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Media Guru

Guru Search Results: 4 matches were found

Wednesday, February 10, 1999 #2316
I am currently doing some research into available packages for Airtime Sales Systems for broadcast. I have some information on UK packages such as Enterprise but as many of these seem to rely on outdated technology, I wondered if you could provide any recommendations?

The Media Guru Answers(Wednesday, February 10, 1999 ):
The Guru isn't sure what you mean by "outdated technology."

Do you refer to hardware platforms, e.g. PC/Windows vs mainframe or to funtional/software issues, e.g. internet data access?

Two of the leading suppliers of broadcast sales support systems in the U.S. are donovan and Tapscan.


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

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

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


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

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

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

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

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

Harris donovan of Canada has an Outdoor Reach and Frequency system.


Monday, January 26, 1998 #1492
This question may not be in your league but here it goes anyway. I am in search of software that can handle media planning in conjuction with accounting. In other words, place media buys and tie into accounting. Please let me know if you are aware of any such animal. Thank you in advance.

The Media Guru Answers(Wednesday, January 28, 1998 ):
There are several options. One of the oldest and most popular is donovan Data Systems



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