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Media Guru

Guru Search Results: 197 matches were found

Tuesday, November 19, 2002 #5629
Where can I find the number of ad pages ( annual) in restaurant magazines/newspapers?

The Media Guru Answers(Tuesday, November 19, 2002 ):
CMR (competitive Media Reports)


Tuesday, November 12, 2002 #5610
Media Guru, How do I find the BDI/CDI and SOV for the retail industry. Specifically NIKE.

The Media Guru Answers(Tuesday, November 12, 2002 ):
"Retail" usually means stores, so Footlocker is retail, Nike isn't.

BDI is calculated by comparing sales to population, e.g. if 15% of Nike revenues are generated in the NY DMA and NY DMA has 10% of the population, BDI is 150.

CDI is similar, but based on category, rather than individual brand.

The Guru doubts that these sales data are public.

SOV is Share of Voice, meaning the portion of category advertising dollars spent by the particular advertiser. CMR (competitive Media Reports) is the data source you need for this.


Wednesday, November 06, 2002 #5599
Hi, I wanted to find out if there is a resource that I can look up and find past advertising patterns for Oral-B. I want to be able to find out where they have advertised in the past and see copies of their creative. Thanks in advance for your help. ~K

The Media Guru Answers(Wednesday, November 06, 2002 ):
Try CMR (competitive Media Reports) for spending and VMS (Video Monitoring Services) for creative.


Monday, September 16, 2002 #5519
I've been asked to find out budget estimates for launching a nationwide print, television, and radio campaign for a hypothetical campaign for a new Toyota car. Do you have any budget estimates for a nationwide car campaign? Or do you know where else I should check?

The Media Guru Answers(Tuesday, September 17, 2002 ):
Consult CMR (competitive Media Reports) for budgets of past launches.


Wednesday, August 21, 2002 #5476
Do you know where we can find a market profile on the internet or from an association for Air Filters (competitive info, sales, consumer info)?

The Media Guru Answers(Wednesday, August 21, 2002 ):
Try to find trade media at PubList


Monday, July 29, 2002 #5440
Roughly how many companies and brands advertise in major meassured media. I have heard a figure of 7,000 companies and 20,000 brands in CMR. Is that close?

The Media Guru Answers(Monday, July 29, 2002 ):
CMR (competitive Media Reports)'s site claims:
"CMR tracks $100+ billion in advertising and more than 100 million advertising occurrences a year . . . covering more than 900,000 brands across 15 media"


Thursday, July 25, 2002 #5438
Hi Guru, I have a client who is trying their first shot at DTC advertising. Their market is women 40-60 with an income of $60k+. The product is actually a procedure that is competitive to Lasik. I'm put at a task to advertise to this audience within very niche markets: kansas city, north los angeles, tyler texas, new jersey, new orleans. I'm not sure what's the best medium. Whether it should be print, online, radio or tv or a combo of each. What do you think? Also, since I've never done tv buys, how can I contact these networks to do a regional buy? Also, are there shows such as finance and home and garden that have regional buys? Where can I learn more about broadcast advertising? Thanks so much! K

The Media Guru Answers(Saturday, July 27, 2002 ):
Your targeting might call for print, but the highly local aspect suggests radio and selected cable.

Yes, networks have regional buys. However, you are talking of markets far smaller than "regions." For something like "North Los Angeles" you would buy local advertising through a cable system (not broadcast) on their financial or home and garden networks. Start by talking to SpotCable


Wednesday, July 17, 2002 #5416
Guru: What are some differences in competitive spending data provided by CMR and Nielsen Adviews? Are there major caveats with one versus the other? Thank you.

The Media Guru Answers(Wednesday, July 17, 2002 ):
CMR (competitive Media Reports) is a data service, Adviews is software to manipulate the data from Nielsen Monitor Plus, a competing service. Visit the referenced sites to compare.


Friday, June 07, 2002 #5333
Guru . . . Is there a source from which I can determine total advertising dollars investmed in all media by DMA market?

The Media Guru Answers(Friday, June 07, 2002 ):
Totals come from CMR (competitive Media Reports) and include local spending for top markets. If you want to attribute a portion of national spending to each market, there are two methods. In proportion to population See Nielsen DMAs or according to how the audience falls, based on ratings and circulation reports.


Tuesday, June 04, 2002 #5322
Hello Guru! As always a hearty thanks for your work on this fantastic site. I had a question on research options. Where can you find research on a companies competitors and their marketing strategies? Research on where they are advertising, what mediums and how much they are spending? I know there must be some research group that tracks this info so any direction from you on who it may be would be much appreciated!

The Media Guru Answers(Thursday, June 06, 2002 ):
You're welcome.

Spending data is available from CMR (competitive Media Reports).

Companies do not genrally publicize their marketing strategies, nor can they necessarily be deduced fom their advertising spending alone. Trade media, such as Ad Age, sometimes write about them.


Friday, May 31, 2002 #5316
I am working with a new client and need to do a presentation on media planning and buying. No problem. However, he also wants me to tell him "Why Advertising Works." I am planning on looking at some sales reports and doing some case studies, as well as looking at competitive sales in his marketplace. Can you offer any other suggestions on where to start?

The Media Guru Answers(Sunday, June 02, 2002 ):
Remeber to focus on why. You seem to be thinking of "whether." Look into theory, perhaps through The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Tuesday, May 14, 2002 #5279
DEAR Guru, advertising a car model can you explain the connections between the target market, the product and the communictaions campiagn? also what are the ad/disadvantages of each method of media when preparing a media campiagn?

The Media Guru Answers(Saturday, May 18, 2002 ):
Most simply: Various brands of products have appeal to specific demographics. For existing brands, these ddemographics can be discerned by analyzing survey research, often syndicated studies such as MRI, Simmons and The Mendelsohn Media Research Affluent Study. Proprietary, "custom" research is also used.

The working theory is that the best advertising target is people similar to current purchasers. New models or programs aimed at changing the purchaser appeal may have variants based on the profile of competitive models, speculation or other research, including qualtitative types.

Communications is then planned to reach the same target, and to place advertising in a supportive environment, that relates to the product, target lifestyle, image goals of the brand, etc.

For some comparisons of media, see the Guru's media strengths page.


Monday, May 13, 2002 #5277
The agency I work does not subscribe to CMR, so maybe you can help. Is there a site online that will give me current information on the current state of travel, particularily domestic. Also, maybe how the economy has affected that.

The Media Guru Answers(Saturday, May 18, 2002 ):
The Guru does not believe any site has CMR (competitive Media Reports) or comparable data on travel, unless a trade publication such as Ad Age has done an article.

The Travel Industry Association site has useful information.


Wednesday, May 01, 2002 #5260
Where can I get reported spending infp for the major media.

The Media Guru Answers(Wednesday, May 01, 2002 ):
CMR (competitive Media Reports)


Monday, April 15, 2002 #5222
What are the total advertising expenditures in Charlotte County, Floride

The Media Guru Answers(Saturday, April 20, 2002 ):
The source to check, if such data is available is CMR (competitive Media Reports). Advertising appearing in Charlotte county is probably bought for Sarasota or Ft. Meyers. The Guru doubts such specific tracking is available. Ocal outdoor or cable providers and perhaps smaller radio stations might have such records.


Tuesday, March 12, 2002 #5145
Hi Guru, I am doing research on the correlation of Ad Response by DMA (as derived from marketing mix models) to traditional sales measures (BDI/CDI/Growth Trends) and have some interesting findings. My question relates to spot buying tactics and if the list below is exhaustive: 1) Opportunistic--Strong CDI Weak BDI 2) Share Defense--Basically opposite of above 3) Spend to Business--more of an allocation strategy as opposed to a market selection 4) Impression weighting--Like number 3 but takes into account viewership Am I leaving anything off (especially sales based metrics) or not characterizing it correctly. Thanks

The Media Guru Answers(Sunday, March 17, 2002 ):
All of your tactics are presumably based on total market delivery, that is accounting for national media weight and bringing the market in line with a goal based on one of your ways of setting market levels.

Other possibilities include looking at spot on its own and at the other extreme, taking into account a complete media mix. One tactic more in line with your probable intent of allocation or level setting strategies might be Share of voice or other tactics based on competitive activity.


Tuesday, March 05, 2002 #5135
Dear guru: I'm seeking some guidance on planning and buying local cable tv advertising and how it relates to local network tv placement. For example, many of the smaller markets we are researching do not have cable ratings available. Is it safe to use the nearest DMA available cable ratings as a guideline? Also, does Nielsen offer cable ratings, and if so, is it standard practice to post cable networks against these projections? Also, does a national guide of cable providers exist, that enable you to look up a specific geographic region and identify cable providers in the area? Is there any type of reference guide of sorts that could assist me in cable tv planning in general? Thanks.

The Media Guru Answers(Monday, March 11, 2002 ):
  • The Guru would not base cable ratings on a nearby DMA. This situation implies you would use the ratings data of a larger, urbanized market to judge a smaller, suburban or rural market where tastes might differ greatly. Similarly, cable penetration might be very different in a rural market, and most importantly the competitive picture as far as networks and local stations available will likely be different.
  • Yes, Nielsen offer cable ratings and where available, are appropriate for posting. Nielsen reporting standards are based on audience size, not on the type of signal.
  • You will probably find SRDS' Broadcast and Cable Source useful.
  • Also, try the national spot cable reps like NCS


Friday, February 22, 2002 #5110
I am doing a paper for school on Nintendo Gamecube and I need to report the amounts spent on each advertising medium, ie. television, magazines... Where would I find this type of data? Brianna

The Media Guru Answers(Friday, February 22, 2002 ):
CMR (competitive Media Reports)


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.


Thursday, January 31, 2002 #5043
how much money did walt disney spend in 2000

The Media Guru Answers(Sunday, February 03, 2002 ):
See CMR (competitive Media Reports)


Tuesday, January 15, 2002 #5009
what's the best service for competitive ad tracking -- primarily trade pubs, some online? thanks

The Media Guru Answers(Thursday, January 17, 2002 ):
Start at CMR (competitive Media Reports)


Thursday, January 10, 2002 #4993
Can you point me to a source of national ad media spending by month or quarter for the last year or so?

The Media Guru Answers(Thursday, January 10, 2002 ):
Go to CMR (competitive Media Reports) for brands. Possibly Ad Age just for a national bottom line.


Sunday, January 06, 2002 #4980
What is the total dollars spent, or budget, for advertising by the Information Technology sector? Broken down by media type?

The Media Guru Answers(Sunday, January 06, 2002 ):
See CMR (competitive Media Reports)


Thursday, December 27, 2001 #4965
Is there any resource/company to find the number of pages of advertising per issue for a specific publication? I'm looking for business-to-business publications focusing on government, such as Governing or Roll Call. Thanks!

The Media Guru Answers(Thursday, December 27, 2001 ):
CMR's (competitive Media Reports) Business 1200 might address this question. The individual magazines can ususally give you this info for thier own pages.


Monday, December 10, 2001 #4937
Hi Guru, What are the best resources to find out what the leading advertising agencies for radio are, as well as who their key clients are? Also, are you aware of a resource that lists category rankings for the various major media? Thank You!!

The Media Guru Answers(Wednesday, December 12, 2001 ):
The Standard Directories of Advertising Agencies and Advertisers ('The Redbook') for major radio advertising agencies and their client lists.

CMR (competitive Media Reports) for spending details.


Tuesday, December 04, 2001 #4920
Can you please site a source (or be the source) to answer a question about print wear-out? If running a print ad in a weekly community newspaper, using a 16 time, every other week schedule, how many creative units would you recommend?...Steve

The Media Guru Answers(Tuesday, December 04, 2001 ):
  • This is not really a media question, it is a creative question
  • From a media perspective, the answer will depend on many things, such as size, competitive environment, and campaign marketing elements

Click here to see past Guru responses about wear out


Wednesday, November 28, 2001 #4915
Dear Guru, 1)Where can I find CPM comparison data for local community newspapers versus dailies? 2) What is considered to be a competitive CPM for local community newspapers? 3) What do ad placement agencies charge for their work? Thank you very much

The Media Guru Answers(Thursday, November 29, 2001 ):
Until recently, there were a handful of sites that offered print rate data, such as Media Passage, Media SpaceBank, Newspaper SpaceBank, etc., but they all seem to have fallen by the wayside.

The Guru does not think that the daily vs community newspaper decision is primarily going to be base don CPM. Usually dailies cover a wider area while community papers are just that, focused on smaller geographies. Out-of-pocket cost is then the key difference.


Tuesday, November 20, 2001 #4900
I am trying to estimate past Reach & Frequency for a transportation trade industry print campaign -- and based on that set R&F goals for 2002. I have gathered the following information: Target universe in US, Asia and Europe; each publication's circulation to that target (where available); duplication (very limited availability of this from these pubs). Given this information, what formula could I use to (gu)estimate Reach & Frequency for this Trade plan? Alternatively, what other measures could I offer to my client to measure a recommended media plans effectiveness (i.e. competitive SOV)?

The Media Guru Answers(Wednesday, November 21, 2001 ):
The simple formula begins by calculating audience-divided-by-universe to estimate ratings (probability of exposure). Multiplying together all the negative probabilities gives you the reach, disregarding specific duplication. In other words, if you get a rating of 14% of target, the negative probability is 86%. Then, two issues of that publication have a combined negative probability of 0.86 X 0.86 or 0.7396. Thus the probable "reach" is 1 - 0.7386 or 26%. This reflects a rando likelihood of dulication of roughly 14%. In reality, there is more than just this random duplication between two issues of the same trade title, probably 50%+, so a better estimate of the reach would be 14% + 50% of 14%, or 21% reach.

For a good guestimate, combine all your insertions this way, using 60% duplication between repeats in the same title and 30% between different titles. Use judgement about titles from different countries which may have virtually no mutual duplication.

SOV is another comparitive tool. Going beyond relative communication and relative spending gets quite speculative.


Tuesday, October 30, 2001 #4851
I am Manager of Product Marketing in a company that cares more about national ad volume trends than CPP. Particularly trends around number of Unique ISCIs being produced and trafficed. Do you have a recommendation for finding data around this? We usually look at ad spending forecasts. But, it is difficult to determine where increases or decreases are a result of volume changes as opposed to where they are a factor of changes in CPP. For example, in the current environment I've been predicting ad volume to hold flat or slightly increase (pre 9/11) due to the price decreases at the networks. Interpreting the decline in add dollars to be more a factor of price deflation than volume. Can you recommend some information resources to help?

The Media Guru Answers(Tuesday, October 30, 2001 ):
Assuming ISCI codes are indicative, try CMR (competitive Media Reports) or VMS (Video Monitoring Services) for a count of different commericials in play.


Friday, October 19, 2001 #4803
Who sells LNA data

The Media Guru Answers(Friday, October 19, 2001 ):
CMR (competitive Media Reports)


Friday, October 12, 2001 #4783
I used the archives to look up a question concerning the use of celebrity endorsements. Both of the responses in the archives referred to the Advertising Research Foundation. I called the number, and was told that information is only available to paid members. You should note this when you refer people to that organization.

The Media Guru Answers(Friday, October 12, 2001 ):
The Guru does not purport to provide, primarily, links to free data. Most of the sources cited, Nielsen, Arbitron, MRI, Direct Marketing Association (DMA), , CMR (competitive Media Reports) etc., have membership fees, subscription fees, or data charges.

The user must decide whether the need justifies the cost.

It doesn't cost any more than a phone call or email to learn there is a charge.

Personally, the Guru feels that ARF membership is justified by access to the library alone.


Wednesday, October 10, 2001 #4773
Guru, do you know approximately what percent of all measured media ad $ are being handled by Buying Services? Also how has this amount been trending over the past couple of years?

The Media Guru Answers(Monday, October 15, 2001 ):
Some analysis of CMR (competitive Media Reports) data should answer this.


Thursday, October 04, 2001 #4755
industry wide -- what percentage of a media budget is going towards online? do you know the percentage in the travel industry?

The Media Guru Answers(Monday, October 08, 2001 ):
Probably less than 1%. Check CMR (competitive Media Reports)


Monday, September 24, 2001 #4732
What is PIB

The Media Guru Answers(Monday, September 24, 2001 ):
"Publishers' Information Bureau," a service which tracked consumer magazine advertising. See CMR (competitive Media Reports)


Friday, September 14, 2001 #4716
I went to adage.com and found total ad dollars spent in calendar year 2000. I can not find total ad dollars spent in Seattle DMA for calendar year 2000 or 1999. Can you help me? Would also want to see what media got what percentage of the total amount...TV, Radio, Newspaper, Out of Home and Internet for a calendar year in Seattle is what I am looking for.

The Media Guru Answers(Friday, September 14, 2001 ):
Consult CMR (competitive Media Reports)


Thursday, August 30, 2001 #4686
I am responsible for advertising strategy planning for an online advertiser. We are in a very competitive market and it would be useful to be able to keep an eye on competitors' ads. Is there are any way to find out what *new* ads have been published on the web each day/week/other period (either by industry segment or just all ads)? Thanks

The Media Guru Answers(Tuesday, September 04, 2001 ):
There are too many web sites to truly track thoroughly. But try AdZone Interactive


Thursday, August 23, 2001 #4674
hi guru, can u tell me difference between SoV and SoM and whats the significance of it?

The Media Guru Answers(Sunday, August 26, 2001 ):
Both are ways to consider the competitive situation.
  • SOV is share of voice, the advertiser's proportion of all the advertsing in the category. It's usually share of weight (impressions) but sometimes is evaluated as share of spending.
  • SOM is share of market. This is the advertiser's proportion of all the sales in the category. It can be evaluated as share of units sold or share of dollar sales.


Thursday, August 09, 2001 #4646
Dear Guru: I am trying to track the advertising revenues (through 2nd Qtr 01) for Los Angeles media, specifically spot radio. Do you know any companies that compile this info? Are any of them free? Thanks,

The Media Guru Answers(Saturday, August 11, 2001 ):
CMR (competitive Media Reports); no freebies.


Thursday, August 09, 2001 #4643
Can you provide the names of the companies that provide proprietary, custom reports of competitive advertising spending. I've worked with companies in the past that specialize in high tech, finance, and healthcare, and provide the information on a market-by-market basis.

The Media Guru Answers(Saturday, August 11, 2001 ):
Start with CMR (competitive Media Reports).


Monday, July 23, 2001 #4599
I'm trying to find out the national inbound, outbound and in market spending to determine how much is being spent in each of the below markets: Atlanta Boston Chicago NY Dallas Houston LA San Francisco Do you know what the best resource would be?

The Media Guru Answers(Tuesday, July 24, 2001 ):
Your best resource is probably CMR (competitive Media Reports), but there are going to be issues around rules and definitions of terms:

Does "inbound" mean purchases of media which reach audiences within the market or media that are owned within the market? Think of superstations.

Does outbound mean placements by agencies based in the market or by buyers based in the market or advertisers based in the market? How do you account for Dallas activity of an advertiser corporation with headquarters in Boston using an AOR agency based in New York that places buying regionally from an Atlanta office?


Wednesday, July 11, 2001 #4570
How often do movie theaters advertise?

The Media Guru Answers(Wednesday, July 11, 2001 ):
Specific theaters can be tracked in CMR (competitive Media Reports) retail resources.

Generally speaking, the Guru thinks theaters very rarely advertise, leaving it up to the studios to promote current releases and include theater listings in these ads. Most likely, custom research will be needed.


Tuesday, July 10, 2001 #4565
Thank you for an invaluable service. Help!! A client wants to know how many times they should advertise in a publication to get effective reach? He wanted to know if there is a good rule of thumb? Is there anything like that? I tend to think that this number is different depending on the size of the target audience. How would you detemine an effective reach level for a trade plan/publication? Thanks

The Media Guru Answers(Wednesday, July 11, 2001 ):
An old planner's rule of thumb in consumer publications was 4 times per year in a monthly and once a month in a weekly.

The Guru doesn't see a reason why effective reach should depend on the target. Factors like competitive climate, clutter, product interest, complexity of message all seem more relevant. At any rate, "effective reach" is about how many times the target is exposed to a message. If you are working in a narrow trade arena, where the authoritativeness of the book is crucial to your effectiveness, you'll make a book-by-book decision, not work from a rule of thumb.


Friday, July 06, 2001 #4552
Oh mighty guru...what is Audio watermarking applications for broadcast monitoring? and how does it apply to the media planning process?

The Media Guru Answers(Friday, July 06, 2001 ):
The Guru believes "audio watermarking" refers to placing inaudible digital code into music, commercials or broadcast material so that its origin or identity can be tracked by automated mechanical means. This could allow rights holders to track mpg downloads, and competitive tracking services to automate schedule monitoring. Below are some bibliographical references the Guru came accross at Digital Watermarking World

  • P.Bassia, I.Pitas, Robust audio watermarking in the time domain, Dept. of Informatics, University of Thessaloniki Thessaloniki
  • Laurence Boney, Ahmed H . Tewfik , and Khaled N. Hamdy , Digital Watermarks for Audio Signals, 1996 IEEE Int. Conf. on Multimedia Computing and Systems June 17-23, Hiroshima, Japan, p. 473-480
  • Laurence Boney, Ahmed H . Tewfik , and Khaled N. Hamdy , Digital Watermarks for Audio Signals, EUSIPCO-96, VIII European Signal Proc. Conf., Trieste, Italy, September, 1996.
  • Klara Nahrstedt, Lintian Qiao, Non-Invertible Watermarking Methods For MPEG Encoded Audio, Department of Computer Science, University of Illinois, June 25,1998
  • Mitchell D. Swanson, Bin Zhu, Ahmed H. Tewfik, Audio watermarking and data embedding - Current state of the art, challenges and future directions, 1996
  • Sebastian Kanka, AKWA. Diplomarbeit Audiowatermarking, ZGDV, 1998


Thursday, July 05, 2001 #4546
Dear Guru: I have recently been told that in order to determine reach and frequency accurately, it is required that the competitive set in a market be also known. For example, it costs more to get reach in a market with lots of competition than it does in a market with none. I thought that the answer would be the same regardless, i.e. that I could get a 75%/3 R&F for X$$, but that the effectiveness of the ad would be less in the market with more clutter? Can you confirm or refute?

The Media Guru Answers(Thursday, July 05, 2001 ):
The Guru endorses your position. Reach calculation is only about audience accumulation and does not factor competition at all. If a station sells a news announcement with a 10 rating for $1000, it gets a 10 reach, no matter what any competitive advertiser might do. Competition could be a factoer in the cost of reach only if the competitors are so demanding of the same media inventory that the cost of the spot rises in response to demand. But this relates to demand for the commercial, whether by your competitors or buyers in an unrelated category.

So, competition has no effect on reach of a given schedule. It may indirectly and incalculably affect the cost of that schedule. As you surmise, it probably affects the impact.


Wednesday, June 13, 2001 #4486
I have currently been trying to find a media research company that will provide competitive spending analysis for healthcare trade publications, and have been unsuccessful. CMR does not provide trade pub research; does anyone?

The Media Guru Answers(Wednesday, June 13, 2001 ):
CMR's (competitive Media Reports) Business 1200 tracks trade pubs and PERQ specializes in health care research including adspend.


Tuesday, May 29, 2001 #4435
Thank you for all your great information. Where can I find a breakout of radio advertisers by industry? (already tried RAB)

The Media Guru Answers(Tuesday, May 29, 2001 ):
Try CMR (competitive Media Reports).


Sunday, May 27, 2001 #4429
I am trying to understand the total annual advertising spending against consumers (2000 is fine). I have found some conflicting sources--one says $134.3B and one says $170B. Can you help? Thanks, Guru!

The Media Guru Answers(Sunday, May 27, 2001 ):
Both numbers seem low. Consult CMR (competitive Media Reports) and the archives of Ad Age. As of September 25, 2000, Ad Age had reported $215Billion McCann's Bob Coen Report, a primary Ad Age source, has estimated $233B for 2000. The Ad Age and Coen estimates both include almost equal amounts of "measured" and "unmeasured" media.


Friday, May 04, 2001 #4365
What is the minimum TRP level ONE creative execution should have allocated for a campaign? For example, if I have 3,000 TRP's total (NATIONAL) for different products, shouldn't there be a limit on the number of commercials we run, in effect because none of the spots would have enough weight attributed to it? Thank you so much!!

The Media Guru Answers(Saturday, May 05, 2001 ):
These decisions should be based on communications goal for each product, not numbers of commercials.

3000 GRP per year is about 60 per week. This is an adequate sustaining level for a brand, especially within recency concepts. If you are allocating this to products which have mutually exclusive selling periods of one month each, you could support 12 products comfortably.

competitive climate should also be considered.


Thursday, May 03, 2001 #4359
I am buying some media for a nutrition center in my area. He is doing this for just his three stores. There are 13 in the market. He has had a lot of success with my strategy so far, but I would like to look into what his company does on a national level. I know they do some tv nationally, but how do I find out more about what they do without going thru the client?

The Media Guru Answers(Saturday, May 05, 2001 ):
See CMR (competitive Media Reports)


Wednesday, May 02, 2001 #4356
Dear Guru, I'm looking for competitive television creative. There used to be an organization, Radio and TV Reports, that would provide copies of commercials but they may have gone out of business. Can you recommend a resource? Thanks for your help.

The Media Guru Answers(Wednesday, May 02, 2001 ):
Contact VMS (Video Monitoring Services


Tuesday, May 01, 2001 #4350
Is there any way to gather competitive media spending across all media without paying for it? My client cannot afford CMR.

The Media Guru Answers(Tuesday, May 01, 2001 ):
The only other legitimate way is to ask the media reps with whom you are working.

The Guru generally feels that if some form of research is considered essential in developing strategies, "can't afford it" is a penny-wise, pound-foolish approach.


Monday, April 23, 2001 #4338
Dear Guru, we will be introducing a consumer product on a national level. I need to find competitive information like media mix, markets, spending levels, etc. Can you give me a list of research sources that are applicable? Thanks for your help.

The Media Guru Answers(Monday, April 23, 2001 ):
See CMR (competitive Media Reports)


Friday, April 20, 2001 #4331
Where can we find information about advertising expenditures, by market and by individual medium. For example, how much was spent on television advertising in the Quad Cities DMA in 2000 (or by month)?

The Media Guru Answers(Friday, April 20, 2001 ):
See CMR (competitive Media Reports).


Tuesday, April 17, 2001 #4327
What are the best resources for competitive media spending tracking for business-to-business and technology advertisers?

The Media Guru Answers(Wednesday, April 18, 2001 ):
CMR (competitive Media Reports)'s Business 1200 is the best known b2b magazine resource. Other CMR reports cover other technology activity.


Wednesday, April 11, 2001 #4322
Can you think of a resource where I could find total media spending by MSA?

The Media Guru Answers(Wednesday, April 11, 2001 ):
CMR (competitive Media Reports) reports 75 top DMAs of Tv plus some other media.


Friday, April 06, 2001 #4316
Is there a source that reports advertising spending by market? If so, do they distinguish between "national" and "local/regional" ad spending on a market level?

The Media Guru Answers(Monday, April 09, 2001 ):
CMR (competitive Media Reports) local media reports distinguish between advertising placed with the stations from advertising running on the network.

But if you mean local placement distinguishing money controlled by a national agency vs a regional marketing office, that isn't likely unless there is a difference in copy.


Monday, March 26, 2001 #4289
Do you know of any services that can provide competitive trafficing of magazines ad that run across all print mediums (actual tearsheet and/or copies of the ads)

The Media Guru Answers(Thursday, March 29, 2001 ):
Try VMS.


Monday, March 05, 2001 #4230
In general (barring competitive factors), how many grps per week (tv and radio) constitute a light schedule, a medium schedule and a heavy schedule?

The Media Guru Answers(Monday, March 05, 2001 ):
These are all relative terms, with no specific definitions. 100 GRP might be medium to heavy for package goods and light to medium for short-term retail promotion.


Monday, February 26, 2001 #4210
I need to find out the total advertising dollars spent in Washington, DC on radio and tv. Thanks in advance for your help.

The Media Guru Answers(Monday, February 26, 2001 ):
Consult CMR (competitive Media Reports).


Monday, February 19, 2001 #4195
Is there a source of average cable costs per market? Similar to what SQUAD offers for TV and Radio? We are looking at cable nets to buy, but I have no clue what is a reasonable price for various markets. Thanks.

The Media Guru Answers(Thursday, February 22, 2001 ):
The Guru believes local cable should be priced competitively with spot broadcast on a marketwide basis. There is little reason to buy specific pieces of geography unless the area is specific to your trading circle, which would be too ideosyncratic to expect standardized price guides or unless you are simply trying to minimize out-of-pocket spending regardless of efficiency. If you think specific programming is desirable, use local broadcast efficiency as a starting / bargaining point.


Tuesday, February 13, 2001 #4178
Can you explain the recent phenomenon in radio with the growing popularity of voice tracking? How does voice tracking work? As always, thanks for your help!

The Media Guru Answers(Tuesday, February 13, 2001 ):
The Guru presumes you are referring to VoiceTrak, a competitive expenditure service based on vendors' submissions of ad spend data.

The Guru would not yet call it "popular."


Thursday, February 08, 2001 #4172
Hello Guru:A national client of ours was asked by his regional counterpart how much money he should allocate for advertising spending in his region of No.California. How do I begin the process of figuring this out? Thanks in advance for any information you can provide.

The Media Guru Answers(Sunday, February 11, 2001 ):
Begin with these considerations:
  • Is the regional a schedule to run on top of national?
  • What is the competitive advertising level in the category?
  • What share of "voice," adding together nartional and regional activity, is desired by the regional person?


Monday, February 05, 2001 #4156
Dear Guru, We are preparing for launch to a Parking Meter project, and i need to know which are the best medium to use in the media plan to (People takes a ticket from it and park their cars where the meter is installed. Its a new project in our country and people never saw such a thing so we need to educate them and announce that there will be a number of parking meters installed in specific areas, and who doesn't have a ticket and parked the car next to the parking meter will take a fine). There are no competitives as it is the first company who is doing this. Appreciating your reply A.S.A.P Thanks

The Media Guru Answers(Tuesday, February 06, 2001 ):
"Best media" in your case will depend on what media are consumed by your target people in your country. Unfortunately the Guru is not very familair with media audiences in your country (Jordan).

You should define who is most likely to be the driver parking in the geographic area where the meters will be located and then find media which efficiently reach that sort of person.


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.


Wednesday, January 31, 2001 #4143
Dear Guru: Where could I go to get information on spending for old advertising campaigns? Is there someone who tracks this (e.g. the long distance spending wars with MCI, AT&T, and Sprint) Thank you

The Media Guru Answers(Wednesday, January 31, 2001 ):
CMR (competitive Media Reports)


Wednesday, January 31, 2001 #4140
Hello Media Guru, I need to find some competitive research (spending, products,sales numbers, etc.) Where can I go on the web to find such information (non-fee service)? Thank you.

The Media Guru Answers(Wednesday, January 31, 2001 ):
The Guru does not believe this data is available free on the web.


Thursday, January 25, 2001 #4125
Dear Guru, Where can I find market size estimation, spending, and employment and segmentation for the film and production industry? Thanks, Sara

The Media Guru Answers(Friday, January 26, 2001 ):
If you mean advertising spending, then see CMR (competitive Media Reports).

The rest of your questions are not media questiosn, but might be answered in film industry trade pubs.


Thursday, January 18, 2001 #4110
How can we find out the top 10-20 pharmacutical companies, by total media spending for CY 1999 and/or CY 2000?

The Media Guru Answers(Thursday, January 18, 2001 ):
CMR (competitive Media Reports) or possibly, pharmaceutical trade publications.


Friday, January 05, 2001 #4080
1.) Who are the leading buyers (advertisers/media buyers) of kids media? 2.) What's being bought heavily...what's hot (TV ages 2-18)?

The Media Guru Answers(Friday, January 05, 2001 ):
Consult CMR (competitive Media Reports)


Friday, January 05, 2001 #4079
Hello Guru, Do you know of a free on-line service that provides competitive media spending (spot market)?

The Media Guru Answers(Friday, January 05, 2001 ):
No. This is much too expensive a process to expect free data. Check trades like Ad Age and MediaWeek for occasional reportage.


Friday, December 08, 2000 #4027
I'm with a small agency in NY, we are currently doing research on what individual publications spend on their own promotion. What is a go company that can provide this information?

The Media Guru Answers(Friday, December 08, 2000 ):
CMR (competitive Media Reports)


Wednesday, December 06, 2000 #4021
total ad dollars spent in Columbus ohio- %Tv vs. Radio

The Media Guru Answers(Wednesday, December 06, 2000 ):
CMR (competitive Media Reports) is the best bet, but will geatly understate locally placed radio.


Tuesday, November 28, 2000 #3994
I'm trying to find out how much money DaimlerChrysler has spent on their "Five Star" advertising campaign. What sources are available to provide this information?

The Media Guru Answers(Tuesday, November 28, 2000 ):
CMR (competitive Media Reports)


Friday, November 10, 2000 #3962
Where can I find full year 1999 spot cable revenue in each of the top 25 DMAs?

The Media Guru Answers(Sunday, November 12, 2000 ):
Try CMR (competitive Media Reports) or Cable TV Ad Bureau.


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

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


Thursday, November 02, 2000 #3940
How much money has been spent on radio advertising during the first half of this year?

The Media Guru Answers(Tuesday, November 07, 2000 ):
Consult CMR (competitive Media Reports)


Wednesday, October 25, 2000 #3909
Could you provide the total ad spend in latin america for cable (total and pan regional dollars)

The Media Guru Answers(Monday, October 30, 2000 ):
CMR (competitive Media Reports) is now part of a multinational company. Try your question on them.


Friday, October 13, 2000 #3888
what is the difference in media planning to a FMCG product and a dot com portal

The Media Guru Answers(Saturday, October 14, 2000 ):
The difference in media planning between any two categories is about the markleting situation.

Fast Moving Consumer Goods need continuous presence in highly competitive marketplaces which generally rely on retail outlets to complet the circle with consumers.

Dot-coms have different targets, have an end goal of communication alone and will best rely on differnet media.

The planning process, however is essentially the same: turning marketing goals into advertising goals, advertising goals into media goals and answering the goals with the media which best deliver them.


Thursday, October 12, 2000 #3886
How do you determine the level of GRP's/week needed in radio or TV to establish an acceptable level for "Brand Positioning"?

The Media Guru Answers(Saturday, October 14, 2000 ):
Brand positioning is a process, not a goal. Positioning as what, against what, in what competitive situation are the issues which will determine GRP per week.

A new brand entering the market with a totally unique positoning has different needs than an established brand trying on a new marketing position.

Analyze the marketing situation first.


Monday, October 09, 2000 #3878
What are the differences between Nielsen competitive Spending and CMR? Is one more accurate than the other?

The Media Guru Answers(Monday, October 09, 2000 ):
CMR does all media, Nielsen is TV only. Nielsen only reports on stations with at least 3 share of households in the latest three ratings reports. Their feature is inclusion of ratings with spending. Otherwise, "accuracy" sould be comparable.


Friday, September 15, 2000 #3798
i have heard that 3500 GRP's equals to 70% of brand awareness what do you think

The Media Guru Answers(Friday, September 15, 2000 ):
The Guru thinks that's nonsense!
  • 3500 GRP of what?
  • In what competitive environment?
  • Over what period of time?
In media and awareness nothing is ever so simple.


Tuesday, September 12, 2000 #3790
Hello, How can I find out what companies market to teens and what percent of their marketing budget is allocated to the teen segment? I am also interested in how to find customer acquisition costs per company and per industry. Some companies publish this information in press releases (such as Amazon.com's $19 cost per new customer) or in the annual report (for public companies only). Is there a source where I can find these costs? Thanks.

The Media Guru Answers(Saturday, September 16, 2000 ):
The easiest way to find companies marketing to teens is to skim through some teen-oriented magazines at your library. Of course, this won't be complete, so the next step is to use a tool like CMR (competitive Media Reports) to track advertisers in other teen oriented media. Most companies would treat the info you want as confidential, so only public or monitored behavior such as the Guru has mentioned will be available in most cases.

Cusotmer acquisrition costs are only relevant for certain industries and businesses like Amazon whose direct sales methods allow tracking. Otherwise you will need to find marketing expenditure and customer # estimates from sources like MRI to calculate this yourself.

In some industries, the trade media may have reported on this.


Tuesday, September 12, 2000 #3789
Dear Guru, Where can I find data on luxury brand advertising on US National Cable? Thanx

The Media Guru Answers(Saturday, September 16, 2000 ):
CMR (competitive Media Reports)


Wednesday, September 06, 2000 #3779
Kaun Banega Crorepati is the Indian version of the game show Who Wants to be a Millionaire. It is a runaway success in India just as it has been elsewhere. I have three questions for the Media Guru: 1. What has the experience of Who Wants to be... been in markets like the US and UK in terms of viewer fatigue? Did fatigue set in after 30 or 60 or 90 episodes...did the network have to refresh programme format or add new elements to keep interest levels high? 2. How has it impacted the performance of other programmes on the same channel/network airing the game show? did viewership of other programmes on the network too go up? 3.

The Media Guru Answers(Saturday, September 09, 2000 ):
In the U.S., after a year, running multiple episodes per week, "Millionaire" is still often the #1, #2 and #3 rated program of the week, with no significant changes.

The program has helped its network and been used as a deadly weapon competitively.

The NY Times Sunday Magazine recently published an article comparing the imitators around the world, including Kaun Banega Crorepati.


Tuesday, September 05, 2000 #3778
Where can I find information on advertisers and agencies that primarily buy national talk radio? Is there a source that can give me a list of the top agencie and or advertisers with regards to national talk radio? As always, thanks for your help!

The Media Guru Answers(Saturday, September 09, 2000 ):
There may be a way to manipulate CMR (competitive Media Reports) for this information.


Thursday, August 24, 2000 #3744
Guru...I need to price the sale of advertising space on a time and temperature recorded message. I was considering using Internet CPM since I do have the call volume per month. Are there any benchmarks specifically for this time and temp service? I appreciate any insight you have -- thanks.

The Media Guru Answers(Monday, August 28, 2000 ):
This seems to be a unique service for any given area, so competitive benchmarks aren't likely to be relevant. Like the internet, your message gets in the way of very specific information that the consumer is sseking, but even more so. Radio is probably a better comparison, unless you are selling to someone who can really capitalize on a time or weather environment.


Monday, August 21, 2000 #3731
We need ad revenues for newspaper, outdoor, radio & tv for each of the top ten markets. Ideally we would like to capture the final figures for 99, ytd for 2000 and projected revenue for 2000. I was sure one of the media mags published some of this info but can not find out which one. The key here is that we need the revenue info by market not total for the top ten. Can you help me??? Thanks much & enjoy your q & a...

The Media Guru Answers(Monday, August 21, 2000 ):
The Guru doesn't think any trade publication would have so much detail. You will probably need to use CMR (competitive Media Reports)


Sunday, August 13, 2000 #3702
Guru- I am trying to find annual B2B advertising expenditures, and annual internet B2B expenditures. Would you know the information, or where I could find this information? Thanks

The Media Guru Answers(Friday, August 18, 2000 ):
CMR (competitive Media Reports) tracks B2B competitive, and internet competitive. AdZone Interactive tracks internet.


Tuesday, August 08, 2000 #3683
When making buys across different mediums, I have found that the agressiveness of salespersons vary drastically between mediums. What type of commission structure do TV, Radio, Newspaper, and Internet ad sales persons make....generally speaking?

The Media Guru Answers(Tuesday, August 08, 2000 ):
The Guru can't generalize on this. Different organization in the same medium have different structures. Different sales people may have different deals in the same organization, relating to commission structure and draw.

Aggression may be more a matter of the competitive situation.


Wednesday, August 02, 2000 #3666
Ref. question 3663 Thanx for answering my question. I buy slots with high eff. index when my objective is to accumulate GRP's and drill my message into my consumers mind. This is the secondary stage where after creating the initial reach i focus on accumulating greatest total number of impressions (Funnel Treatment). As for the decay factor it reflects the decrease in the recall leval when advertising is reduced or stoped. I normally use 10% decay level in IMphase(IM horizontal planning technologies) The question that i want to ask you is what is the better way of flighting. There is a 70's 3+ eff frequency model by Prof. MacDonald which says that brusting is a better flighting patteren.On the other hand there is more recent Recency concept championed by Prof. JP Jones of Syracuse university of NY which says that as far as FMCG goods are concerned people are in the market every week and infect only needs one OTS to stimulate purchase.Please comment MY second question is how do you calculate Eff Frequency. Normally i use Eff frequency model where i calculate the eff frequency by applying judgement and common sence in a disciplined manner using Marketing, Advertising and competitive factors Thanx Sarwar Khan Media Manager R-Lintas Lahore,Pakistan

The Media Guru Answers(Sunday, August 06, 2000 ):
1. In regard to 3+ effective frequency versus recency, the Guru tends to favor recency for "Fast Moving Consumer Goods." Recency is not really a contrast to the 3+ frequency theory, but an extension. As championed by Erwin Ephron, a core concept of recency is that once the third exposure is delivered, all additional exposures are at 3+.

2. Once again, there seems to be a semantic issue when you say "calculate" effective frequency. If you mean setting the frequency level to be considered effective, then your "judgment and common sence in a disciplined manner using Marketing, Advertising and competitive factors are the right approach, and the Ostrow Model will be helpful.

If instead, you mean to calculate the effective frequency delivered by your schedule, this has absolutely nothing to do with the subjective factors you have listed. A reach model determines how many persons are exposed to each discrete number of ad units in the schedule. That is if your reach is 75%, that means, explicitly, that 75% of the target has experienced one or more ad exposures. Within this, perhaps 70% of the target has been exposed to 2 or more, 66% to 3 or more, etc, up to the full number of units in the schedule. Reach models allow for expressing all of these levels. "Effective reach" mean those reached at least the minimum number of times established as effective, most typically 3.


Monday, July 10, 2000 #3608
hi where can i find researches or information about drugs advertising? which media have the best influence on patients? t.v? press? Radio? which reach & frequency levels are recommended ? thanks

The Media Guru Answers(Monday, July 10, 2000 ):
The answers will vary depending on typical media planning / marketing issues.
  • Who is the target?
  • What is the competitive situation?
  • What are the legal restrictions
For example, in the U.S., there is one set of rules that applies when you are marketing prescription drugs and another set for "over the counter" pharmaceuticals.

For prescription drugs, you can mention a drug name without discussing the problems it treats or its results, or you can mention a problem to treat without mentioning a drug name. In these cases there are fewer rules to observe. When you mention a drug along with its disease or results, you must also provide the "patient information" (PI) which is all the side effects warnings, counterindications, etc. This typically means broadcast advertising must be accompanied by print to carry the PI. Or that print must devote a portion of space to this detailed information.


Wednesday, July 05, 2000 #3596
Where can I obtain information regarding ad spending by DSL providers?

The Media Guru Answers(Wednesday, July 05, 2000 ):
CMR (competitive Media Reports)


Tuesday, June 27, 2000 #3585
Hey Guru! Your information is Great! I am looking for statistical information of the small - mid size business advertising expenditures in Small local newspapers and "shopping guides". Can you help?

The Media Guru Answers(Monday, July 03, 2000 ):
CMR (competitive Media Reports) products include newspaper tracking. The Guru doubts that there is a category summary by advertisers' business size.


Monday, June 26, 2000 #3579
1 : How many people are surfing on the internet in the US country ? 2- How many online buyers (e-commerce) are accounted for ? 3- Advertising Expenditure 1999 for e-commerce in U.S?. 4- Flower Market : Number of buyers ? 5- Number of buyers online ? 6- Advertising Expenditures of the flower market ?

The Media Guru Answers(Monday, June 26, 2000 ):


Thursday, June 08, 2000 #3541
Guru, I am trying to find a source that carries b2b ad spending on an industry by industry basis. Could you please point me in the right direction? Thanks

The Media Guru Answers(Sunday, June 11, 2000 ):
The only such data of which the Guru is aware are the trade publication tracking reports from CMR (competitive Media Reports)


Tuesday, May 23, 2000 #3490
What are the top ten online ad spending regions in the US

The Media Guru Answers(Tuesday, May 23, 2000 ):
The Guru finds more questions raised by your question. What do you mean by regions? For example, there aren't enough "Nielsen regions" to think about a top 10. Do you mean DMAs or some other "universe" of regions? On what basis would you want to associate spending with regions? Headquarters of the advertiser? Location of the buyer?

It is possible no data will have been compiled for this sort of geographic analysis, but the most extensive web ad spend tracking is probably the one by CMR (competitive Media Reports).


Tuesday, May 23, 2000 #3489
hi ! where do I find information about the volume of ad's in Radio market in USA? Our company has client who wants to know the volume of radio share in USA market and ad's share spent on Radio Thanks

The Media Guru Answers(Tuesday, May 23, 2000 ):
CMR (competitive Media Reports)


Friday, April 28, 2000 #3428
I'm working with fast food client in Puerto Rico(PR). PR is very competitive in this category. I like to know what is the effective frequency and reach in sustainning level and promotional period. I know that exist many theorical procedures to found the reach and frequency goals. But i'm very confuse what is the more accurate to this reality(very competitive environment)Please help me.

The Media Guru Answers(Saturday, April 29, 2000 ):
competitive environment, e.g Share of Voice, is one key variable.

Click here to see the Guru's discussion of the Ostrow model for setting effective frequency goals.


Monday, April 24, 2000 #3417
Dear Guru: When buying radio, do buyers get better rates just by selecting all Adults 18-54 vs. selecting a more specific demo? Does specifying the demo drive rates up? Thanks.

The Media Guru Answers(Tuesday, April 25, 2000 ):
Stations typically set their basic prices by the cpm acheived against a broad demographic which buyers often want, such as Adult 18-54.

A station with great competitive strength in a specific and hard-to-reach demographic might raise its pricing if a buyer asked for a proposal on that demographic. Conversely, a buyer might get better prices by asking for a proposal on a demographic where the station is less competitive.


Monday, April 17, 2000 #3402
Dear Media Guru: Where can I find the Media Spending/Rating Levels by Daypart(TV) and Magzines(Print) for the BP Amoco Account over the past two years. (This is for United States only.) Is there any site that would show their recent commercials as well? I am researching a media position for this account and would like to understand their overall Marketing and Media Strategy to see if it would be a productive match.

The Media Guru Answers(Monday, April 17, 2000 ):
The data you want is available through CMR (competitive Media Reports) and Nielsen.

Some may be online. All will have a cost of access.


Thursday, March 16, 2000 #3325
Question: Hello. Do you know where I might find a list that provides names of Interactive Companies that Advertise on Television? (e.g. Amazon.Com, Ameritrade.com, etc... ) Thank you in advance for any insight you may be able to offer!

The Media Guru Answers(Thursday, March 16, 2000 ):
CMR (competitive Media Reports)


Saturday, March 11, 2000 #3309
Dear Guru I would like to know, what are those documents, reports I need to present in selling TV media. And, how should I prepare them? Thanks

The Media Guru Answers(Saturday, March 11, 2000 ):
The basic information a buyer wants in considering TV includes ratings for the demographic target, price, and audience composition. In the U.S., the rating and composoition data typically come from Nielsen Media Research.

Other information can include program content details and competitive information.

The first thing to find out from each buying prospect is how the prospect wants data presented. You want neither to leave out a desired fact nor to bore the prospect with unwanted detail.


Wednesday, March 08, 2000 #3297
Iam a student at Mohawk College. I am presently looking for information pertaining to a topic in one of my advertising courses. I have to find out about internet advertising. I have to take one traditional ad and compare it to an ad on the internet. Using the same company. I have to find out how much sales have increased since the advertisments were launched. Was the internet ad more effective or the traditional ad? Which one was more cost effective?

The Media Guru Answers(Friday, March 10, 2000 ):
You may have an impossible task.

The easy steps may be to find matching online and traditional ads.

The advertiser company itself may not have the data on 'sales since the ads were launched.' Unless a specific test is in progress, advertisers' sales tracking is not likely to be keyed to advertising copy cycles. Therefore you will need to target an advertiser who uses one of the syndicated short-cycle retail sales tracking services, like A C Nielsen or IRI.

If you can get the data, you may not find that sales have increased; sometimes maintaining sales against increasing competition is an achievement.

Unless the online and traditional ads have run separately, it may be impossible to distinguish the effects of each.

Finally there's finding the spending behind each ad, which should be available from CMR (competitive Media Reports).

If any case studies like this exist, they are most likley to be available through C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) or The Internet Advertising Bureau.


Monday, March 06, 2000 #3287
It is my understanding that there is a small handful of publishers responsible for producing 80+% of all US trade journals. Is this true and if so, who are these publishers? Also, is there a total ad revenue figure that reflects all US trade journals for years '97, '98 and '99? Thanks Guru.

The Media Guru Answers(Monday, March 06, 2000 ):
The Guru finds this statement ludicrous, unless you have a particularly generous defintion of "handful."

At Oxbridge Media Finder there are over 100,000 North American, mostly "trade" publications indexed. The Guru believes that it must involve a few thousand publishers to account for the 80,000 titles your 80% requires.

Just in the small arena of computer trade titles, there are more than a dozen publishers.

CMR (competitive Media Reports) is most likely to have revenue estimates.


Thursday, March 02, 2000 #3275
Guru, any thoughts on how to estimate % trial as a result of advertising (effective reach 50% at 3.6+ effective freq. print plan, only medium).The brand has done little advertising,has limited awareness(8% unaided) in a moderately competitive category(indigestion remedies). I have factored the target group pop.(W55+) by the incidence of the condition, then further adjusted by % likely to treat the condition, to arrive at a "Total Potential Prospects". At this point I would like to estimate the % that can be persuaded to trial, to determine estimated prospects and potential sales, but I have no historical advertising or client data on which to base the expected return. Would you base return on current awareness levels, or current SOM? No growth expected in the category,assume trial at the expense of the competition. I am attempting to devise a systematic method of determining ideal effective reach,linked to sales objectives, as I am not content to leave it at "maximum affordable at effective freq. level" Sorry for all the blather, but your thoughts and wisdom would be much appreciated. R.

The Media Guru Answers(Saturday, March 04, 2000 ):
What you seem to need is a persuasiveness measure: what is the percent who would try the product (purchase intent) with and without advertising exposre? Many marketers have done such research and, if available, it can be factored against your "total potential prospects."


Friday, February 25, 2000 #3249
Question: Where would I find competitive ad expenditures in trade publications, internationally for the high-tech industry. Internationally more specific...UK, Germany and Sweden. Thanks.

The Media Guru Answers(Friday, February 25, 2000 ):
Try the UK based service called MMS/Register Meal from A.C Nielsen


Friday, February 25, 2000 #3246
Hi Guru! Is there any company who provides information about internet advertising investment by category (i.e cars) lets say on 1999. I've been trying for days to find one and I still haven't. Thanks Guru!!!

The Media Guru Answers(Friday, February 25, 2000 ):
There is a CMR (competitive Media Reports) division for the internet.


Thursday, February 24, 2000 #3244
Media Guru - thanks for your great answers to previous questions! Here is another one for you. Do you know where I can find data showing marketing expenditures by industry? How about marketing expenditures by size of company? Thanks, KP

The Media Guru Answers(Friday, February 25, 2000 ):
Advertising expenditures are reported in this detail by CMR (competitive Media Reports).

Total marketing spending is occasionally reported by trade media, such as Ad Age but not in the comprehensive style of the syndicated reports.


Wednesday, February 23, 2000 #3236
Guru- Are there any standard formats for online competitive analysis? I am putting together my first one, and I have nothing to work from. I put together an outline, but I always like to get your input so ensure I don't miss anything. Thanks Guru!

The Media Guru Answers(Wednesday, February 23, 2000 ):
The Guru sees no reason why an online competitive should be formatted differently than a traditional media competitive report.

Advertiser, spending by vehicle (if that level of detail is required) or site type, and in total, by month, quarter and or year, should be the basics. Analysis of media weight may also be included.


Wednesday, February 16, 2000 #3218
Looking for a company, thought name of it might be Media Watch, but can't find anything. Basically it is a company that tabulates what personal injury law firms spend in Designated Market Areas for t.v. advertising, Costs were broken down monthly and on an annual basis.

The Media Guru Answers(Wednesday, February 16, 2000 ):
You are probably thinking of CMR (competitive Media Reports)


Tuesday, February 08, 2000 #3198
Where would I find competitive ad expenditures in trade publications, internationally for the high-tech industry. Internationally more specific...UK, Germany and Sweden. Thanks.

The Media Guru Answers(Sunday, February 13, 2000 ):


Friday, February 04, 2000 #3193
Dear Guru, I would like to know some of the criteria that makes out of a TV grid a "good one" or what criteria that a program should have to be successful . More presicly, I'm talking about a TV station broadcasting to the general public (Not a nich TV). Another question, how many spots maxiumum a station should air to respect the viewer's comfort and the advertising effectiveness.

The Media Guru Answers(Monday, February 07, 2000 ):
Everything you ask about is relative.

Programmers watch trends in programming and imitate what succeeds on competing outlets. A good example is the startling success, in the US, of the quiz show Who Wants to Be a MIllionaire has led to similar shows, Greed, Twenty One and others soon to come.

Manipulating lead-ins, lead-outs and couonte programming is another technique: ABC has used Who Wants to Be a MIllionaire as lead-in to introduce new programs and to squelch pospularity of programs on competitors.

Numbers of spots also depends on the competition, to an extent. Devoting more air-time to commercials than another channel will damage appeal, and using too little time may force price increases beyond competitive pricing.


Thursday, February 03, 2000 #3187
Which companies provide online media spending data and online creative?

The Media Guru Answers(Thursday, February 03, 2000 ):
Start with CMR (competitive Media Reports)


Thursday, January 27, 2000 #3163
Just curious to find out what your thoughts are on "Share of Voice". Is it realistic to conduct such an analysis or is it just a concept of an ideal situation? How would you go about determining share of voice?

The Media Guru Answers(Saturday, January 29, 2000 ):
Share of voice is typically an analysis of the GRP weight of the competitors in a category. (Some use dollars, but that would more properly be separately evaluated as "Share of Spending").

What can make SOV analyses unrealistic is:

  • Failure to account for different copy lengths in the GRP
  • Failure to account for different impact values of different media
  • Failure to track all media, for instance the more and more common, but hard to track competitively, online advertising.


Wednesday, January 26, 2000 #3154
Where can I obtain a ranker for magazine readership among Adults 18-34 living in Japan? Also, I am looking for a list of the top 50 websites to reach Adults 18-34 in Japan. Thanks much.

The Media Guru Answers(Saturday, January 29, 2000 ):
In a case like this the Guru would make contact with a media seller who can present a competitive picture. Start looking at the Japanese Magazine Publishers Association


Monday, January 17, 2000 #3125
Hi Media Guru. Could you provide me with total ad dollars placed on radio and separately TV in the United States in '99 (or '98 if that is the latest). Can you breakdown the percentage of dollars placed by ad agencies versus direct clients? Is there an industry percentage estimate of agency vs. direct ad dollars placed in radio and in TV? Thank you.

The Media Guru Answers(Friday, January 21, 2000 ):
Ad Age reports the $ by media type data annually. The 1999 issue is a couple of months away, yet.

The Guru has not seen a breakdown of direct vs agency dollars invested, but it might be available from CMR (competitive Media Reports)


Tuesday, January 11, 2000 #3108
I am working on a preliminary recommendation--a branding awarness campaign for a bank that currently does product advertising but no image advertising. Thre are three levels of spending that will be discussed. The question that I have is what freqency levels should be achieved to have not only a increase in awareness, but also influence the target to switch banks. It is a competitive banking market. What do you think of these reach and freq levels based on 4 weeks of advertising?? The media mix for the first 2 includes TV and Outdoor/Transit and the last Outdoor/Transit. There would be 1 TV commercial, 2 messages for Outdoor and 2 messages for transit. So, I am not concerned that much about wearout as having adequate effective frequency levels. Schedule #1 91% reach/14.6x; Schedule #2 is 90%/11x ; #3 is 79%/9.9x please let me know what you think of these frequency levels. Thanks

The Media Guru Answers(Monday, January 17, 2000 ):
When you evaluate media schedules which include out-of-home media, considerations of "effective" frequency go out the window. The nature of these media is to amass enormous levels of frequency behind simple, undetailed messages. Statistically, any of these schedules would have plenty of effective frequency, although you haven't mentioned the effective frequency in your details. The most effective schedule would be one of the first two, and the best of those is the one with the higher reach and frequency. Apparently the second costs less than the first.


Tuesday, January 11, 2000 #3106
FIGURES ABOUT THE SUM INVESTS BY MEDIUM. WHICH COMPANIES INVESTS IN WHICH MEDIUM.

The Media Guru Answers(Tuesday, January 11, 2000 ):
For the U.S., refer to CMR (competitive Media Reports)


Thursday, January 06, 2000 #3099
hi can you please tell me who are the company dot.com which advertise in VH1, and mtv in usa? best regards liora

The Media Guru Answers(Thursday, January 06, 2000 ):
see CMR (competitive Media Reports)


Friday, November 26, 1999 #3003
I represent an association's publication that is interested in soliciting consumer advertising. The publication is in the medical field. What challenges do we face?

The Media Guru Answers(Sunday, November 28, 1999 ):
1. Identify advertisers who want to communicate with a medical audience.

2. Make your pricing competitive. Justify any premium based on your audience value.


Wednesday, November 24, 1999 #3000
Of these three categories (Computer Related, Non-Computer Related and Run of Network) what percentage of ads fall into these categories?

The Media Guru Answers(Sunday, November 28, 1999 ):
There seem to be missing factors in your question. How does "run of network," a scheduling or placement concept, get compared to two product categories. Are you referring to all advertising or on-line only?

Once you clarify these elements, CMR (competitive Media Reports) is probably the best source to determine the answer.


Wednesday, November 17, 1999 #2980
With the plethora of media research companies today, I am having difficulty determining which research to utilize for different needs, based on the fundamental nature of the company's research. For example, are Claritas and Scarborough merely competitors or is there a basic difference between them which would determine which research I would use for a particular situation? Similarly, Simmons vs. MRI? Thanks

The Media Guru Answers(Sunday, November 21, 1999 ):
Claritas and Scarborough are both units of VNU. The former is best known as a source of market segmentation data with emphasis on geography, and is perhaps best known for their zip code-based PRIZM system. The latter is a media audience and product usage syndicated survey service, reporting market-by-market. Claritas could tell you where to find pockets of the best prospects for the most state of the art PC systems. Scarborough could help you define your target and choose your radio stations to sell those PC's in the San Franciso DMA.

Simmons and MRI, as they are best known are more directly competitive in providing media and product usage data on a national and top-few-DMA basis with very large samples. There are many technical differences in their methodologies, but few in the kinds of data they provide.


Thursday, November 04, 1999 #2936
Where would I find information on what magazines spend on advertising to attract new readers and to encourage advertisers to place ads in their publications? Thanks

The Media Guru Answers(Thursday, November 04, 1999 ):
CMR (competitive Media Reports) will report the consumer effort. Their Rome Report covers the trade end.


Friday, October 29, 1999 #2920
Hello Guru, where can I do competitive research on advertising spending?

The Media Guru Answers(Friday, October 29, 1999 ):
The most popular is CMR (competitive Media Reports)


Thursday, October 28, 1999 #2916
Hi Guru, How is the CPM rate calculated by the web publishers?. what are the criteria adapted by them to arrive on their CPM rate?(say $30 or $40 for every 1000 impression).

The Media Guru Answers(Thursday, October 28, 1999 ):
The CPM = Ad Cost ÷ Ad impressions. Many sites quote ad rates in terms of CPM. That is you can order the number of impression you want your banner to receive, and get exactly that number priced at "x" CPM.

Several issues are taken into consideration in setting CPM prices:

  • competitive pricing - a site can't successfully charge double the CPM of another with similar audience and content.
  • Traffic - up to a point, more size is considered to have a premium value. Then there will be econimies o scale
  • Unique audience- hard to reach demographics are more valuable


Thursday, October 07, 1999 #2857
Do you know where I can get a list of the top advertisers in the Los Angeles area, by media? Of course, I want it for free! Many thanks.

The Media Guru Answers(Thursday, October 07, 1999 ):
Not for free, unless you know someone who subscribes to CMR (competitive Media Reports) and your business realtionship allows that person to provide the information.


Friday, September 24, 1999 #2821
What's a good benchmark for FSI (free standing insert) CPMs? I'm considering placement with a company that offers national coverage (three zones: east, central, west) in a variety of well-established newspapers.

The Media Guru Answers(Saturday, September 25, 1999 ):
Pricing varies by specification. The best way to benchmark is to get competitive pricing. Try NewsAmerica


Friday, September 10, 1999 #2785
What are the companies that do detailed tracking of competitive spending on a proprietary basis? I'm familiar with CompetitiTrack? Who else is out there?

The Media Guru Answers(Tuesday, September 14, 1999 ):
CMR (competitive Media Reports), and Video Monitoring are a couple of others.


Friday, September 03, 1999 #2766
Hi Guru, What exactly is the Ostrow Model ? How useful is it to the clients ? Is it the last word ? Thanks

The Media Guru Answers(Friday, September 03, 1999 ):
The Ostrow Model with which the Guru is familiar is a grid used to set the correct level of effective frequency at which plans will be evaluated.

20+ factors relating to competitive climate, product involvement, clutter, commercial length, commercial pool, etc are each rated on a scale, say from 2 to 6, which is then averaged to set the frequency level.

Is it the last word? Is it useful to clients? There is always another theory about anything. The usefulness is in creating a reational, well thought-through basis for establishing communiations goals, so that planners can present a logical approach to clients. The approach makes good sense, for those who follow the effective reach style of planning.


Wednesday, August 25, 1999 #2742
Is there a syndicated source for competitive media spending on the internet?

The Media Guru Answers(Wednesday, August 25, 1999 ):
CMR (competitive Media Reports) has begun an internet service in addition to their other media reports.


Friday, August 06, 1999 #2693
I would like to know the following: 1) how to set the effective reach/frequency for various category of Products viz fmcg, durable, etc. 2) what would be the ideal effective r&f for various categories 3) should the selection of program be based on cprp or do you have any Other method. Thanks

The Media Guru Answers(Friday, August 06, 1999 ):
1) & 2) Effective reach does not depend on category, but on analysis of several factors:
  • Complexity of message
  • Ad unit
  • competitive pressure
  • Clutter in the media used
  • Budget
  • Etc.

Some of these factors will be generalizable for categories, but they will be narrow categories, like "imported sports cars priced from $50,000 to $75,000," and not as broad as "durables."

Click here to see past Guru comments on effective reach

3) Program selection may be based on CPRP, but there are several other factors:

  • Suitability of program content
  • timing
  • program content synergy with ad message
  • package pricing of total buys with and without the program
  • contribution to reach, etc.


Tuesday, August 03, 1999 #2684
Where could we find media cost inflation indicies for as far back as 1975. We have a client who wants to look at historical CMR spending data and use an inflation factor to adjust the spending and express it in 1999 dollars . Thanks so much for your help!

The Media Guru Answers(Tuesday, August 03, 1999 ):
CMR (competitive Media Reports) is the first place I would look, they certainly ought to have tracking on that. The common source for media inflation back in 1975 was a trade publication called Media Decisions, but the Guru doesn't know who might have inherited their archives. You might try MediaWeek . Some agencies have been tracking cost since 1975, and one, McCann, has had some of the data published every year by Ad Age


Monday, July 19, 1999 #2646
how do you think internet media agencies should be organized? do you think that new media agencies should be organized differently than that of traditional agencies? reasons? also, in your experience, what sort of structure have you seen as the most efficient for a media dept?

The Media Guru Answers(Friday, July 23, 1999 ):
1) Media-only agencies whether they work in new media or traditional media are, of course, organized differently than full service agencies (no creative, or production staff, smaller account services staff, etc).

Otherwise, they need planners, buyers, researchers and accounting, like any media firm. What might be different is the need for strategists, or futurists or some such title, because the internet is making its own rules as it goes along. At one point the new-media firm that created revenue-based advertising placements for CD-Now made a big breakthrough. Now the press is talking about the passing of on-line advertising as we know it, in favor of e-commerce and other direct revenue business models.

2)When the Guru entered the ad business, media department structure was quite different. Beginners ideally started in media research, to learn the basics. Otherwise, the starting positions was assistant buyer, then buyer, Buyers were "promoted" to assistant planner, planner, supervisor and so on. Buying was the junior work, planning the heavy thinking. This all changed when media services began in 1969. To compete with specialized buying services, agencies made buying a separate, specialist group. Was this more efficient? Probably not, it was a response to competitive pressure. In the Guru's opinion, buying became better, from a standpoint of value, through buying services' appearance, though within agencies, buyers became less answerable to planners and therefore, further from advertising goals.

What's the most efficient organization of a media department? From a get-the-job-done perspective, a pyramidal, hierarchical structure, with as little top echelon as possible, and respect for the workers. Clear lines of responsibility and authority.

From a client service perspective, the opposite; all senior level staff in all tasks.


Tuesday, July 13, 1999 #2626
Are there any numbers compiled regarding television advertising spending or budgets for online companies? Thank you.

The Media Guru Answers(Wednesday, July 14, 1999 ):
CMR (competitive Media Reports) covers these companies in their reports.


Monday, July 12, 1999 #2625
Guru, where can I get a list of companies that do outdoor and transit advertising?

The Media Guru Answers(Monday, July 12, 1999 ):
Standard Rate and Data Service (SRDS) has an Out-of-Home advertisng Resource which lists media vendor companies that offer out-of-home advertising.

CMR (competitive Media Reports) can tell you advertiser companies which use out-of-home advertising.


Tuesday, June 29, 1999 #2596
Do you have any recommendations on how I can find agencies in Dallas/Ft.Worth that buy network radio? Besides the typical "cold call", is there an easier way? Thanks!

The Media Guru Answers(Friday, July 02, 1999 ):
Assuming you can't ask the networks to whom they're selling, CMR (competitive Media Reports) tracks Network Radio and also agency activity to some extent. They may be able to generate a report.

Another option is the The Standard Directories of Advertising Agencies and Advertisers ('The Redbook'), which offers geographic sorting and includes media types used in agency descriptions.


Tuesday, June 15, 1999 #2575
Hi Guru.... I am a student studying in South Africa, and I have a huge interest in advertising and advertising media. I need help on something though. What I would like to know is how media companies price their space? How do television stations price their advertising space? Are there any sites which could help me price ad space? Also, how would one price an audience of 11 million people per month, being reached through video's/televisions? And 11 million people per month being reached through posters? Thanks for your time.

The Media Guru Answers(Tuesday, June 15, 1999 ):
The elements of pricing include:
  • Unit size/ length
  • competitive pricing- what is the price per audience member of other, similar media?
  • Premium for pure size-the largest media of a type can usually charge more per auidence member than others.
  • Premium for selectivity - are your audience members more desirable to advertiserts than the average for your medium?
So in essence it's the competitive climate and how space/time much you are selling that determines price


Friday, June 11, 1999 #2571
where can i get pan regional competitive spending data?

The Media Guru Answers(Wednesday, June 16, 1999 ):
It depends on the region. In the U.S., it's CMR (competitive Media Reports) and can probably direct you to their opposite numbers around the world.


Thursday, June 10, 1999 #2567
Advertising expenditure data on US

The Media Guru Answers(Thursday, June 10, 1999 ):
Broad strokes are found in a regular annual issue of Ad Age. Details come from CMR (competitive Media Reports)


Monday, June 07, 1999 #2560
Dear Guru - I am trying to find out what dollar amount particular companies are spending in online marketing. Can you point me in a direction to look for specific details rather than percentages and trends for online advertising? Thanks!

The Media Guru Answers(Wednesday, June 09, 1999 ):
CMR (competitive Media Reports) now has an on-line specialist company.


Monday, June 07, 1999 #2559
Can you tell me who the top offline advertisers are and how much they are spending on an annual basis? Where they are spending (ie: TV, Print, Radio, Internet, etc.)Can you also tell me what the top categories are? Do you have any projections?

The Media Guru Answers(Wednesday, June 09, 1999 ):
It is interesting to see this new description "offline advertisers" which from the perspective of on-line media makes perfect sense as a way to categorize 97% of all ad dollars.

The information you request is published annually by Ad Age, or can be purchased from CMR (competitive Media Reports).


Tuesday, May 11, 1999 #2503
We will be hiring a number of new media planning and buying positions at our company, and we want to offer competitive packages -ARE there any resources I can check to get information on competitive salaries for media planning and buying positions, by years of experience,job title, company type, etc? Along the same lines, any information on health or other benfits that can be expected based on compnay type, position, etc? THanks in Advance

The Media Guru Answers(Sunday, May 16, 1999 ):
The executive search firms who recruit such people are best informed on this. But, it seems you don't intend to use these firms. The next best option would be a careful analysis of classified ads in your marketplace, including the national trade publications


Monday, May 10, 1999 #2502
I've always looked at communication goals in terms of effective reach. Determining effective reach goals can be different agency to agency. That is fine. My issue has to do with combining broadcast media with print media. Can there be an effective reach goal when these media types are combined? In a discussion with my Media Director, they felt that there can only be a 1+ goal. That the concept of effective reach curves were developed on a broadcast model and that print cannot be combined. If not why? I would love your opinion and insight. Thanks.

The Media Guru Answers(Tuesday, May 11, 1999 ):
First, the 3+ concept goes back 115 years, to a researcher named Ebbinghaus, who found three repetitions of a series of nonsense syllables was needed for "learning" or memorization.

Combining media to achieve 3+ goals depends on a variety of philosophical judgements:

  • Is the message sufficiently similar, between broadcast and print, so that repeats of either count equally toward establishing the information in the consumer's mind? (unlikley)
  • Determining what level of reach should be achieved at 3+ and/or whether 3+, 4+ or another level should be set as "effective" usually depends on issues like the competitive pressure in the media used, clutter in the media selected, message complexity, category appeal, category novelty, etc. Many of these evaluations would have different results in different media.

It seems to the Guru that the issue is not whether to look at 1+ versus 3+ but whether to consider effectiveness medium-by-medium or in total.

The bottom line would depend on whether the communication focus is on the specific message, which leads to medium-by-medium evaluation, or more on brand or ad awareness, which leads to combined media evaluation.


Saturday, April 24, 1999 #2468
Where can I find information related to media campaigns done by Direct TV (any launches and sustaining efforts)?

The Media Guru Answers(Saturday, April 24, 1999 ):
Ad Age or other trade pubs may have reported on the campaign. Otherwise try CMR (competitive Media Reports)


Saturday, April 24, 1999 #2466
What is the most succesful media plan for launching new product on a very competitive market?

The Media Guru Answers(Saturday, April 24, 1999 ):
This question is so broad it's silly. So here is the answer it merits:

The most succesful media plan for launching new product in a very competitive market is the one with the biggest budget.


Tuesday, April 20, 1999 #2459
I am working on my thesis progect and gathering the information about internet bookselling. I was wondering if there is any way I can get the actual media plans of those booksellers. Would you tell me where I can get those info.

The Media Guru Answers(Thursday, April 22, 1999 ):
Don't you imagine these would be considered trade secrets? One of the first things you will learn when you enter the real world is that information about advertising is treated as highly confidential.

competitive spending tracking services, like CMR (competitive Media Reports) can report media choices an advertiser has made, but that is far form seeing the whole picture of a media plan. Especially on the internet, many media investments will be below the "radar" of tracking services.

Also, particularly for the booksellers, transactional deals are prevalent and distort the picture. That is, sites have banners and links to booksellers and are compensated when a visitor sent by the link on the site makes a purchase from the bookseller.

There has been extensive trade media coverage of these deals for years.


Friday, April 02, 1999 #2428
What is the media profile of Amazon.com advertising, mediums and relative volume?

The Media Guru Answers(Friday, April 02, 1999 ):
This sort of data can be found through CMR (competitive Media Reports)


Tuesday, February 23, 1999 #2354
I am a student working on a media plan for a new product in the fast food industry. The restaurant is well established and my target is 18-34 males. I am in the Lexington, KY market and wondering what would be a good reach estimate.

The Media Guru Answers(Thursday, February 25, 1999 ):
This question lacks most of the necessary information. First, the Guru must assume that you want to know what would be a suitable reach Goal. Establishing communication goals in a scenario like the one you describe will depend mostly on the competitive climate: what levels are being acheived by the other advertisers seeking the same target for similar products?

At times the standard can be based upon levels that the same advertiser has found to be successful in prior launches, but that too should depend on judging whether the competitive climate this launch faces is comparable to what was faced by the prior successful launch.


Tuesday, February 09, 1999 #2315
Do you have an opinion on the media weight required to revitalize an ailing brand (a former success story which has been performing poorly of late). Should we stick to conventional weights, or heavier weight to try to make more powerful impact?

The Media Guru Answers(Tuesday, February 09, 1999 ):
Questions like this come up so often, and lead the Guru to ask more questions:
  • How sure are you that the Brand's troubles stem from the advertising weight rather than the advertising copy or product attributes or competitive pricing or competitive quality?
  • What levels are competitors using?
  • What media are competitors using?
  • What media will you use?
  • etc.

A simple answer, when you believe advertising weight or exposure of a new message is the core issue, is that you must deliver more impressions than the competition, by a noticable margin, say 20%.


Friday, February 05, 1999 #2313
I have launched a newsletter for educators who administer a very specific type of program. It's an audience of great interest to sellers of curriculum materials aimed at that very niche. Unlike most subscription newsletters, I'm interested in accepting advertising, but have no idea how high to set my rates. I've got 90 subscribers as of this morning, and it's growing by 10-20/week. I expect that at least 150 people, maybe 200, will see my next issue. How do I determine a reasonable rate? I've also got a website where I post news updates. I'm getting about 20 hits per day, and expect it to dgrow dramatically as poeple find out about it. What's a reasonable rate to charge an advertiser to put his logo at the bottom of my home page with a link to an ad page? Help!

The Media Guru Answers(Tuesday, February 09, 1999 ):
Website banner cpms range from $5 to $100 or more, with an average around $30, depending on the number and uniqueness of the visitors or their perceived value to the advertiser.

Newsletter advertising might be in the same range, making an ad worth $1 to $20, but the competitive rates of other newsletters and direct mail costs in your target arena should be considered. In either case an audience of 200 will not justify much of an ad price.


Tuesday, February 02, 1999 #2304
other than cmr and competitrack, where can i get competitive spending for the tech industry? thanks

The Media Guru Answers(Thursday, February 04, 1999 ):
These are probably the only syndicated choices. You may find that a friendly CMP or Ziff-Davis rep has tracked the category in which you are interested.


Wednesday, January 20, 1999 #2280
For a national product launch, what are "typical" TRP weight levels for network tv, say for a launch that is scheduled for 8 weeks?

The Media Guru Answers(Wednesday, January 20, 1999 ):
No such thing. It's a classic case of "it depends".

  • What is the category?
  • Who is the target?
  • Is it a unique product or in a competitive field?
  • Will there be any other media / PR / other marketing communications?
  • What is consumer awareness of the category?
  • Is it a high-involvement or low-interest category?
  • Is it from a well regarded parent company or an unknown?

With a new product, you want to drive reach as high as possible with adequate supporting frequency. As a rule of thumb, few would start lower than 100 TRP / week.


Wednesday, December 23, 1998 #2234
Do you have a U.S. name and contact for the optimizer program X*pert?

The Media Guru Answers(Thursday, December 24, 1998 ):
The Guru does not know of a U.S. contact for X*Pert.

However, AMIC 's sister company Telmar offers its own optimizer program, TRANSMIT, which adds competitive analysis features.


Thursday, November 12, 1998 #2149
Yearly advertising budgets for amusement parks/attractions, museums ie: Air & Space Museum, Knoxberry Farms, Busch Gardens, etc.

The Media Guru Answers(Friday, November 13, 1998 ):
CMR (competitive Media Reports) is the standard source.


Monday, October 26, 1998 #2114
Are there any current studies out that addresses clutter / attentiveness / dial switching due to expansion of commercial tv breaks? I.e. Threshold in number of minutes whereby at XXX break length viewer attentiveness / retention of commercial ads drops off? While I know that program content, channel availability (cable versus non-cable) remote control, demographics, and time of day affect overall attentiveness, I'd like to see if a white paper was available to address this issue. Your help is much appreciated.

The Media Guru Answers(Sunday, November 01, 1998 ):
Since all the independent variables you cite are responses to many of the other driving forces you mention other than clutter, it is difficult to concieve research that would correlate attentivenss to growing clutter. On the one hand "clutter" might be defined as expansion of commercial breaks. On the other, it is almost assured that commercials within longer breaks are more likely to suffer form lowered attentiveness and channel swithching. Nielsen audience flow studies are available to correlate channel switching with timing within break. TVB or CMR (competitive Media Reports) reports should track trends in length and number of breaks

Generally, the Advertising Research Foundation library is the best source for published research on your broader topic. Their Journal of Advertising Research is the most prolific source. One such article is by Rober J.Kent: competitive Clutter in Network Television Advertising: Current Levels and Advertiser Responses. .

Abstract:

    Large differences in competitive CLUTTER exist across product 
categories, markets, dayparts, and program types. This suggests several alternative strategies are necessary to deal with growing CLUTTER.
No. 1, pp. 49-57. 1995 [351049J]


Sunday, October 04, 1998 #2070
My client is a large medical-surgical products manufacturer. Their audience is nurses and sometimes physicians. Their budgets are small, they advertise several products with separate b-to-b campaigns. They are urging me to recommend online instead of or in addition to business print. This does not seem effective to me given their small budgets. Do you have any info on how I could recommend an effective online ad effort instead of using print?

The Media Guru Answers(Sunday, October 04, 1998 ):
Is the goal of adding on-line to add reach or to reduce costs?

In either case, the first step is to identify media which draw an audience of "nurses and sometimes physicians."

Then, the efficiency in audience impressions per dollar can be evaluated as can the total audience which is reachable.

Your first step may well be to locate the websites of the print media you use (and if you find these, they may offer free on-line ads as merchandising for your print schedule). Other possiblities are the sites of non-competitive advertisers who share your target.

Once you have explored these possibilities, you can decide whether you can make an effective recommendation or can support a decision against on-line.


Wednesday, September 30, 1998 #2065
Dear Media Guru, I am getting increased request from client wanting competitive spending information. Is there a source aside from CMR that provides this information?

The Media Guru Answers(Wednesday, September 30, 1998 ):
The Guru does not believe there is any other full service source.


Wednesday, September 16, 1998 #2046
Do you know of a company that brokers remanant radio time? We currently buy print advertising through two different remnant brokers, but have not found the same for radio. We need very competitive, DR rates. I'm concerned that just letting reps know of our interest will not generate enough inventory. Thanks.

The Media Guru Answers(Tuesday, September 22, 1998 ):
The Guru is not aware of any such brokers. In radio, the standard rep contract gives the rep a commission on any sales through any other rep, so this sort of brokering would not be financially feasible. The regular reps, however, may be a source for you.

The nature of broadcast "mechandise" which is perishable makes the situation quite different than print where last minute cancellations or less-than-national buys create space that will carry a cost unless sold. Often, broadcasters will give away unsold time as bonuses to paying advertisers.

There has been a history of buyers who are open to remnant time making themselves known to radio networks as ready to buy any remnants. The same technique might work with spot if you can identify enough stations that you are willing to buy on this basis.


Friday, September 04, 1998 #2027
Dear Guru, When prospecting a new client, is there a resource that can do the following: -Give me a list of the company's past three years of media placement (e.g. what magazines, how often, size, etc) -Do the same for this company's competitors? Thanks for your help!

The Media Guru Answers(Friday, September 04, 1998 ):
CMR (competitive Media Reports) provides this information.


Wednesday, August 19, 1998 #2003
Do you know of any company that tracks television ad placements by company or product? (i.e. ABC Company placed a certain 30 second spot 42 times in the month of May.) I'm especially looking for national network data, but local would also be OK.

The Media Guru Answers(Wednesday, August 19, 1998 ):
Video Monitoring Services does this sort of tracking.

CMR (competitive Media Reports), another VNU company, does similar tracking, but does not specifically distinguish different copy for the same product, focusing instead on spending.


Saturday, July 11, 1998 #1945
Dear Guru, I have seen you use "advertising weight" in other response. Please clarify the meaning of this percentage. Thank you.

The Media Guru Answers(Saturday, July 11, 1998 ):
Advertising weight refers to the gross audience of a campaign. It may be GRP/TRPs or impressions. It may be considered in total or by individual demographic segment. While some look primarily at expenditure, "weight" is a better guide to communications impact.

In competitive analysis, each advertiser's weight is compared to all others as a percent of the total weight in the category to calculate "Share of Voice."


Friday, June 26, 1998 #1924
Dear Guru, A client requested resources that track print advertising in regards to spending on national retail print advetising. They wish to compare what they are spending to their competition. Thank you.

The Media Guru Answers(Friday, June 26, 1998 ):
CMR (competitive Media Reports) reports retail expenditures.


Wednesday, June 10, 1998 #1893
I have two questions: 1. Is there a publication (print or electronic) of brand and product managers? 2. Is there a publication (print or electronic) similar to Red Books that has information on advertisers and where they spend their money regionally? Thank you. Stephanie

The Media Guru Answers(Wednesday, June 10, 1998 ):
The The Standard Directory of Advertising Agencies has an advertisers' book similar to the Agency Directory.

There is also Adweek's Client Directory

To find spending by region, CMR (competitive Media Reports) is the resource to try.


Saturday, May 23, 1998 #1602
I am looking for any guidelines / research about: 1- number of spots for radio (sustaining level, 50% heavy up, 100% heavy up 2 - if I have continues strategy what maximum gap of not being on air may I allow without harm to sales (one week, two, three?) 3 - in my country (Russia) we have practice in outdoor not to place competitors on two opposite sides of billboard, ahzt I think is not correct, as each face of billboard works for different directions and can not compete with each other. What is the practice regarding this in other countries. Thank you very much.

The Media Guru Answers(Tuesday, May 26, 1998 ):
1) The Guru doesn't judge radio effectiveness in terms of numbers of spots. If one schedule of 12 spots, for example, has an average rating of 0.5 (one-half of 1 percent of the target audience), which is common, it cannot be considered equal to another station's 12 spots with an average rating of 2.5 (also reasonable for top stations in the US). The first accumulates 6 GRPs and might reach 3% of the target, the second accumulates 30 GRPs and might reach 12-15% of the target.

So GRPs' or other audience measure are more realistic ways to determine levels. Having done this, if you determine that 100 GRPs, for example, is the correct sustaining level, then by simple arithmetic, 50% heavy-up is 150 GRPs and 100% heavy-up is 200 GRPs

2) Awareness begins to decline as soon as there is any advertising gap. Current thinking is that sales of a continuously purchased product are better supported by continuity at whatever level is affordable rather than an arbitrary minimum effective weekly level, separated by periods of inactivty. The U.S.'s Advertising Research Foundation has considerable literature on the topic and so might ESOMAR , the European Survey, Opinion and Market Research organization

3) The Guru agrees with you regarding opposite sides of a billboard. The competitive protection policies the Guru is familiar with in the U.S. only deal with advertising seen by the same audience, that is, traffic headed in the same direction. Usually there will be a certain range specified, such as "Within 500 feet" for metropolitan 8-sheet boards, which are about 5x12 feet and can be placed in dense concentration within cities.


Monday, March 02, 1998 #1517
Question: I'm looking for a percentage breakout of OOH advertising usage by industry. Can you provide it? Or tell me where I can find it? Thanks.

The Media Guru Answers(Monday, March 02, 1998 ):
CMR(competitive Media Reports) tracks OOH.

You may also find that larger OOH sellers, like Eller, Outdoor Systems, and TDI can help you.


Sunday, January 18, 1998 #1489
Can you indicate me where I can find medialandscapes (for advertising purposes) in Arizona, New Mexico and Texas : media expenditures, existing media, audience profiles. Thanks in advance.

The Media Guru Answers(Thursday, January 22, 1998 ):
The Guru does not believe there is any current single resource providing all this information.

It calls for information most typically provided by Standard Rate and Data Service (SRDS) plus CMR(competitive Media Reports) plus several audience research firms, and would be organized by DMA or Metro area, not by State.

The now defunct trade publication, Inside Media regularly produced articles spotlighting markets, including most of the information you want. Perhaps someone archived these.


Tuesday, December 16, 1997 #1478
I am adressing the respectable guru with a question regarding servicing two or more mutualy competitive clients (within the same industry). I come from media specialists company in a small market (Slovenia - not Slovakia - with 2 mio. inh.) and we are facing with this problem as companies are adressing us, but we are already working for their competitor. Some clients have no problem with such a situation as it can be efficient (joining the budgets for research for example) for both. The problem we have is what to do while planning. Let's presume we have two clients from washing powder industry and we are making a plan for both - it is like ly that the same breaks would appear in final selection and the problem may arise if we need the last ad in break: which one should get the better placement? Should we put them into the same break in the first place? Any thoughts on this matter would be very appriciated. Is serviscing two companies within same industry exceptable at all? Thank you in advance for your answer. Andraz Zorko, SLOVENIA (not Slovakia)

The Media Guru Answers(Tuesday, December 16, 1997 ):
The Guru's thoughts on this matter are based on U.S. experience. The Guru's international experience tells him principally that issue like the on you raise are treated differently in various countries. For example, in the UK, once a position has been sold to one advertiser, it is still possible for another to buy the position out from under the first advertiser at the last minute, by offering a higher price.

In the U.S., in certain industries, such as toys or fashion, it is not considered ethically questionable for one agency to have several "competing" clients.

From a marketing perspective, the Guru would think the two competing washing powder brands would be better served by not being in the same break. A careful analysis of all the marketing issues and communications goals ought to allow you to decide that the break is more appropriate to one advertiser than the other.

Keep in mind as well, that a plan is more than just one break. (except in the case of some US plans based solely on the Superbowl). Any one break might not be crucial to any one plan.


Saturday, October 18, 1997 #1438
Dear Guru Could you please give me your views/suggestions on the following: 1. How can you set media objectives for a banking client in a market with only two major competitors; both of whom do not have a clear-cut advertising campaign? Would a % above last years GRP levels be appropriate; in proportion to the market share desired? What other parameters should I consider? 2. Qualitatively or quantitatively, how can front page solus positions in newspapers be compared with inside pages and ear panels? 3. And lastly, how do you add TV and press GRPs; for a specific audience? Sorry about the long query. Thanks in advance

The Media Guru Answers(Saturday, October 18, 1997 ):
As a rule, the Guru sets media objectives based on marketing goals, not competitors' activity. Some marketing goals do indeed lead one to comparsions with competition, and awareness of competitors' plans is always a consideration.

If the key marketing goal is share growth, then a proportional increase in weight is one approach. But consider that share, like reach, exhibits an asymptotic curve. In other words, it can't pass 100%, so the higher it goes, the more effort is required to "move the needle."

Consider: You first assume that "X" amount of GRP's are required just to maintain share, on the assumption that competitive activity doesn't vary (and that advertising is the only variable influencing share).

Have you considered whether current share is proportional to share of GRP weight among competitiors?

Would 50% more GRPs grow share by 50%? No, if only because it increases the size of the total advertising arena. Your 50% increase in GRP does not increase your share of GRP by 50%, so calculate the right number to increase share of GRP, if you follow that philosophy.

But since there are competitors, perhaps it takes 50% more weight to gain 25% more share?

Newspaper positions can be compared on a basis of noting, reading, recall, etc. In each country or culture (you are writing from India), the relative power of media and the way consumers relate to them are different.

In the U.S., for example, a front page ad in a newspaper would be quite unusual if not unheard of.

Contacting the U.S. Advertising Research Foundation or ESOMAR, the European Survey, Opinion and Marketing Research organization, or your own country's newspaper advertising association may turn useful up research on positioning.

The Guru treats GRPs of different media as simply additive. When there are established effectiveness factors, as some advertisers have developed, GRPs may be accordingly adjusted before adding, in comparing plans.


Thursday, June 19, 1997 #1366
Dear Guru, I have a set of urgent questions to ask of you. I have a meeting tomorrow, and need your help! 1. How is effective reach calculated? 2. Reach v/s Frequency -- when should one be given priority / importance over the other? 3. Is there any way of taking creative into account while analysing competition? If yes, can a system of weights be worked out? 4. How do you reconcile to the vast difference between reach/frequency deliveries from a Peoplemeter system as opposed to the Diary system? My client refuses to accept a 4+ reach of 30% being accustomed to levels of 70% for the same plan! Would greatly appreciate your immediate reply.

The Media Guru Answers(Thursday, June 19, 1997 ):
1) In any schedule of several commercials, some of the target group will see only one, some will see two, some will see three, some will see four, some five, etc, etc.

The actual measurement is based on tracking the cume of several different advertisers schedules in a single measurement period such as one month of the PeopleMeter.

A mathematical model that will match the measured GRP/Frequency is calculated so that plan deliveries can be predicted. Going more deeply into the actual measurement, it can be determined how many people of each demographic group were exposed to each commercial in the schedule and a model calculated which will predict that performance for a plan.

For example, below is the typical output of a computer models' frequency distribution, showing what percent of the target saw exactly n commercials and what percent saw n+. (this example is from Telmar's ADplus):

                    Frequency (f) Distributions 
                           ------------------------------------- 
                                  % who saw
                                 ---------------
                          #seen exactly  at least     
                          ----- -------  -------
               Target:      f     rch    rch    
               P18-49      ---   -----  -----   
                            0     69.1  100.0   
                            1     11.5   30.9    
                            2      6.0   19.3    
                            3      3.7   13.4   
                            4      2.6    9.6   
                            5      1.8    7.1    
                            6      1.3    5.2   
                            7      1.0    3.9   
                            8      0.7    2.9   
                            9      0.6    2.2   
                           10+     1.6    1.6   
                           20+     0.0    0.0    

2) Reach vs Frequency: The determination of emphasis here can be a complicated analysis making up the greater part of a plan's documentation, under the heading of "communications strategy." A commercial so powerful that it's sell is overwhelming in one exposure might take the "Let's buy one spot in the Superbowl" route as did the Macintosh computer with the classic "1984" execution.

In more competitive situations, competitors' levels are taken into account, clutter in the media of choice, copy quality, etc. Obviously a balance must eventually be struck between reach and frequency based on judging all these factors.

3) There are several ways to take creative into account while setting up reach vs frequency goals;

The complexity or simplicity of the message

The number of commercial in the pool

how close your commercial is to the established "wear-out" level

The balance of :30 to :15

etc, etc. can all be assigned factors and totalled or averaged to give a reach vs frequency emphasis factor

a similar exercise can also set effective frequency thresholds

4) There should not be "vast" differences between effective reaches based on people meter and diary systems if schedule GRP and other aspects are the same. 5 or 10% would be the range the Guru would expect.

A plan with a 70 reach at the 4+ level would be delivering in the range of 98% total reach. It sounds as if your client may be confusing a plan with 70 reach and an average frequency of 4 with 70 at an effective frequency of 4. Or perhaps confusing 4-week reach with a long term cume?


Friday, June 13, 1997 #1365
Dear Guru, Could you please give your opinion on what can be viewed as a recommended level of GRP, frequency and effective frequency for a highly competitive advertising category on TV. As an example we can take a carbonated soft drinks' category. What should be the planning guidelines? When and why we should use flighting (pulsing) or what is the rationale for a continous campaign. Additionally to TV which other media should we use and why? Thank you in advance, Bob

The Media Guru Answers(Friday, June 13, 1997 ):
You are actually asking for the complete Objectives, Strategies and communications tactics of a full scale media plan, without offering enough background.

Nevertheless, here are some considerations:

One theory of competitive media planning calls for delivering a minimum of 10% more impressions than the key competitor, in head to head media. This assures beating the competition in GRP, reach and effective reach.

Budget is a consideration. If there is not enough money to compete as above nationally, then selecting geography where the delivery advantage can be maintained should allow you to beat the competition, bit by bit, until you can afford national support.

When there are time-sensitive promotional issues, then pulsing can be an effective way to deliver more impressions over the crucial period. Recent media theory has emphasized the benefits of continuity, because "the impression delivered closest to the purchase decision is the most effective impression." In the soft drink category, where purchase decisions are constant, continuity may be generally preferable to pulsing.

In other, highly competitive, seasonal categories pulsing may be needed.

As far as recommending other media, that calls for more information, but please look at the Guru's Media Advertising Strenghths


Tuesday, June 03, 1997 #1359
I have been charged with a competitive TV media project whereby I need to get information on a local competitor's advertising on TV: how many spots do they run, on what stations, etc. Do you know of a company in Texas that does TV competitive analysis? Any information would be helpful. Thanks.

The Media Guru Answers(Tuesday, June 03, 1997 ):
The leading industry supplier of the information you describe is CMR(competitive Media Reports)

Their reports include several markets in Texas.


Tuesday, May 13, 1997 #1344
Media Guru- Where can I go to find out how much Fortune 500 comanies are spending on webvertising...without having to pay thousands?

The Media Guru Answers(Tuesday, May 13, 1997 ):
The Guru generally finds that when there is one supplier of research data who survives by charging for the data, it is unlikley to end up on the web for free. Nielsen, Arbitron, MRI,and Simmons are good examples.

Jupiter posts some of this info on its site and CMR(competitive Media Reports) has announced an expanded web advertising service (for money).

Forrester Research may also have some info.


Sunday, March 16, 1997 #1300
Where can i get competitive web advertising spending info? What other kinds of web advertising are there besides banner advertising?

The Media Guru Answers(Wednesday, April 23, 1997 ):
CMR(competitive Media Reports) is one source of web advertising spending information.

Jupiter is an online source. Both report on the top revenue sites and top spenders, because the web has so many thousands of possible sites and thousands of advertisers.

In addition to banners, there are full page (full screen) ads to which banners link, or which are part of sites.

The term "banner" is merely used to refer to a small ad, typically from 50 x 50 pixels up to 460x70 pixels, which is itself a link to a web site or larger ad.


Monday, February 24, 1997 #1038
I am hoping you can help me.I am an advertising sales manager for several commercial televisionstations in Scandinavia. As Denmark and Sweden are now in the EU, we arefor the first time permitted to run TV ads for beer, liquor and wine. I amwondering if you could tell me what percentage of all TV advertising in theUS is beer, wine and/or alcohol related.We are trying to determine what the market potential is for such ads here.Thank you very much!

The Media Guru Answers(Monday, February 24, 1997 ):
The US market has long turned its back on liquor advertising, though that barrier is now crumbling. Wine and beerthough, are very big.

Ad Age has annual reports on category investment, generally using data from CMR(competitive Media Reports).


Monday, February 17, 1997 #1045
I am interested in obtaining research that explores effective consumer promotion television weight levels. A typical consumer promotion window may be 2 - 3 weeks. Most consumer promotions are planned in the neighbourhood of 300 GRPs / week. Is there any research that has measured effective levels. I am trying to identifity an optimal level, a level (or range) below which response/sales suffer and/or above which response/sales do not substanitially increase.Goal- avoid spending too little or too much against a given promotion.

The Media Guru Answers(Friday, February 21, 1997 ):
There are so many variable beyond GRP weight that the Guru doubts you will find simple answers.

Just a few are copy length, daypart mix, competitive arena, product interest, and commercial quality and wear-out status. Further, the Guru thinks that effective reach / frequency is a more useful quantitaive standard than pure GRP.

Two places to look for relevant research would be Newsweek Media Research Index or Advertising Research Foundation


Tuesday, February 04, 1997 #1056
What is the best way to determine effective reach? Any availabale research?

The Media Guru Answers(Sunday, February 09, 1997 ):
Effective reach refers to the concept that people exposed to advertising are only exposedd "effectively' beginning witha certian number of repetitions of the message.

originally, 3 tiems was the standard, based on the work of Ebinghaus in the 1880's, who tested learning of nonsense syllables.

Today logic and experience tells us that many factors determine the number of repetions necessary before recognition and understanding of a message will turn into motivation to buy.

The power of the creative, the clutter of the media used, the competitive environment, the interest of the consumer in the category, whether it is an impulse item otr considerd purchase are just a few of the 20+ factors commonly used to judge whether the effective level mustbe set at 3, 4, 6 or more.


Wednesday, January 29, 1997 #1063
Where can I find past ad spending of a specific client?

The Media Guru Answers(Thursday, January 30, 1997 ):
CMR(competitive Media Reports) is the major supplier of US ad spending data.

Trade publications like Ad Age may review specific clients in articles, from time to time


Sunday, January 05, 1997 #1083
How can I get a listing of which advertisers spend the most money to place ads on Saturday morning and other children's programming blocks?

The Media Guru Answers(Monday, January 06, 1997 ):
The Guru believes that CMR(competitive Media Reports)'s Adspender can manipulate its TV data in this way.

If this is not available to you, the ad trade publications such as Ad Age publish annual reviews of such information.


Friday, September 20, 1996 #1143
Can you access competitive information that may be proprietary?For example; can I find out what dayparts & spending levelsa competitor did for 1995?

The Media Guru Answers(Monday, September 23, 1996 ):
You can't get the proprietary version, but CMR (competitive Media Reporting) is in the business or monitroing and compiling such information, now including Internet advertising.


Monday, September 16, 1996 #1146
Has anyone already validated the old ratio theory, in order to provide help in answering such statements as : "adspends should not represent more than X% of our turnover in this country"? I know this appears like a rather naive question, but some still use this so-called ratio as a weapon and as a norm, regardless of launching years and conflicting effectiveness measurement tools. Have you got an answer , maybe not so simple as the question ?

The Media Guru Answers(Tuesday, September 17, 1996 ):
The Guru says "no." Except for individual brands/services basing ratios on their own experience.

Otherwise such static ratios are always limited in applicability.

First, they generally only apply within product category, to take account of competitive environment.

They also must vary with brand maturity; launching always requires spending ahead of sales. Mature, established, category dominating brands can spend at a lower ratio.

Market position is also a factor, a smaller share-of-market holder needs a higher ratio to grow share.

There are so few simple answers to marketing questions, once we go beyond "does advertising work?"


Sunday, August 04, 1996 #1271
I am currently involved in evaluating or trying to evaluatea group of Medical trade publications. The client is acontact lens manufacturer. I have requested from the publications, the following information: Rate card, editorial calendar, and qualitativeinformation and current BPA statements. Also, I have requested competitivespending for 1996. I need to know how to evaluate a BPA statement andhow do I compare one publication to another? What should I look for whenlooking at the book? (For example, editorial content, special productlistings and etc.)

The Media Guru Answers(Saturday, April 03, 1971 ):
The issue is essentially targeting. The BPA statement is about "how many and what kind".Within medical journals there will be many readers of no value to a contact lens marketer. You can make some judgements based simply on editorial focus; whether it regularly or occasionally relates to ophthalmalogy or optometry, etc. Other, more general titles, need to be considered based on how many members of relevant specialties are subscribers or on what per cent of readers are in relevant specialties.


Wednesday, July 17, 1996 #1179
Do you know any research about how much average frequency is enough before the consumer turns against the advertised product. I mean before they are fed up with the ad. I would like some articles or tables about different product categories concerning this effect.Thank you.

The Media Guru Answers(Thursday, July 18, 1996 ):
There does not seem to be any definitive research on this. Planners dread the question "when is the campaign worn out" almost invariably asked without any definition of "wear-out." Certainly some ads are less enduring in terms of selling ability, which may have little to do with consumers being "fed up." Some advertisers use frequency in top quintiles as a guide, some just accumulated GRP, others study the competitive environment and clutter of their usual advertising media.

The "propinquity theory" gaining in appreciation argues for lower frequencies and if it catches on generally, may change the concept of wear out. Probably the best source of published study and opinion would be the Advertising Research Foundation Library


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.


Tuesday, May 07, 1996 #1226
How many times can a print ad run before it wears out?

The Media Guru Answers(Wednesday, May 08, 1996 ):
The only answer to such a question is "it depends."

How powerful/interesting/competitive is the ad?

What reach and frequency is being developed as the ads insertions repeat.

How many different magazines versus repeats in the same titles.

What is your definition of "wear out?" Decline in awareness, decline in incremental sales, frequency of exposure in the top quintile or top 2 quintiles?

. . .it depends.


Tuesday, April 30, 1996 #1231
I'm working on a presentation on how media planning professionals go about determining a media mix, and how a percent of budget is allocated to each medium being used. It's a general presentation for a client who is not very familiar with media planning terminology or methods. So far my sources for info include a couple of similar documents that I and others that I work with have written in the past, and the media planning textbook (by Scissors). Do you know of any other RECENT sources of info, points-of-view, articles on this topic? Or have you answered a similar question recently? If so, please tell me the category under which your response would be filed (I have looked through several categories of your responses and did not see anything relevant to this topic). Thanks!

The Media Guru Answers(Tuesday, April 30, 1996 ):
In the broadest terms, the process may be thought of as

Marketing Goals ---> Marketing Strategies ---> Media Goals ---> Media Strategies ---> Media Tactics, etc.

A very simple example:

A marketing goal of increasing the number of users of product X might lead to a strategy of converting users of competitive brand Y.

The media goal might then be to optimize reach at effective levels of frequency among a demographic group matched to current users of brand Y.

The media strategy to achieve this might then be built by examining various media mixes to determine which produce the best balance of effective reach for the budget, within the creative limitations.

Of course this is just one possible marketing goal, one possible strategy that might emerge.

There are many ways to set reach goals, to set minimum effective levels or decide to apply the recent "proximity" or "recency" theory of exposure.

In short, one doesn't decide on percents of media and see how it turns out, one decides which media will best answer the marketing and media strategies. Often, some creative decisons have precedence: if TV is designated as the "primary medium" because of communications ability, need to demonstrate, etc, then the strategy migh dictate putting all money into TV "until the effective reach curve is exhausted."

There are infinite ways to express and measure goals and their achievment. Some standard media planning software, such as Telmar's Media Maestro, and Hispanic Media Maestro, allow easy examination of various mixes, instantly showing how reach/frequency/effective reach change as budget or schedules are shifted between media by the planner.


Wednesday, April 10, 1996 #1247
Can you please give me an overview on how to buy Yellow Pages advertising on a national basis. I know that Donnelley handles NYNEX, but who do I go to for the rest of the country?

The Media Guru Answers(Monday, April 15, 1996 ):
Donnelly handles about half the country and most of the rest is covered by one or two others. As the major geographic areas tend not to be competitive, Donnelly will generally direct you to the rep for the areas they don't cover.

Another option is to call the remainder of the dozen or so other RBOCs, like NYNEX, who divide up the country.


Friday, April 05, 1996 #1250
How much advertising dollar is spent on magazine advertising by AT&T, MCI, and SPRINT? What is their advertising Strategy in relation with the print media? (This is related to my independent project at the University at Albany. I would really appreciate your help. Thanks.

The Media Guru Answers(Sunday, April 07, 1996 ):
Advertisers' magazine spending, and print schedules, are reported by CMR (competitive Media Reports). The data are not normally available without cost.

No doubt deducing the strategy from the listed schedules would be the key learning experience from your project.


Tuesday, March 19, 1996 #1260
are there any international competitive tracking services similar to LNA or ROME reports here in U.S.

The Media Guru Answers(Thursday, March 21, 1996 ):
Yes, BARB is a similar service in the UK. There are others around the world. Through international offices, media software service companies like Telmar will be familiar with manipulating the data provided by such services.

For that matter, CMR (212) 789-1422 the producer of LNA and Rome, is a part of VNU, a European company.


Tuesday, March 12, 1996 #1264
Dear Guru;I am in the process of launching a software product aimed at the magazine publishing industry. It is an internet software based on getting their content online, their advertising targeted, their subscriptions in order, and will provide user statistics to maximize their advertising and content.My questions are as follows:How do I find out how mauch advertising revenue is generated by the magazine industry-both online and print. What are the projections for future growth for online advertising for magazines?How do I find out what kind of money magazines have budgeted for online software and services?Thanks

The Media Guru Answers(Wednesday, March 13, 1996 ):
CMR (competitive Media Reports) tracks magazine's advertising revenues and web site (magazines' and others). They are in NY at (212) 789-1422.

As far as growth is concerned, trade magazines will offer different opinions and a library search of the ad trades could be informative.

The Guru's opinion is that right now the web is "hot." It porbably is not generating a lot of business for most media who have web presence. But the TV networks and major publishers all have sites. The state of marketing is that a web site is a necessary validation of participation in contemporary marketing.

The software you describe, if it does all you say, will help make a magazine's web presence produce ROI. The trick is probably to get to a magazine before it has hired or contracted out web design services.


Monday, January 15, 1996 #1783
How many marketing dollars do I need to spend to sell one unit software for the home education market? (price point under $50, desired sales 25000 pieces)

The Media Guru Answers(Friday, February 02, 1996 ):
This is not a media question, and can only be answered with other questions, such as:

What is the average unit marketing expense of comparable, competitive software?

What retail or direct marketing channels will you use?

What marketing expenses do you need to account for; trade show participation/advertising/PR/collateral materials/sales force/other?


Thursday, January 04, 1996 #1801
Does a "Redbook" for online advertising exist? I am interested in finding out about new media client lists at major agencies.

The Media Guru Answers(Friday, February 02, 1996 ):
The "Redbooks" or Standard Directory of Advertisers and The Standard Directory of Agencies do not list media specifically by advertiser. If agencies have New Media as clients, that would show up in the Redbook.

CMR (competitive Media Reports) may soon begin tracking on-line activity.

The Jupiter Report lists some on line advertisers.


Friday, December 29, 1995 #1803
What is the best way to target potential customers for ad sites? We are interested in having them advertise in both the homepage and our print catalogs/magazines.

The Media Guru Answers(Friday, February 02, 1996 ):
First, and most obviously: Do the print vehicles exist already? Current advertisers are best prospects for the web site. As advertisers are found for the web site they are targets for the print vehicles

Next, web-aware companies are best prospects so find other web sites in business categories related to your own, but not competitive, and solicit ads from them. Next, find competitors sites and solicit the advertisers they have attracted.

Find these sites through the web's search engines like Yahoo or the excellent, new AltaVista.

A similar examination of complementary and competitive print media could be productive as well.

Registering your own site with these search engines and others (use these to find the others) means advertisers can find you.

The trade publications of appropriate categories are also necessary to announce your availability. It is too passive to advertise web services with a site that no one might find.

Finally, SRDS has an interactive media (WWW, cd-rom, etc) data source where advertisers will look for such opportunties. At the beginning of an internet ad media venture, it can be useful to visit an expert web designer's site such as BXI (Brand X Internet Services) This site incorporates an excellent guide to using the internet as a marketing tool.

For overall marketing guidance, the MktgMavens are available on line.


Friday, December 15, 1995 #1808
Is there a source for business-to-business competitive media spending other than The Rome Report?

The Media Guru Answers(Friday, December 15, 1995 ):
Editorial tracking services such as Burrelles's (800-631-1160) perform such analyses on a customized basis. Others offer more specialized services, like Vanguard Communications (212-626-6751), which tracks advertising in ethnic and foreign language U.S. media.


Monday, November 27, 1995 #1816
Where can I find reach, frequency, and rates for NordicTrack Advertising?

The Media Guru Answers(Monday, November 27, 1995 ):
Use a syndicated "competitive expenditure" service like NYC based CMR (Competetive Media Reports) to learn advertising schedules and price estimates. Then analyze these schedules with industry standard reach and frequency software, like Telmar's Maestro.


Tuesday, August 29, 1995 #1844
Advertising merchandising. Do you know of a list/source of examples of good merchandising ideas from either publications or other mediums? What merchandising is? What is good merchandising? What to expect? What can and can't do...

The Media Guru Answers(Tuesday, August 29, 1995 ):
Merchandising is the enhancement of a media purchase through the media seller's supplying of addditional marketing support.

This may take forms as varied as running contests with the advertiser as "sponsor" or using the advertiser's product as prizes in bigger contests, helping to secure trade distribution, sampling programs, salesman's incentives, media logo merchandise (the classic station t-shirt) in-store remotes or just additional free advertising.

Anything extra the medium does for the advertiser in consideration of a purchase is merchandising.

Good merchandising is created in response to specific advertiser needs. What are the marketing goals.

For example if product sampling is a goal, a radio station may have an event every week (WXXX nite at ____Dance club) that could distribute 1000 samples to members of the target.

National Media can do the same thing in a bigger way with mall tours. As a general rule, the smaller players in more competitive situations have the more creative merchandising (I don't have an audience but I can put your Logo on the front of my booth at the Annual County Fair, 100,000 in attendance).

Any radio station's promotion director should have a 3 inch looseleaf binder of the past year's merchandising events. The binder will probably be thicker for stations in markets below the top 50, Spanish Stations, small market newspapers, etc.


Tuesday, April 11, 1995 #1853
I'm looking for information on Sports Marketing. In particular, the effectiveness of stadium advertising and any studies that have been conducted on this subject i.e. cost effectiveness, audience recall, and demo & pycho info on people who attend sportin g events and are exposed to this advertising. Also any competitive info. Any suggestions on possible resources? Thanks.

The Media Guru Answers(Tuesday, April 11, 1995 ):
This one looks new, and I trust the recently forwarded covers the others. Demo and psycho would be in MRI/SMRB/MMR.

Sellers of stadium advertising have probably done custom studies of recall / effectiveness and eagerly share results with potential clients. Of course, they might feature the results they find favorable. If advertisers did proprietary studies, they'd be propritary. The ARF (Advertising Research Foundation) library or conference proceedings might have something. We're going beyond media here, you know.


Monday, January 23, 1995 #1877
It seens that the effective reach concept is falling on disrrepute. What do you think. Is it a valuable concept for a package goods advertiser?

The Media Guru Answers(Monday, January 23, 1995 ):
Despite some media pundits, effective reach/frequency is not dead yet. A good media plan should directly address the communication strategy of each particular product campaign. Frequency will depend upon such parameters as purchase cycle, complexity of the message, competitive advertising, the ability to deliver the message in a timely fashion at the height of consumer interest, as well as other tried and successful principles. The current heightened interest in frequency takes into account the length of the advertising commitment, a concept that was always vague in the original effective reach/frequency theory. Because this topic is of great importance, we have created a news group under Industry Forums so that all AMIC members may participate.



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