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Guru Search Results: 11 matches were found

Tuesday, August 02, 2016 #9144
What is affinity

The Media Guru Answers(Monday, August 08, 2016 ):
affinity in marketing refers to connection. For example, an affinity card might be a Visa credit with connection to an airline, so that credit card use earns frequent flier miles.

Friday, June 06, 2014 #8980
Hello Guru, i want to ask you about TV Reach & Frequency. Suppose i have following GRPs : 766 Add Spots :2,939 Number of Spots affinity Index : 111 then how can we calculate Reach & Frequency with out using software....please let me know !!!!!

The Media Guru Answers(Tuesday, June 10, 2014 ):
This can't be done with the information provided.

Tuesday, November 15, 2011 #8293

The Media Guru Answers(Tuesday, November 15, 2011 ):
affinity refers to targeting interests of the prospect. This might be a specific charity, sport or team, celebrity, etc

Tuesday, April 17, 2007 #7312
What is affinity?

The Media Guru Answers(Tuesday, April 17, 2007 ): defines affinity as "a natural liking for or attraction to a person, thing, idea, etc."

affinity marketing is marketing based on noted behavior of the prospect, for example a direct mail which says "as a member of the Airhead University Alumni Association, we can offer you this special price for our bubblegum of the month club."

Thursday, November 13, 2003 #6240
How do we calculate affinity index in print?

The Media Guru Answers(Saturday, November 15, 2003 ):
Assuming you want to work with readily available syndicated rese4arch, such as MRI, the simplest way might be to look at loyalty. This can be expressed as the percentage of reader who read 3 out of 4 issues and indexed to an average for a considered set of publications.

Monday, October 21, 2002 #5570
Dear guru, How is it that I would get a lower net reach in TV when targeting a specific CPP than if I target against affinity? I am trying to determine the best benchmark for buying against A18-49 in a country with a TV monopoly - no real channel selection, some programm choices for younger audiences. I am insisting on affinity, my agency maintains that when targeting CPP, the net reach is higher for this target. I understand that affinity targeting may increase my CPP but how is it that they feel by buying on CPP I will optimise net reach AND get the cheapest CPP (?) - with the warning that, yeah, you will get the Grandmas too, but hey, they watch everything, can't help that. Are they kidding me, or what?

The Media Guru Answers(Sunday, October 27, 2002 ):
The Guru is not sure what you mean by "affinity: in this case, but let us assume that you mean product users, such as ice cream eaters.

A given program has a given audience, no matter how you identify your buying target.

Suppose a program reaches 10,000 people among whom are 5,000 A18-49 and 4,000 ice cream eaters. And let us suppose that the universe od persons 18-49 is 100,000 persons, while the universe of ice cream eaters is also 100,000 persons.

A spot in this program costs $100.

The program has a rating of 5 against A 18-49 and a rating of 4 against ice cream eaters, right. So the same program has a cpp of $20 ($100 ÷ 5 rating) for A 18-49 and a cpp of $25 for ice cream eaters. So there is an apparent efficiency advantage when you look at it that way, even though you get the same people for the $100. And an apparently better net reach A18-49.

The Guru believes in the long run if the affinity group is the target, you are better off buying the group and not a statistical abstraction of the group.

Wednesday, April 26, 2000 #3422
What is an affinity score Thanks

The Media Guru Answers(Monday, May 01, 2000 ):
This appears to be a British term comparable to the U.S.' "index of usage." The Guru understands affinity Score to be a comparison of a specific demographic cell's usage of a product ot service to the average of all persons usage. For example if 25% of men 18-34 drink Coca-Cola and 20% of everyone drinks Coke, the men 18-34 index or "score" is 25 ÷ 20 or 125.

Friday, April 07, 2000 #3375
How to calculate affinity Index when both percents are equal, that is: target = 0,01 and universe = 0,01? I learned to calculate target divided to universe x 100, but in some cases, the result is very high and something seems to be wrong on my calculation.

The Media Guru Answers(Sunday, April 09, 2000 ):
The Guru is unclear about your question. "Universe" is, by definition, 100% of something.

Tuesday, December 07, 1999 #3030
Dear Guru, could you give an advice which media I should choose. I have one magazine with a big cover among target audience, small cost per thousant and affinity Index 180. Another edition has twice smaller cover among target audience, twice bigger CPT, but the affinity Index is about 500 (first one has very big total cover and another's total cover is small).

The Media Guru Answers(Tuesday, December 07, 1999 ):
The Guru will assume your term "affinity index" is a measure of past purchase or usage behavior. Use the affinity index to adjust (weight) coverage and efficiency and then see which is better. That is treat the index as an indicator of selling opportunities. If the first magazine has 1000 target members, then the 180 index indicates 1800 selling opportunities. If the second magazine has 500 target members, the 500 index means 2500 selling opportunities.

Is your budget so limited that you can only use one insertion in one magazine?

Wednesday, August 13, 1997 #1389
Kindly give detailed examples of successful companion advertising campaigns that have used plastic cards (e.g. smart cards, credit cards, pre-paid telephone cards) as a medium for advertising placement. How can a telephone corporation sell advertising space on the back of its prepaid phone cards?

The Media Guru Answers(Wednesday, August 13, 1997 ):
This is not actually a media question. Phone cards and affinity cards are business / promotional deals rather than media deals, in the Guru's experience. That is, marketer "X" has one million phone cards printed to order by telephone company "A." If they are $5 phone cards, marketer "A" may pay $2.50 apiece, and use them as premiums or whatever. It's more like buying calendars with your logo than placing advertising. The marketer distributes the cards, not the phone company.

Other affinity cards, like a Baseball Team's Visa Card, generate a fee to the team or league from the bank which actually supports the card. This too, is not an advertising placement.

There may be studies of marketing use of phone or credit cards in the library of the Advertising Research Foundation

Monday, January 08, 1996 #1797
Our non-profit has a web service which we would like to fund by renting out space to sponsors. Where do we start to see if this is feasible?

The Media Guru Answers(Friday, February 02, 1996 ):
There are several companies today in the business of listing and or selling space available on the web. One is Webtrack . Another is a website sales representative firm operated by Neil Monnens

telephone 415 776-4866. Otherwise, you might use search engines like AltaVista to locate web user comapnies with a possible affinity for your non-profit who might become sponsors.