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Media Guru

Guru Search Results: 51 matches were found

Tuesday, May 15, 2007 #7331
Do you know of any canadian company that is comparable to MRI? Thanks.

The Media Guru Answers(Tuesday, May 15, 2007 ):
PMB (Print Measurement Bureau) provides canadian measurements similar to MRI's in the US.


Tuesday, May 15, 2007 #7330
Hi! Im from India, handling strategy & media for my client. My client would like to launch a product in canada targetting NRI's. what media would be suitable & what is the media consumption of NRI's in canada?

The Media Guru Answers(Tuesday, May 15, 2007 ):
PMB (Print Measurement Bureau) provides canadian media and product usage measurements. It offers "South Asian" as a demographic category, which includes "East Indians." If "NRI" means non-resident Indians, then you will find little information. By the nature of household media and product studies, transient populations are less well measured.


Thursday, April 19, 2007 #7316
Hello. I am planning a print and online campaign for the US and several countries (Japan, China, canada, India, South Korea, Brazil, Germany, UK and Australia). What are my options with regard to research tools for international online advertising? Also, is SRDS International my best option for International print? Thank you!

The Media Guru Answers(Thursday, April 19, 2007 ):
For starters, Nielsen NetRatings operates in several countries, as does comScore / Media Metrix

The Guru himself usually starts with SRDS International for such print.


Thursday, April 13, 2006 #7128
What is the best source for data on the canadian media market place with particular emphasis on out-of-home media?

The Media Guru Answers(Friday, April 14, 2006 ):
Try CARD (canadian Advertising Rates and Data)


Wednesday, September 14, 2005 #7013
Unfortunately CARD only covers print, similar to SRDS here in the states. Wondering what broadcast media planners in canada use for rate projections like SQAD provides here in the states.

The Media Guru Answers(Saturday, September 17, 2005 ):
SQAD themselves might have the answer.


Tuesday, September 13, 2005 #7011
Are there syndicated sources in canada roughly equivalent to the US's SQAD? If not, how do media planners in canada forecast spot TV and radio costs?

The Media Guru Answers(Tuesday, September 13, 2005 ):
See CARD (canadian Advertising Rates and Data)


Friday, July 01, 2005 #6964
What is the relationship between reach & frequency in the US to reach & frequency in canada? For example, if a flight in the US has 325 GRPs and gets 38% 1+ reach and 17% 3+, how could I adjust those so they correlate to a similar flight in canada?

The Media Guru Answers(Sunday, July 03, 2005 ):
There is no simple or specific relationship. Each country and each culture with its own media within a country (e.g. the US Hispanic market) have different reach curves. The different daypart cumes, rating sizes, numbers of vehicles within a medium, etc. contribute to reach derived from GRPs. It's not magic, it's generalizations from measured, consumer media behavior.


Wednesday, March 10, 2004 #6413
How do I find media companies that will sell advertising for our newspaper in Ontario canada

The Media Guru Answers(Wednesday, March 10, 2004 ):
Start with CARD


Friday, June 27, 2003 #6047
I have been approached to be the title sponsor of a new sports talk radio show. The show will be on over 200 stations across the U.S. and canada. With no ratings or history, how do I determine what is a fair price to pay for the sponsorship?

The Media Guru Answers(Monday, June 30, 2003 ):
The Guru would start from the assumption that a sponsorship which reaches the target and has added impact for your marketing is worth some cpm premium.

Then you need to know what cpm you would pay for ordinary, targeted programming.

Finally, you need to estimate the audience delivery against which to apply the cpm and premium factors. You can get a guarantee from the vendor, if the program will be rated. Otherwise, examine the average ratings of similar programs in similar circumstances.


Tuesday, September 17, 2002 #5520
Dear Media Guru, 1) We represent a home services marketer that has a budget of $700,000 per year ($55K/month) and the goal is to raise BRAND AWARENESS in the US and canada. What media would you recommend to obtain the greatest impact on a national level with this budget? The target is upscale working women 35-64, Household income $100,000+. 2) How do we go about securing partners for co-branding ... is there an agency that specializes in this, or a directory you know of? 3) Where can I find someone to help get this service placed in a tv show or movie? 4) What do you know about advertising in hotels, in their electronic on-screen check-out process? 5) Any other non-traditional avenues I might look in to? Thank you very much.

The Media Guru Answers(Tuesday, September 17, 2002 ):
  1. Understand that $700,000 is a VERY LOW budget for a national campaign. It is the not even a strong budget for a major market. The Guru would begin with network radio and national cable for the target and brand you mention. The Guru would probably recommend not even being national, but selecting a few markets where the budget would have an impact.
  2. Co-branding is not a media issue
  3. Click here to see past Guru responses about in-film product placemnt
  4. Contact the hotel chains for their in-system ads
  5. Consider Welcome Wagon and Telephone company new customer packages.


Wednesday, June 19, 2002 #5365
Dear Guru: Thanks to you, our media plans have become even the more focused and precise. For one particular client, we have utilized Syndicated Television and remnant print within the United States. Our planning has brought a 600% increase in sales over an 8 month period. Being an international client, they now want us to take over the International Advertising. How do we buy in International markets? We've been mixing the TV with :10 Syndicated programming to increase frequency. Does this "wealth" of an inexpensive advertising method exist outside of the US? How are rating points calculated in Europe, Mexico, canada? Who do I contact in Europe, Mexico, canada to air my spots? Do they air "Everybody Loves Raymond", "Friends" and "Drew Carey"? How would I monitor delivery? Any unique advertising advice for the creative spots? Thank you Guru.

The Media Guru Answers(Saturday, June 22, 2002 ):
Thank you for the acknowledgement.

For Mexico, start with Televisa. For canada, start with CBC. Europe is a mass of separate national markets, without consistency in programs available or sales practices.

Consider using a multinational media service like Carat.


Tuesday, March 05, 2002 #5133
Dear Guru, What do the taxes look like for media buyers across the US-canadian border: 1) if a US buyer buys canadian media 2) A canadian buyer buys US media. Thank you

The Media Guru Answers(Monday, March 11, 2002 ):
The Guru does not believe there are any special taxes in either situation, but does not give legal advice.


Thursday, December 13, 2001 #4942
Hi, Media Guru.I am looking for a place were I can be specialized in media field, an university an institute something like that. The location must be in canada or in Italy. Can you help me with this? I working already in this field, in Romania, with Mindshare (in the last two years), but I feel is necessary to do much more than a training inside the agency.

The Media Guru Answers(Friday, December 14, 2001 ):
Most universities which teach "Communications" teach advertising, with more or less emphasis on media. Your question is one for the educational guides for the relevant countries, comparable to US News more than it is for a media specialist. In the US, it is rare for a media professional to have specialized in media in college.


Thursday, November 01, 2001 #4857
how would i calculate US media spill into canada beyond paid circulation

The Media Guru Answers(Thursday, November 01, 2001 ):
"Spill" is not a calculation, it is a measurement. The various media measurement and auditing organizations may or may not publish audience in canada for the U.S. media they cover. Visit Nielsen, Arbitron, MRI, etc.


Monday, October 22, 2001 #4811
I am writing to you to express my interest in finding information on how to run my business in the most effective manner. What is my business ? you might ask, well myself and the rest of the group have created a corporation that distributes medical information all across canada. Let me break it down for you, lets say someone needs to find a doctor or a dentist in their specific living area, they can go on our website, type in their home address (street name, postal code etc) and the ciy or town that they live in. Our people process this information and provide a list that suggests multiple practicioners in that area. Now what we need to know is what are the flaws in this idea ?, where are the holes in our company ? are we missing a valuable bit of information that is going to hold us back ? Baiscally we are just trying to provide free information for people in a fast and effective manner. Any tips or suggestions would be greatly appreciated Thank you very much Sincerely, Hudson Sullivan

The Media Guru Answers(Monday, October 22, 2001 ):
Where does media come into this? What media-related element do you want the Guru to evaluate?


Friday, October 12, 2001 #4785
What is the difference between 100 GRPs in canada and 100 TRPs in US? I've heard that it is harder to reach canadains than it is Americans through television, is that true? If so, why?

The Media Guru Answers(Monday, October 15, 2001 ):
100 GRPs means a quantity of impressions equal to the size of the population. So in canada, 100 GRPs represents about 11% as many impressions as in the US, since canada has 11% as big a population.

'Harder to reach' might mean many different things. Perhaps the major programs in canada have lower ratings than in the US, or there are more different program choices. Or cume patterns are lower for whatever reason. Or cost per point is greater due to less economy of scale.


Tuesday, September 04, 2001 #4692
Dear Guru, My partners and I have started an ad placement network specializing in local community newspapers in USA and canada. We aggregate local ad space across the nation and deliver it to advertisers. Which software would be most appropriate for managing this type of placements: from closing a sale to billing, distributing artwork and tracking? Thank you very much

The Media Guru Answers(Saturday, September 08, 2001 ):
The Guru does not know of any specific software solution for your exact needs. DDS supplies media management software for many purposes. You may be able to build what you need in a basic database program such as MS Access.


Tuesday, August 14, 2001 #4657
Are there any agencies that deal with ethnic newspapers in the US and canada?

The Media Guru Answers(Wednesday, August 15, 2001 ):
Try CASS Communications and Marketplace Media


Tuesday, July 17, 2001 #4588
Guru, I have been asked to pull together some differences between planning media for a canadian B2B audience as opposed to a U.S. B2B audience. Are canadian audiences significantly different than U.S. audiences? What makes them different (or different to plan for)? Is it a matter of geography? Any help, direction, or reference you could provide would be great.

The Media Guru Answers(Wednesday, July 18, 2001 ):
A good starting point might be to go to Telmar and compare tools offered for the U.S. versus those for canada.

The key differences between the two in B2B are most likely to be the media choices. canada will have fewer business pubs, fewer trade pubs in any category. The role of broadcast media versus online and print will differ as well.

There may well be an effect of spreading just one-tenth as much population over an area as big as the U.S. but with most concentrated in just 10 metros.


Monday, May 07, 2001 #4376
A client of ours is concerned about a Stats canada report that television viewing in the fall of 1999 hit a two decade low. I have been asked to compare this to other media.

The Media Guru Answers(Saturday, May 12, 2001 ):
Start with BBM. It may be hard to get as narrow a time slice in print media.


Thursday, March 15, 2001 #4256
Need Radio & TV CPP's for Toronto, canada. Can you help.

The Media Guru Answers(Thursday, March 15, 2001 ):
CARD (canadian Advertising Rates and Data)


Wednesday, January 24, 2001 #4121
Hi, I'm in the research stage and need some advice- do you know where I can find abundant info. on media available in Vancouver and British Columbia? Thanks!

The Media Guru Answers(Friday, January 26, 2001 ):
CARD (canadian Advertising Rates and Data)


Thursday, January 11, 2001 #4091
Dear Guru, The info on Ad Data is great. Do you know where I can get similar data (radio CPP) on canadian markets?

The Media Guru Answers(Thursday, January 11, 2001 ):
The closest is CARD (canadian Advertising Rates and Data)


Monday, June 26, 2000 #3580
what, if any studies have been done analysing spill from the American market into canada - TV specifically?

The Media Guru Answers(Monday, June 26, 2000 ):
Nielsen will have done this, as may BBM . There are numerous legal issues involved, to.

Try the TV Bureaus of Advertising and The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Wednesday, May 24, 2000 #3493
I am looking for statistics regarding the current and projected size of the local advertising market in canada. Can you please help me to find such figures.

The Media Guru Answers(Monday, May 29, 2000 ):
These data are typically reported by trade media. In canada, try AdNews


Friday, April 07, 2000 #3378
Dear Media Guru - I need to get a list of all AM & FM radio stations in Dallas with a description, rating etc. How can I get this without setting off the rep process. I'm new to this country. Used to plan in canada. Thanks

The Media Guru Answers(Sunday, April 09, 2000 ):
One great resource is Radio & Ratings


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 01, 2000 #3268
WHERE DO I ACQUIRE EMAIL LISTS OF GIFTWARE BUYERS FOR DEPARTMENT STORES,MASS MERCHANDISERS AND DISCOUNTERS. NEED TO LOCATE US, canada,EUROPE PTC7@AOL.COM

The Media Guru Answers(Wednesday, March 01, 2000 ):
The Guru and AMIC are strongly opposed to marketing by SPAM and will not in any way help someone planning to use this method of communications.


Friday, February 18, 2000 #3230
Hello Guru, Where can I find out about spillage from American publications into canada. ie how many canadians read various American publications?

The Media Guru Answers(Friday, February 18, 2000 ):
Audit Bureau of Circulations and BPA, Int'l. publisher's audits both report canadian circulation for American publications.


Wednesday, February 09, 2000 #3201
Hello Guru, I need to get hold of case studies on the effects of the ban of ads to children in canada. Please could you give me some suggestions of where to look. I have found references to the Wall street Journal and Advertising age but how can i gain access to past articles without having to suscribe. Thank-You for your time.

The Media Guru Answers(Sunday, February 13, 2000 ):
Many local libraries, even suburban public libaries, such as the one in the Guru's town, have years of microfilmed back issues of these publications. In addition, many today have internat access to such archives for thier members. If you are or near New York, the incomparable Science Industry and Business LIbrary and their online Electronic Resources are available to anyone with a library card, and virtually anyone can get a card, by applying in person.


Wednesday, February 02, 2000 #3179
Hello Media Guru, I am searching the information about the media planning model worked out by canadian Media Directors Council (CMDC). Please, can you tell me what is the heart of this method. I would be also very grateful for any references about this theme. Thank you in advance.

The Media Guru Answers(Wednesday, February 02, 2000 ):
The Guru's limited knowledge about this "model" includes these points:
  • It's not a media planning model, it's a reach and frequency model
  • It has not yet been released
  • When released, it is likely to be available only to Council members, and therefore not accesible for the Guru's evaluation.


Friday, December 17, 1999 #3060
Dear Guru - what do you think will be the impact of internet TV on the canadian market - is Icravetv.com the first such viewing opportunity and if not, what are the learnings in terms of classic TV viewing?

The Media Guru Answers(Sunday, December 19, 1999 ):
The Guru believes impact will be minimal. A small, low-quality image with low quality sound is not likley to becom anyones preferred form of viewing, internet in the corner of normal TV seems more appealing. Viewing by either method will likle be discounted for low attentiveness, too.


Wednesday, December 08, 1999 #3036
I would like to have a list of all forms of media for the film industry in Toronto to contact in order to greatly promote a film ie; t.v,radio, newspaper, magazine, photographer

The Media Guru Answers(Wednesday, December 08, 1999 ):
CARD (canadian Advertising Rates and Data) is the source you need.


Wednesday, December 01, 1999 #3011
Dear Guru, Where can I obtain information on canadian TV and radio ratings and readership figures for canadian newspapers? Thank you very much

The Media Guru Answers(Wednesday, December 01, 1999 ):
All that occurs to the Guru is CARD, canadian Advertising Rates and Data, and BBM Bureau of Measurement canada's broadcast ratings.


Wednesday, November 17, 1999 #2981
Dear Guruji, JI is added to the name to give respect in India. There are advertisers around USA,canada,Europe etc who want to advertise in the INDIAN PRESS.We want to help those companies who are interested to advertise in India.We will take care of the placing of the advertisements sending of voucher copies etc.Please let us know how to go about on this. Regards,Bharth R Curam - Chief Executive Media Matrix,.

The Media Guru Answers(Monday, November 22, 1999 ):
Advertise your services:


Thursday, September 09, 1999 #2780
I am a college student and I work part time at an Ad Agency. I am currently taking International Mass. Comm. at St. Norbert College and my research paper has to deal with the media of a foreign country. I was hoping you could fill me in on how to find information about media and media relations for foreign countries, namely England and canada.

The Media Guru Answers(Monday, September 13, 1999 ):
Start with canadian Advertisng Rates & Data and International Media Guide. These should give you a start, and you should be able to continue by visiting web sitees of the media you'll find in these guides.


Wednesday, September 08, 1999 #2776
Dear Guru: My client has asked me to provide him with a r/f on a canadian TV/radio plan. Our research vendors don't seem to have access to canadian data. I've got the Nielsen books, but need a resource to run the data. Any suggestions?

The Media Guru Answers(Monday, September 13, 1999 ):
AMIC's sister company, Telmar, offers media planning systems which handle canadian data.


Friday, June 25, 1999 #2592
Dear Mr. Guru: I have been planning and placing advertising in the U.S. for over 20 years. I have had some experience with canadian advertsing but have no experience in planning or placing other International media. Can you suggest a source to call or write about this subject. I looked at your topics and nothing seemed to answer these questions. My e-mail address is ma.page@worldnet.att.net

The Media Guru Answers(Friday, June 25, 1999 ):
Click here to see about 50 past Guru responses about international media and planning.


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.


Wednesday, February 17, 1999 #2342
what are the outdoor tracking and site evaluation measures that are currently being employed in the US, canada and UK? Also can you tell me something about OASIS?

The Media Guru Answers(Thursday, February 18, 1999 ):
Outdoor is essentially measured by sporadic checks of traffic past posting sites. One company with expertise in outdoor media analysis, and which serves all three countries is Harris Media Systems (a sister company of AMIC's)

The only "OASIS" relevant to media, of which the Guru is aware, is a technology which "allows almost any web page to be delivered to a variety of non-PC environments"


Thursday, January 14, 1999 #2261
The Media Guru response of Dec. 4/98 was that "common products . . . bought recently" are best candidates for recency planning, as opposed to products involving "considered purchase," such as automobiles. Not every- body buys even "considered purchase" items on the same day, so does it not make sense to spread impressions over entire year, perhaps on basis of % sales by month? My experience in grocery packaged goods designing Test vs. Control experiments on different ways to execute "recency" supports Erwin Ephron's work. Same approach should apply to even automobiles, it seems to me -- unless someone has conducted experiments proving the contrary. Have you seen such evidence, or are you speculating. There are many myths about recency. My experience is in canada, where I am a consultant specializing in recency.

The Media Guru Answers(Friday, January 15, 1999 ):
That Guru response combined readings of Erwin's published work on recency, conversations with Erwin, and some of the Guru's own thinking.

Your excerpt is inaccurate, however. The Guru referred there to "common products bought regularly."

In that response, the Guru also stated that recency does not require even levels of continuity, but that seasonal sales peaks can certainly be reflected in plan levels. This would likely fit the automotive situation.


Friday, December 04, 1998 #2203
Dear guru, what is the Media Multiplier Effect and where could I find information on studies conducted on it? Thanks.

The Media Guru Answers(Monday, December 07, 1998 ):
The Media Multiplier Effect is a system originated by Magazines canada to demonstrate the benefits of adding magazines to TV schedules. There are details and research summaries on their site.


Tuesday, November 17, 1998 #2159
Where can I get data on what publications the Indian community in USA, UK, canada and HongKong read as well as TV programs viewed

The Media Guru Answers(Tuesday, November 17, 1998 ):
The Guru does not believe there is any published data resource for your needs. Contact some of the major media of which you may already be aware like India Abroad and chat with a salesperson there to expand your knowledge.


Wednesday, October 14, 1998 #2095
Dear Guru, Do you know special media models for autdoor advertising? Are there any difference of modelling diffrent media? What is the most appropriate model for calculating reach and frequency for the outdoor advertising. There are several models like Agostinis, Beta Binomial eg., what is the closest one to the outdoor models. Thank you.

The Media Guru Answers(Thursday, October 15, 1998 ):
Harris Donovan of canada has an Outdoor Reach and Frequency system.

A media reach model is based on several observations of the actual reach achieved by real schedules and finding a "curve" that matches a regression analysis of the GRP vs frequency lines. Some of the models you mention are appropriate with small ratings like radio's or medium ratings like consumer magazines'.


Wednesday, October 14, 1998 #2094
Dear Guru! Could you explain the speciality of billboard advertising, focusing on the time length of the campaign. I suppose there is an optimal length of a campaign, and after that the reach is not growing (or just a little). In the European market we can find 1 week 2 week and 1 month long campaign too. Are there any available research on this topic? Thanks Tamas

The Media Guru Answers(Thursday, October 15, 1998 ):
In the U.S., an outdoor campaign is usually bought as a 25, 50 or 100 "showing". "Showing" means GRP's per day, based on camparing DEC (daily effective circulation) to the population universe.

A "50 showing" outdoor campaign will achieve 85% or better reach in one month, so obviously there cannot be much reach growth from there. A 25 showing isn't much lower and a 100 showing isn't much higher.

Campaigns usually run 3 or more months. The cost of production typically works against less than 30 day postings.

Even though outdoor delivers very high reach at low cpm, in the Guru's experience it is rarely employed just for this reach building, because it offers limited message length and detail.

Harris Donovan of canada has an Outdoor Reach and Frequency system.


Thursday, June 25, 1998 #1923
Guru, I work for an online interactive media group (Vickers and Benson). We are planning a large campaign for a major canadian bank. One problem however is trying to find the value of a high priced CPM. If I'm going to pay $85CPM on AOL can I be certain that it will result in higher clickthroughs? Do high CPM's mean good clickthrough rates? More imprtantly, how does one determine CPM value? If I concentrate my budget on a few high-end sites am I bound to get a higher clickthrough % than several low-cost CPM? Thakx in adavnce

The Media Guru Answers(Friday, June 26, 1998 ):
Absolutely not! There is no inherent, reliable correlation of web cpm with clickthrough.

Clickthrough is a function of two things:

  • Placing your banner on a site where the visitors are likely to be interested in what you are advertising, and
  • Making your banner interesting enough to attract clicks.
In the first case, it is between you and the seller to determine if the right audience will see the banner. One way is to attach the banner to specific key words in search engines or site searches. Another is to select sites with very targeted content. The former can be far less expensive cpm-wise than the latter. Often high-end cpms are charged for highly targeted sites which have smaller, but more select audiences.

If you are looking for clickthrough guarantess, some sites are sold on a cost-per-click basis, and you should ask for that if the seller insists his audience will deliver high clickthrough.

Becasue the real burden of attracting clicks is born by the ad copy and also depends on how fresh it is to the eyes of the prospect, the Guru thinks selling cost-per-click is a sucker bet for a web publisher.


Monday, May 25, 1998 #1607
what is A.C.Nielson's ?.Are they into web related business.Do they function as some sort of auditing web hit figures?.Please clarify.Thank you.

The Media Guru Answers(Tuesday, May 26, 1998 ):
A.C. Nielsen is the original name of the marketing and media research company which has been divided into A.C. Nielsen the company, according to them, offers "services in over 90 countries and with 1995 revenues of $1.4 billion, is a global leader in delivering market research, information and analysis to the consumer products and service industries."

Neilsen Media Research is the company you are probably interested in. They say: "Nielsen Media Research is a company of Cognizant Corporation. It's primary concern is media measurement across the United States and canada."

AC Nielsen does the same in the most of the rest of the world.

Neilsen Media Research offers several internet measurement services, but the web site auditing service you want is probably Nielsen I/Pro


Friday, January 17, 1997 #1074
We're interested if there is any information available in canada comparing large format newspaper advertising (double or triple page spead) and FSI's.

The Media Guru Answers(Sunday, January 19, 1997 ):
The Guru suggestsb you begin with the Newspaper Marketing Bureau of canada


Thursday, January 16, 1997 #1075
Is there a listing anywhere on the internet of all Advertising Agencies in the US available - even those not listed on the internet? Is there a way of finding out what accounts the agencies have and/or who does business in canada? Thank you for your assistance.

The Media Guru Answers(Thursday, January 16, 1997 ):
Internet Public Access Corporation says they have a directory of AAAA and other agencies "coming soon" Under the "industry directories" link they have contact info for the Standard Directory of Advertising Agencies (The Redbook) generally considered the definitive source of the information you want, including geographic listings and account lists.


Sunday, September 22, 1996 #1141
Hello Media Guru, As powerful as the Web search enginesare on the internet, I cannot find any research sites on the newspaper business in the UK. There are manysites by the US and canada newspaper organisations, Can you tell me of any sites in the UK, which carry recent research material?

The Media Guru Answers(Monday, September 23, 1996 ):
Our very English guru suggests you look at

1. AdWeb and look at the section on the NRS (National Readership Survey) first. This will give you top line info and is free access.

2. IPA (Institute of Practitioners inAdvertising). You can look at recent research appraisals here and some other information on readership but not all of it is free access.

3. MediaTel This will have all sorts of information on readership but is mainly closed access and users have to pay.


Monday, June 10, 1996 #1202
Where is the best source to find information on Total Advertising Expenditures in canada?

The Media Guru Answers(Tuesday, June 11, 1996 ):
Competitive Media Reports of canada, at (416) 961-2279 tracks consumer print. Perhaps they can direct you to sources of spending tracking for other canadian media.



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