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Guru Search Results: 21 matches were found

Tuesday, July 27, 2010 #7791
We are trying to stay current with the latest media planning tools. Beyond MRI, Simmons and Scarborough, is there a media planning tool that combines consumer insight with media habits, and does a good job of including not only the growing digital options, but also grassroots/promotional media as well?

The Media Guru Answers(Thursday, July 29, 2010 ):
The Guru hasn't seen any "grassroots" in syndicated studies, but any of the resources you have mentioned might have some of the activities you aree thinking about, such as coupon redemption, attenance at NASCAR races or sporting events that you could crosstab with your media options.


Thursday, April 26, 2007 #7317
Through what media vehicles are active seniors most effectivley reached? I am targeting active seniors for a brand new retirement home in a 100,000 pop city.

The Media Guru Answers(Saturday, April 28, 2007 ):
First you need to develop quantitative definitions of "Senior" and "Active."

Let's imagine you decide it's persons 65+ who regularly participate in any sports.

Then you decide what you mean by "effectively reached." Is it large audience numbers (coverage), high concentrations (composition) or motivation of those reached due to advertising environment?

Then, using syndicated media research such as MRI or Simmons or Scarborough or similar, you can cross-tab that demographic with media choices to determine best coverage or composition. "Effectively" may be based on observing the successes of competitors or your own testing.


Monday, June 20, 2005 #6958
Dear Media Guru, I am creating a media plan to reach a very narrow audience - moms looking to buy pianos for their kids. What resources do you recommend for research on the best media options to use? The client has a limited budget but needs to advertise in major markets. Thanks! Tracy, Capstone Media

The Media Guru Answers(Monday, June 20, 2005 ):
Syndicated media/marketing research studies report on purchases like pianos. cross-tabbing mothers in households that bought pianos versus usage of various media is your starting point.

Try MRI, Simmons and Scarborough.


Monday, November 01, 2004 #6657
What are the demographics for environmentalist?

The Media Guru Answers(Monday, November 01, 2004 ):
This information may be discerned from crosstabs of MRI or Simmons data


Monday, February 23, 2004 #6392
How do you read crosstab runs?

The Media Guru Answers(Tuesday, February 24, 2004 ):
Click here to see past Guru responses and explanation of crosstabs


Wednesday, January 29, 2003 #5774
Hi Guru When using Telmar - it gives an index figure. EG. Males: Audience 529,000 Index 150.9 Males: Audinece 580,000 Index 30.2. I am battling to get an accurate, informative description of exactly what is INDEX. Something I can use to explain to a media illiterate client. I currently use the term "propensity to use". PLEASE help? Thanks

The Media Guru Answers(Saturday, February 01, 2003 ):
"Index," in the context you are describing expresses the relationship between two numbers. If the two numbers are the proportion of males in the population and the proportion of males who use a product, then your description works. If the comparison is about audience or geography, not quite. To see the use of index in an actual crosstab print out, click here to see the Guru's discription of a crosstab result.


Friday, December 13, 2002 #5678
Reading MRI

The Media Guru Answers(Sunday, December 15, 2002 ):
Click here to see past Guru responses about reading reports from MRI


Thursday, October 10, 2002 #5557
Can you recommend any sites to reach Females 18-49 that suffer from allergies? Or a resource that could help direct me? Thanks

The Media Guru Answers(Sunday, October 13, 2002 ):
Sources that measure large numbers of websites don't include information about maladies. If the Guru were trying to approximate, he would cross tab MRI or Simmons findings on Female 18-49 users of allergy medications with website audiences. However, the mentioned sources do not go very deeply into the site-specific web arena.

At any rate, you are probably more likely to find better prospects by placing ads on the allergy-related areas of Web MD and similar sites or buying key words at search engines.


Thursday, January 17, 2002 #5016
How to read MRI

The Media Guru Answers(Thursday, January 17, 2002 ):
Click here to see Guru guidelines on reading a crosstab. The example is based on MMR, but MRI reports are read the same way.


Wednesday, June 07, 2000 #3537
I'm new to media software. If my agency is planning all media, is Donovan a better package than Telmar. Are there any others that I should consider? Thanks.

The Media Guru Answers(Thursday, June 08, 2000 ):
No. Donovan software is for buying and stewardship. Telmar (AMIC's sister company) offers programs used for planning, such as reach and frequency estimators, print cross-tabbing and rankeing, flowcharts, etc.


Thursday, June 01, 2000 #3523
Hi Guru - In your opinion, what are the best research systems for online planning/buying? We want to be able to do a crosstab, and discover which websites the target visits. Thank you!

The Media Guru Answers(Thursday, June 01, 2000 ):
Only the meter-style measurements are likely to have a large enough sample and reportable web site list for your analysis:

Nielsen//Netratings and MediaMetrix


Sunday, April 16, 2000 #3399
dear guru, iam developing a marketing plan for a india based travel portal.this portal is designed to serve the needs of indian tourists as well as foriegners visiting india.how do i identify and best reach my target audience namely,people around the world who travel or have strong intentions to travel and are on the net? thanking you in advance,maverickrr

The Media Guru Answers(Sunday, April 16, 2000 ):
Travel-oriented sites and cultural sites featuring India are the obvious choices. In various countries, local, syndicated, product usage studies, such as MRI or TGI might allow you to cross-tabulate travel and online behavior.


Wednesday, April 12, 2000 #3392
Guru, I've never used a planning program as most of my planning has been national print and outdoor, local broadcast, and things I've felt I can handle on my own.I've seen so many planning programs and websites for planning it's hard to tell the good from the bad. Have you ever evaluated planning programs and, if you have, can you recommened one or two? Thanks

The Media Guru Answers(Wednesday, April 12, 2000 ):
To the Guru, the term "planning program" means programs like Telmar's AdPlus or Telmar's full set of individual media analysis programs or the eTelmar online suite of media programs.

Such programs calculate reach, frequency, effective reach, frequency distribution, and quintiles for individual media plus combinations of media as well as cross-tabulations and rankers from media audience databases. Flow charting is also a typical option.

These programs don't actually create media plans, that is determine how much budget to invest in each medium, ad units to use, and scheduling. There are such programs on the drawing board, but require that the planner quantify and factor those concepts which would be subjective judgements.


Wednesday, February 24, 1999 #2355
How to read a crosstab

The Media Guru Answers(Wednesday, February 24, 1999 ):
The Guru has just posted a detailed, graphic explanation of how to read a crosstab. It's just down the page at Query # 2346, from Feb. 17. Or Click here to see past Guru responses on "crosstab"


Wednesday, February 17, 1999 #2346
Could you please provide the basics on how to read a crosstab? Also, the definitions of the terms %col, row, composition, coverage, index - what do all of these mean? This would be very help to folks who are new to media planning and research, so that they could explain crosstab results to others. Thank you!

The Media Guru Answers(Wednesday, February 17, 1999 ):
crosstabs, those typical computer analyses of data from MRI, Simmons, The Mendelsohn Media Research Affluent Study and other respondent databases, are an essential tool of media planning, used for target selection, media selection, etc.

Here is a section of a typical "crosstab," taken from The Mendelsohn Media Research Affluent Study Reflecting Households with Income of $70,000 plus . It concerns Cosmetics users, persons who visited the Caribbean and Vodka drinkers:

To the left, first the description of each row appears. The top "row," which consists of five lines of data, describes the total population. The next "row" of five lines of data describes readers of Money Magazine, etc.

The next sets of text to the right describe the data content of each of the five lines making up the data rows. "Projection" is the total number of persons the research estimates to be in each category (in thousands, in the total adult universe, which is specified at the top left of the table. This is sometimes labeled "[000]"). Often the term "Audience" appears instead of Projection, especially, though not exclusively, when magazine audience is being analyzed).

The column headings, such as "Total," "Cosmetics," " Drink Vodkas" etc, describe the data in the columns below each heading.

So, at the #1 mark, we learn that 24,855,000 Total affluent adults used Cosmetics in the past year.

At the #2 mark, we see that the number of respondents (persons in the sample) whose educational level is college graduate or better and who use Cosmetics is 3469. In other words, the overall study found 3467 members of its sample who fit both descriptions as to education and cosmetics use. It is important to note this is a whole number and not in thousands. The number 12295 above this indicates that, from this sample, the study projects there are 12,295,000 college (or better) educated cosmetics users.

At the #3 mark we see 12.4 on the %Column line. This means that 12.4% of the column definition (Vodka Drinkers) also fit the row description (Money Magazine readers), that is, 12.4% of Vodka Drinkers read Money. Another way we refer to this is to say that Money's coverage of Vodka Drinkers is 12.4%

At the #4 mark, "%Row" is 16.0, so we learn that 16.0% of the Row definiton (Money readers) drink Vodka. Or, we can say that Money's Vodka Drinker composition is 16.0%

Finally, at the #5 mark, we have an index of 131.3. This is also called "index of selectivity," indicating how much more likely, as compared to the average affluent adult, the persons in the row are to also be in the column. (Traditionally indices are used with no decimal places, so, in application, one would refer to this in future use as a "131 index.")
In this case, the index tells us that a person in a Household which has $100,000 or higher income is 31.3% more likely to have taken a Caribbean trip than the average affluent adult. The index can be calculated either dividing the %Column under Caribbean visit by the %Column under total:
59.645.4
or
in the Caribbean visit column, dividing the %Row in HHI $100,000+ by the %Row in the "Total" row:
21.616.5.


Thursday, January 07, 1999 #2251
Hi there I am a media planner from India and would like to clarify the method of calculating BDI & CDI for a country like ours where population dispersion is not uniform across the SocioEconomic Class (the parameter used for setting the target audience. Iit is a cross tab of education and profession of the chief wage earner of the household) in different markets In such a situation is it advisable to use the total population of the country rather than Target Group Population. Sissors and Bumba advise using the Total Population but i guess thats more applicable to developed countries where TG dispersions are uniform Thanks a lot andrew@LoweIndia.com

The Media Guru Answers(Thursday, January 07, 1999 ):
The concept of BDI and CDI is based on different sales rates (units or Dollars of sales ratio to units of population) within specific marketing regions.

Logically, the same demographic should be used locally and nationally. If each person in demographic "X" consumes 10 units of "y" nationally, than the national rate is Y X.

In each market, the demographic population is also compared to consumption and a similar ratio calculated. Then the market's ratio the national ratio becomes the BDI or CDI, depending on whether Brand or Category data, respectively, was used. If the total national population is the base but you use the target pop. in markets, then each market's CDI is inflated by the same percentage. That is, if the target was selected because its members, nationally, have a 150 index of consumption of the product, then each market's BDI would be inflated by 50% if the National population was used as the BDI base.

On the other hand, there may be not difference in effect, because in either case, whatever the national base used, the realtionship between markets will be the same.

However, since it is really sales, not people with which you are dealing, it is cleaner to use total, not target population in each case. Otherwise you assume that in every market, target members consume the same, which obviates the BDI excercise. Suppose someone other than the target is a major consumer in some geographic are, why mask that in planning market allocation? After all the whole idea of BDI/CDI is based on the concept that a product's consumers are not evenly distributed demographically, even in countries where some demographics may be.


Saturday, November 14, 1998 #2157
Can you please tell me about media readership studies in the SAARC countries - India, Pakistan, Bangladesh, Nepal and Sri Lanka . It would be great if apart from the normal number by demographics, cross tabs, other info like product linkage, duplication, across media / vehicles etc. is also available. Also, if you could let me know about a source that would give me information on the legislation in each of these countries regarding media. Awaiting your reply eagerly. Thanks in advance.

The Media Guru Answers(Tuesday, November 17, 1998 ):
Perhaps one of the national or international research oversight organizations, like Advertising Research Foundation or ESOMAR , the European Survey, Opinion and Market Research Organization can help you.


Thursday, October 22, 1998 #2110
Dear Media Guru, Can you please tell me about media readership surveys for different countries? It would be great if apart from the normal numbers by demographics, cross tabs, other info like product-linkage, duplication across media/ vehicles etc. is also available. What more info has been atempted as an add-on with the readership surveys, anywhere in the world ? - Planner in dark

The Media Guru Answers(Friday, October 23, 1998 ):
As far back as the Guru can recall -- 30 years or so-- U.S. and Eurpoean readership studies have commonly included "other info like product-linkage, duplication across media/ vehicles etc."

See Simmons, MRI or U.K.'s TGI.


Sunday, October 27, 1996 #1118
I am looking for a way to use prizm, is there a way to do this, or is there another way to find the same kind of information?I am researching two magazines for a class and need to know about their consumers.

The Media Guru Answers(Monday, October 28, 1996 ):
PRIZM is a product of Claritas. Various waysto use PRIZM are described on the Web site. You would need to use PRIZM in conjunction with a magazine audience study such as Simmons or MRI for the project you mention. Claritas' own COMPASS computer system can do this at a highly detailed level, but the broader strokes you might need can be accomplished through most data tabbing systems for MRI or Simmons data such as Telmar's TNT crosstab. The user must have the "rights" to access magzine and PRIZM data. The magazines themselves could help you, if they were willing to support student projects (doubtful).


Tuesday, September 26, 1995 #1838
I am doing a project in my Consumer Behavior class that deals with the senior citizen market (65 and older). How do the purchasing habits of seniors differ from the habits of younger groups. How would this affect the way that advertisers market to this age group? Where can I find some specific information on marketing to seniors, and senior buying habits?

The Media Guru Answers(Tuesday, September 26, 1995 ):
Senior's purchasing differs in various ways depending on purchase category. They buy smaller size packages of perishables, but may have more time to shop in warehouse clubs for bargains. They use different packagings and types of pharmaceuticals. They travel more, but differently. The best approach would be to crosstab bellwether categories reported in SMRB or MRI. One excellent short answer could be obtained by reviewing Modern Maturity Magazine's trade ad series from around 1987-88 which talked about seniors consumer behavior. The ads were created by Cadwell Davis Partners a Saatchi division.


Saturday, February 11, 1995 #1872
Any profile on Country Western Radio listeners? What TV programs/networks do they most prefer?

The Media Guru Answers(Saturday, February 11, 1995 ):
If you subscribe to a data base such as MRI, you could crosstab country radio format listeners against TV programs for any demogragphic or product category. Telmar;s software can help you get the answer if you subscribe to the data.



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