Home Page The Advertising Media Internet Center

Telmar Home Page


Media Guru

Guru Search Results: 7 matches were found

Monday, December 02, 2002 #5651
How does our agency evaluate signage inside and outside an NFL stadium? We have a client that advertises in a NFL stadium and would like us to provide an analysis of their sponsorship. - How many people are they reaching, what would be the costs to other sponsors versus what they paid, benefits of having all of the signage in and outside the stadium. We are not getting much cooperation from the NFL stadium and we are have a hard time conducting this analysis.

The Media Guru Answers(Friday, December 06, 2002 ):
As a rule, the Guru refuses to do business with any media vendor who will not provide audience estimates, so start by making the stadium understand that the decision for future business is in the agency's hands.

The Guru wouldn't expect them to reveal costs paid by other sponsors and your client shouldn't expect that information.

The value of owning all the signage is probably analogous to 'fully sponsored' magazine issues. It's an effort to appear more important on top of the judgement that sponsoring the stadium has a positive marketing effect, beyond name recognition. It goes beyond media issues.

Wednesday, October 24, 2001 #4818
Have you ever heard the term "social capital" used in relation to advertising or marketing objectives? I have a client that uses this term often, and although he uses it in a branding context, I want to make sure I'm not missing out on a new, or not so new, concept or theory. Thanks!

The Media Guru Answers(Wednesday, October 24, 2001 ):
According to Civic Practices Network:
"Social capital refers to those stocks of social trust,in norms and networks that people can draw upon to solve common problems. Networks of civic engagement, such as neighborhood associations, sports clubs, and cooperatives, are an essential form of social capital, and the denser these networks, the more likely that members of a community will cooperate for mutual benefit."

This sociological concept may apply well to public relations or corporate imaging, particularly if it is important to the advertiser to appear public spirited. Oil companies, hospitals and political parties / candidates may find this reference appropriate. Or it may merely be a pretentious way of phrasing image goals in the case of consumer products.

Wednesday, August 23, 2000 #3735
I have a question regarding banner advertising servers. Do all banner ad servers allow the use of buyer side banner monitoring, like AdForce, or are there certain compality issues, ie. seller side ad server only works with this other buyer side banner advertisment monitoring software. Also.. is it pretty much the industry standard that all sellers ALLOW the use of these advertising buyer side softwares to monitor the banner flights.

The Media Guru Answers(Sunday, August 27, 2000 ):
Most commercial sites accept banners from adservers. Adservers monitor their own serving activity. The Guru is not clear on what you mean by "buyer-side" software. If the software can do its task without the cooperation of the site displaying the banner, then permission is irrelevant. The Guru doubts that most commercial sites would actively cooperate in allowing buyers sotware access to thier servers.

Thursday, July 20, 2000 #3635
Dear Guru, Is there any fast way of getting display ad rates for Yellow Pages advertising without having to call each directory? I'm with an agency and have found YP reps a little uncooperative with agencies. All I need are ball park figures. Thanks.

The Media Guru Answers(Sunday, July 23, 2000 ):
The Guru agrees that Yellow Pages sellers relatively aloof and disinterested. They tend to be order takers, not media salespeople. This is probably why Yellow Pages specialist agencies are successful. "The idea of ballpark" figures is fairly meaningless, since there are few comparisons between competing directories where they exist, nor complete standardization of geographies.

Thursday, March 16, 2000 #3324
Can you explain what "SQAD" and "SPARC" are and how they work? What are the benefits to the advertiser to use these? Does it require professional advertising knowledge to use and understand? Thanks.

The Media Guru Answers(Friday, March 17, 2000 ):
SQAD and SPARC (aka SQAD Radio) are standardized cost references, from which recent sample data is found in our ad rates area at the links given above. They represent the average buying achievement of actual buys made by a representative panel of cooperating agencies and media buyers.

If you know enough to place a buy based on ratings and demographic Cost Per Point (CPP), you can benefit from using these tools.

Wednesday, March 31, 1999 #2424
Is there a rule of thumb for advertisers as to the % of the advertising budget allocated to retail coop ?

The Media Guru Answers(Wednesday, March 31, 1999 ):
The Guru would say no. It naturally depends on the manufacturer's retail situation. For example, a parity grocery item has a different dependence on the retailer than a prestige name-brand watch sold only through fine jewelers.

Click here to see past Guru responses aboout co-op advertising.

Saturday, January 04, 1997 #1084
I've heard that co-op advertising is on the rise. It seems like a great way to share advertising costs. Do you know of any standard letters or agreements used to present the idea from business to business (like from a store owner to a supplier?) Thanks.

The Media Guru Answers(Sunday, January 05, 1997 ):
The typical situation is that the manufacturer establishes a co-op program and advises dealers and distributors, who can then request the form to apply for participation.

This is how the manufacturer establishes a budget reserve for its share of the costs.

There is at least one book in print which lists co-op programs in existence. The Guru can't recall the name, but your local newspaper or radio station probably has a co-op manager who has a copy. These media are great beneficiaries of your use of co-op advertising!

There is also a National Association for Promotional and advertising Allowances, Inc. which includes on its resouce list Co-op Works,

"a new online service that helps retailers, product vendors and media make the best use of co-op and MDF programs. Co-op Works standardizes the language and simpifies the entire process. Retailers and manufacturers can track incentives and accrued funds instantly-reducing the questions, phone calls, and headaches."

Tim Fisher, President
2665 Villa Creek #208
Dallas, TX 75234-7309
Phone: 800-810-2025
Fax: 214-243-6310