skyscrapers, sponsored links, tiles, download modules, and newsletter sponsorships? 3. How long is a fair evaluation period? After one week? 4. What is the national average click rate? ( averaging Bto B and B to C sites ) 5. Any research that is avialble off the web on this would be welcome. Thanks Prema

The Media Guru Answers(Saturday, September 09, 2000 ):
The overall average banner click-rate is about one-third of one percent. The Guru does not think there are any meaningful averages according to odd banner sizes or site types. There are too many sites and no standard measurers. You should be able to find a variety of studies at NUA Internet Surveys.

The best click rates are generally attached to key-word searches. Banner clicks decline rapidly after one or two weeks.


Friday, June 16, 2000 #3556
Are there any software programs/database tools that will help me to run reports and do comparisons on the response rate to my media plan?

The Media Guru Answers(Sunday, June 18, 2000 ):
When you say "results of my media plan" the Guru would guess you are probably trying to assess direct response results or marketplace sales results. The only software the Guru has heard of to analyze these data against media were proprietary programs of DR houses.

But if perchance you mean "results of my media buy" or post- analysis of media delivery versus purchase, then Donovan Data is the standard.


Friday, June 09, 2000 #3545
Are there any industry "benchmarks" for response rates or cost per response for driving traffic to web sites through ads in tradional "offline" media? For example, if you run a print ad for a dot-com, what response rate should you be able to expect in terms of people visiting the site?

The Media Guru Answers(Sunday, June 11, 2000 ):
The Guru hasn't seen "benchmarks" for print ads' reposnse as web visits.

A lot of variables effect ad response. There is some data on print ads for web sites at Cahner's and in the The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Friday, April 07, 2000 #3373
Can you give me any data on the efficiency of using preprinted advertising inserts in newspapers. Are they more effective than display advertising? Is the response rate better? Are they a cost-effective medium? Are there any data on this medium that you know of?

The Media Guru Answers(Sunday, April 09, 2000 ):
The media term "efficiency" is reserved for the analysis of a price / audience ratio, so please only use it for that issue.

Pre-printed inserts are typically in color, while ROP display advertising is most often black and white, yet inserts are easy to discard and ignore, compared to ads in the ordinary flow of the ROP pages.

Research sources include The Newspaper Advertising Association, Newsweek Media Research Index and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Thursday, November 11, 1999 #2962
what are response rates for surveys through the mail

The Media Guru Answers(Sunday, November 14, 1999 ):
It depends on many things, such as topic, length, respondent compensation, etc. For magazine audience studies, for examnple 35 - 50% is good.


Monday, July 19, 1999 #2645
I have spent a couple of hours searching through your archives and those of Newsweek's Media Research Index and have yet to find a direct answer to my query. Perhaps one does not exist...? I seek a minimum response rate for a full page ad (or perhaps 3, 1/3 vertical ads) for a new product. The ad contains an 800 number and the product itself targets magazines subscribers. I was thinking of using direct mail/marketing response numbers at 1%-2% --- am I way off the mark? Any insight would be most appreciated.

The Media Guru Answers(Friday, July 23, 1999 ):
There are no absolutes. 2% would be a high response. Direct Marketing Association (DMA) would have better information.


Thursday, June 17, 1999 #2582
Is there any where on-line that I can get information regarding response rates in relation to 1st Class vs. 3rd Class postage. Thanks.

The Media Guru Answers(Sunday, June 20, 1999 ):
The Direct Marketing Association (DMA) is your best resource for such information, but the Post Office itself is promoting direct mail and may be helpful.


Tuesday, November 24, 1998 #2172
what is the standard response rate and should response be figured on GRPs or reach?

The Media Guru Answers(Tuesday, November 24, 1998 ):
There isn't a "standard." The Guru has to guess that you are talking about TV infomercials. Obviously, price, product interest and quality of the infomercial can have great impact on response.

One or two percent is probably a very high response. The Guru would use reach as the base, because GRP will progressively accumulate fewer and fewer exposures among those who might buy but have not yet.

Contact the Direct Marketing Association (DMA) for more information.


Thursday, November 12, 1998 #2147
If you were launching a consumer product, what is a reasonable response of recognition (in terms of percentage)for aided and unaided recall after 30 days, 90 days and six months. Is there any research available on response rate or is this an unanswerable question because of all the variables? Thank you for your help.

The Media Guru Answers(Thursday, November 12, 1998 ):
As you surmise, he variables, in type and amount of marketing communications of all kinds are too great to offer general rules. The big research compilations, such as Advertising Research Foundation and Newsweek Media Research Index probably have several casae studies to offer.


Monday, November 02, 1998 #2120
Our agency has little direct response TV (DRTV) buying experience yet a client has asked us to buy for a DR creative unit. Is there any rule of thumb on how many spots to purchase per week? I know it depends on results expectations and clearance rates but am wondering where to start.

The Media Guru Answers(Friday, November 06, 1998 ):
Rules:

Make sure you have enough telephone answering capacity to handle the calls you will generate. For safety, consider 2% of the impressions you will buy as call volume.

Consider spacing spots to manage response flow.

Track responses closely to understand

  • clearance
  • which spots work best
  • and actual response rate


Friday, September 04, 1998 #2029
What is the average response rate to national cable tv advertising (with a direct response mechanism).

The Media Guru Answers(Saturday, September 05, 1998 ):
The Direct Marketing Association (DMA) may have some data for you. The Guru believes that averages in such matters are probably fairly meaningless, as each pitch and each product are unique.


Friday, October 24, 1997 #1443
I work for an ad agency that does patient recruitment advertising for clinical trials. We have experienced great difficulty in recruiting older patients (such as 65+) in alot of our major markets, such Philadelphia, Phoenix, Miami,Charlotte. We have tried newspaper advertising, radio advertising and television. But our response rate is still very low. Is there something I'm forgetting, do you have any tips on targeting and recruiting individuals over 65. Help!!!

The Media Guru Answers(Friday, October 24, 1997 ):
Persons 65+ have media preferences that differ from younger consumers. Presumably, you have used Nielsen TV, Arbitron Radio and Scarborough or other newspaper research to determine the best media placement, quantitatively.

Newspapers may also offer research on preferred sections for this demographic.

When you have determined that your message is reaching enough of the targeted persons, and yo're certain that you're using programs that enhance credibility (such as TV/Radio news and personality radio, then you need to look to the creative to determine if there is adequate credibility and persuasion.

The mature market has been shown to respond differently to ads, to seek more detail, and want to trust an advertiser.

Major metropolitan markets may raise more trust oriented issues.


Friday, January 17, 1997 #1073
Need to know if accessible research has been done on response rate of displayed 800-#s in regular TV spots (not 800#-businesses), e.g.automobile spots, phone company spots, etc.If possible, need answer before 2pm today (1/17). Thanks so much.

The Media Guru Answers(Sunday, January 19, 1997 ):
TheDirect Marketing Association research area wiil direct you to likely resources.

By the way, though the Guru is obviously all-knowing, he is not always just sitting at the computer waitng for questions. You can't count on one hour turn around, although the Guru usually is pretty quick once he sees your question.


Monday, December 02, 1996 #1101
Is there a standard industry statistic on using a 1-800 number in tv and radio spots and what the response levelpercentage is? If it is a percentage, is it a percentageof the number of times the spot ran or a percentage relatedto the target audience?

The Media Guru Answers(Tuesday, December 03, 1996 ):
There are a number ov variables in this kind of direct response, several of which are more important than the ones youmention.

Is the 800 number purely informational or a sales responsevehicle?

What is the product, how unique, how interesting?

What is the product's price?

How good is the commercial?

The Guru believes there are almost mystical aspects to Direct response. Sometimes spots with smaller audience seem toproduce more response than others with larger audience, whenthere are no apparent difference in target composition orprogramming "fit".

Sometimes one station seems to outperform a similar station whenimpressions, spots and programming appear identical.

Overall, 2% of people reached, is generally considered anoutstanding response rate.


Wednesday, May 08, 1996 #1224
I am composing my first interactive media plan for a regional bank client. It is a three month campaign. I am trying to set a monthly gross impression goal that would generate adequate on-line exposure for launching a pc based banking product. Any rules of thumb?

The Media Guru Answers(Wednesday, May 08, 1996 ):
You could try to "back into" your goal.

How many customers for the PC product would be considered a "success?"

What response rate can you expect from a web site?There may be some published infromation in the trades.

Suppose it's the 1 - 1.5% that's considered successful in some other direct response media. Divide your customer sign-up goal by the response rate to project needed site visits. For example, if you want 1000 pc accounts, 1000 divided by .01 (1%) is 100,000.

Is this realistic? If there are 10 million US households using the WWW (a mid range estimate) how many might be in the "regional" service area of your bank? We assume there is some need for a personal visit to the bank at some point in the process.

Let's take a generous estimate of 10%. So there would be 1,000,000 potential customers. You would need to draw 10% of them to your site to get the 100,000 vistors who would produce the 1000 accounts.

This certainly indicates that you would need a strong traditional media campaign to draw site visitors.

But, plug in your own numbers in the suggested process, and as the saying goes, "you do the math."



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