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Guru Search Results: 37 matches were found

Monday, December 15, 2003 #6314
Dear Guru, Thank you for answering my questions about the CPM ranges. I was surprised to see that b2b CPM was so high. What are the CPM ranges of TV and radio? And what is in your opinion the most cost-effective medium for reaching upscale audiences?

The Media Guru Answers(Sunday, December 21, 2003 ):
True B2B magazines may target very narrow audiences, such as top banking executives or petrolem engineering management. Target Universes can be as few as 5-10,000, so that an audeince of 2,000 is quite resepectable. If the irreducible coast of producing a high quality four-color page is $4,000, cpm is $2,000.

TV and radio can have cpms in the $5 to $25 range depending on target and program selection.

Cost-effective media for the upscale audience are most likely to be print and online. CPM may not be great, but out of pocket is more controlled.

Wednesday, December 03, 2003 #6294
guru can u please inform me what is the role of a "brand manager" in a company?

The Media Guru Answers(Friday, December 05, 2003 ):
Typically, the person responsible for all a brand's marketing activity.

Thursday, June 26, 2003 #6042
what is the role of media in communication plan today and tomorrow

The Media Guru Answers(Monday, June 30, 2003 ):
This seems to depend on who is using the term "Communications plan."

In the broad scope of marketing planning, the communications plan defines the number and type of messages directed to the consumer and the media which will be used to convey the messages.

Thursday, January 16, 2003 #5734
Last year i worked for a major outdoor contractor, however due to massive downfalls in the UK advertising market, I lost my job. Now, after a break, I am ready to go back into media but this time I want to be in media planning and buying rather than sales. I want to know Guru how creative scope is within these roles? Also, my mathamatical brain is not too hot! how badly will this affect my chances of landing a job?

The Media Guru Answers(Saturday, January 18, 2003 ):
Planning is primarily about ideas, buying about execution, so creativity would logically be more a part of planning.

Buying uses arithmetic, planning uses algebra and statistics, though both do it with computers these days. A good planner might be building models in spreadsheets, which call for some mathematical understanding. Mathematical ability is more likely to be an advancement problem issue than a hiring issue. In the Guru's opinion a seller negotiator migh be better suited to convert to buying than to planning.

Monday, January 13, 2003 #5730
what is role of media in consumer guidence and protection?

The Media Guru Answers(Saturday, January 18, 2003 ):
Other than those media which state this as a mission, such as Good Housekeeping magazine with their seal, or broadcast clearance which may insist on proofs of claims, there is no inherent media role.

Friday, November 15, 2002 #5620
Dear Guru I am a Media Planner in India and currently trying to assess the potential of the news channel business in India since there are 3 seperate news channel launching in the space of 3 months even though we already have 7 new channels in the country - inclusive of CNBC,CNN,Star News. The current percentage of advertising spend from news channels to total tv advertising spend is around 5% of 1.7 bn USD. What I would like to know is 1)What is the relevant ratio for the US/Europe/Asia 2)By any parameters known to you is the current ratio too high or too low - pls comment

The Media Guru Answers(Sunday, November 17, 2002 ):
The Guru doesn't quite see
  • How projecting the share of advetising spending of news channels fits into media planning duties
  • How a too high or too low ratio would be determined

In the US, where three major cable news channels compete with news on broadcast networks as well as hundreds of local broadcast stations there is one situation which might have no bearing on what makes sense in Europe or India. The share of audience of the all-news cable networks rises when we go through "interesting times" such as wars, elections, etc and ad share will shift a bit.

There is likley to be some trade media reportage of this share in publications such as Ad Age.

Wednesday, October 23, 2002 #5576
What is the role of advertising on media?

The Media Guru Answers(Sunday, October 27, 2002 ):
This question is in the "how high is up?" category. You need to ask a more specific question or you get an oversimplified answer like "Communication."

Monday, September 16, 2002 #5518
wich media generates awareness?

The Media Guru Answers(Tuesday, September 17, 2002 ):
All media generate awareness. The copy and schedule play enormous roles in resulting awareness.

Monday, September 16, 2002 #5517
mr. guru i am taking a class on advertising and i have to do research on a media planner...i have a coulple of questions i would love for you to answer for my research. a. what are some of the resposibilities and duties of a media planner. b. requirement you must meet to be employed in the chosen job (education, portfolio, etc.?) c. what is the salary range for this job? d. are jobs available? employment opportunites. e. level of difficulty in performing you job duties. if you could answer all or some of these questions would help me in my could e-mail me at with the answers or i will check the website for answers

The Media Guru Answers(Tuesday, September 17, 2002 ):
Click here to see past Guru responses about the planner's role .

Click here to see past Guru responses about qualifications for a planner.

Jobs are available. Difficulty is in relation to your ability.

Wednesday, August 07, 2002 #5453
what are the duties of a media planner. (This is for an entry level position.)

The Media Guru Answers(Wednesday, August 07, 2002 ):
The duties vary in different agencies and circumstances. Click here to see past Guru discussion of the planners' role .

Thursday, July 25, 2002 #5436
Do you think PR will kill advertising? What role will PR play in the coming years??

The Media Guru Answers(Saturday, July 27, 2002 ):
No, why would that even be a question? PR and advertising have co-existed for over 100 years. The uses of the two evolve and the wise marketer combines them.

Friday, October 19, 2001 #4805
why do consumer magazines go through a cyclical trend and what are your thoughts about consumer amgazines roles in the changing media landscape

The Media Guru Answers(Friday, October 19, 2001 ):
Everything has cylical trends, variations may depend on the economy, the state of the world, trends in consumer interests, like computers, health, world affairs, etc.

If the strength of magazines in general seems to be declining, there are always hotter categories and new categories.

Wednesday, October 10, 2001 #4770
what are the key roles of a media buyer?

The Media Guru Answers(Saturday, October 13, 2001 ):
Click here to see past Guru responses about media buyers.

Friday, August 24, 2001 #4675
Dear Guru! Is there, to your knowledge, a "role of thumbe" when it comes to number of exposures necessary for one ad-observation in different media; for example 4+ in TV, 2+ for newspapers etc.

The Media Guru Answers(Sunday, August 26, 2001 ):
The Guru deosn't think there is a valid "rule of thumb" in this case. One could evaluate the schedule in each medium according to the 'Ostrow Model'

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

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

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

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

Monday, May 28, 2001 #4431
Hi, A lot of media production houses(television program producers)and smaller televsion channels are clueless about strategic issues involved in media selection, planning and buying.I feel there is a business need gap that can be filled by media experts and consultants. Are there any instances 1.where you have been approached for such projects 2. what information/analysis areas are likely to be of great value to such production houses/television companies 3. Any specific companies/agencies doing similar work. Please do let me know Thanks ABC

The Media Guru Answers(Wednesday, May 30, 2001 ):
TV channels (as time sellers) might well benefit form a half day's seminar on how media buyers decide what to buy. The Guru doesn't see the direct benefit for production houses.

In his role as a private consultant, the Guru has done projects for media sellers, and for producers only when they were also seling their product directly to advertisers. These projects were about how to use media numbers as selling tools and how to present the measured aspects of the media properties most attractively to potential buyers.

The U.S. system may be different than yours.

Tuesday, May 15, 2001 #4400
Defining last minute media buying as buying in the last 48 hours before TV broadcasting, what's the last minute media buying role in the TV advertsing? How much do the planners usually allocate from the whole budget to last minute spendings (as in the last minute peaks audience could be short termly forecasted)? Is this a frequently used instrument? Anticipated thanks...

The Media Guru Answers(Sunday, May 20, 2001 ):
The Guru beleives very few, if any planners allocate anything for this, it is not part of planning except to the extent that it effects price and is thus a buyers' issue.

The Guru does not see a way to forecast audience peaks 48 hours ahead. A bigger issue is whether inventory will be available on such short lead time. The only application of this short time buying in which the Guru sees an advantage is "firesales" that is, making oneself known as a ready buyer -- at deep discounts -- of unsold inventory, a tactic that defies "planning."

Monday, May 14, 2001 #4391
Dear Guru, Please throw light on 'role of women above 45 years of age in purchase of general household products' in INDIAN context. thanks in advance

The Media Guru Answers(Monday, May 14, 2001 ):
Try The Indian Market Research Bureau.

Sunday, April 01, 2001 #4301
What is the role of marketing mix in media planning? Sarwar-Lintas

The Media Guru Answers(Sunday, April 01, 2001 ):
Advertsing is one element of marketing mix. Media planning is an element of advertising. More often than not, the media paln is constructed in the absence of knowledge of other elements of the marketing mix, except perhaps sampling and promotional programs.

Saturday, February 17, 2001 #4189
what is the changing role of media planners today?

The Media Guru Answers(Monday, February 19, 2001 ):
For the most part the role is not changing: it is recommending media approaches that best meet the given advertising objectives. In the best cser, planners are becomeing respected consultant to the whole advertsing process. Changes in which media exist or are popular do not and should not change the planners' role, only the recommendations.

Monday, August 21, 2000 #3729
can you fill me in on zenith media's role in the advertising world?

The Media Guru Answers(Sunday, August 27, 2000 ):
Zenith Media is a media planning / buying service operated by the agency groups of Cordiant and Saatchi & Saatchi. It is comparable to the "ala carte" media operations of other agency giants.

Sunday, August 20, 2000 #3724
What are the different types of opt-in email lists, and how does the managing of these email list names works. What are the standards, how are these lists distrbuted?,... ...i would think that these email recepients on these lists have the ability to be "opt-out", meaning that there has to be one single place where these updated lists are constantly stored. The dillemma comes from seeing all these list brokers, what are the standards of the organization.....And also, what firms play the most prominent roles in selling and managing these lists?

The Media Guru Answers(Monday, August 21, 2000 ):
The types of opt-in lists include
  • Lists the user seeks out and requests, for example stock market info
  • Lists actually built through spam mails soliciting recipients to sign up for opt-in mail
  • Lists built from product registrations or web site memberships, where the membership or registration form includes a check-box to indicate that the user wishes to receive email. It is a bit controversial whether the default setting in this case is checked or unchecked. Legitimate "opt-in" lists are some variation of these. Many pieces of email arrive telling the recipient he has opted to receive it and many marketers may be defrauded into buying lists of people who have "expressed interest in receiving mail about . . ." whether they have or have not. The Guru gets piles of such spam.

    There do not seem to be any other "standards" at present.

    The NY Times recently covered some real opt-in list providers including FloNetwork and MessageMedia.

Thursday, January 13, 2000 #3119
Media Guru, I'm an advertising student and will be going out into the working world of advertising on a media buying internship in two weeks. I have one question which i would much like your input on. The question is as follows; Junior media buyers are routinely asked to book millions of dollars worth of advertising. But do they know enough about the vast complexities of media to do the job right? sincerly, intern student

The Media Guru Answers(Wednesday, January 19, 2000 ):
No, they don't. But then again they aren't actually asked to do this. You have a somewhat oversimplified view of the roles, the Guru believes.

Junior buys operate within tighly defined limits on their authority to make spending decisions.

Over the course of a year a "junior buyer" at a large agency might book millions of dollars, a few tens of thousands at a time. Each time, in a properly run agency, there should be a set of buying parameters from a olanner which specifies the target group, amount of media weight, (GRP or impressions) type of programming or environment, minimum audience size of an ad unit, cpm/cpp range, and perhasp even reach of the schedule.

With all these parameters properly set, there is little room fro a junior buyer to make a significant error. The job is to find the right media according to clearly set, mostly numerical, standards and then to negotiate the best possible price.

Additionally, there should be review of a junior buyers proposed buy by a supervisor.

If you find yourself in a situation without these controls, then you are not observing a professional media operation.

Monday, November 08, 1999 #2942
Dear Media Guru, I am seeking information regarding message retention in print advertising. I would like to know if there has been any research done on the number of messages that a print ad can contain before it loses its effectiveness. In an other words, if a print ad is cluttered with a number of messages, does that make any of the messages less likely to be retained? Thank you!

The Media Guru Answers(Thursday, November 11, 1999 ):
The Guru has not heard of that research, specifically. It seems to be one of those "it depends" kind of things: a Chevrolet ad can probably be successful talking about style plus fuel/maintentance economy plus price plus design plus dealer convenience.

An ad for something with more price-oriented purchase decisions, such as long distance companies, probably is less successful making points beyond price.

Starch is known for print copy-point retention studies and there's always the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

Thursday, October 14, 1999 #2874
Media Guru, I have just recently become aware of your web site, and I think it can be a vaulable resource for me as I begin to plan advertising campaigns on the Internet. My first plan has an overriding goal of driving traffic to its web site, with banners playing an important role. Therefore, I was wondering if any measurements, benchmarks or other standards for click-through rates exist for the following: 1) Buttons vs. Banners 2) Half Banners vs. Full Banners 3) Traditional Banners vs. Rich Media/Interstitials 4) Single Banner vs. Multiple Banners on a page 5) Placement of Banners within a page (top/middle/bottom) Guru, any information or insight you can provide would be greatly appreciated, and you would obviously receive full credit for any information I might use in a presentation. Thanks in advance for you help.

The Media Guru Answers(Sunday, October 17, 1999 ):
All else being equal, that is color, animation, etc., bigger banners outperfom smaller banners. Full banners will get 2 to 3 three times the clicks of button banners. Top of page will outperform lower positions, if only because there is a greater chance to be seen, because visitors usually arrive at the top of a page.

Thursday, July 29, 1999 #2669
What is the role and job definition of a media planner in a creative agency v/s that of an AOR agency ? Does the creative agency media planner need to give detailed plan schedules which include channelwise grps in order to justify reach/freq objectives to the AOR agency?

The Media Guru Answers(Saturday, July 31, 1999 ):
"AOR," or Agency of Record is a buying function and there is no inherent reason for a planner's role to be different. The planner should not need to "justify" anything to an AOR, assuming plans are approved by the client before buying instructions are communicated to the AOR.

Of course, there can be situations where specific rules have been set up going beyond the typical AOR role.

Thursday, July 15, 1999 #2637
Hi Guru. How can I go about recommending seasonality for a community relations campaign targeting opinion leaders in multiple leadership roles? The client wants a recommendation for what time of year is best for this effort. Thanks.

The Media Guru Answers(Thursday, July 15, 1999 ):
There is no real basis to make a decision from the information you have provided.

Is there a specific event from your client or of specific interest to the opinion leaders you want to target, which you can tie into?

What is the goal of the campaign? Any action which has a desired timing? Are there special issues of publications realting to your topic?

Tuesday, May 18, 1999 #2511
Hi Guru We are doing a study on ad recall involving dailies. An analysis of results half way show that recall is abysmal. Is it because while sampling, we did not use the filter of "Intention to Purchase". Would our recall scores have been higher if we had asked the respondents of their intention to purchase any of the top 10 categopries advertised in press before asking them questions ? Thanks

The Media Guru Answers(Tuesday, May 18, 1999 ):
It is typical that "interest" plays a big role in recall, and purchase intent would be a good indicator of interest.

Monday, May 03, 1999 #2485
Hey Guru! Please can you help me to find information/research on wearout of magazine adverts. ie At what stage should the creative be changed and does duplication of readership play a role and if so, how?

The Media Guru Answers(Monday, May 03, 1999 ):
Studies on the question might be at Newsweek Media Research Index and cerainly are in theAdvertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

Wear out will differ according to the power, memorabilty, etc, of each piece of copy, of course.

Naturally, duplication plays a role. It is frequency which causes wear out. Higher duplication is another way of saying quicker building of frequency among those reached.

Tuesday, March 16, 1999 #2397
How do I get information on websites that reach principle officers in technology, healthcare, and energy (oil and petroleum) industries whose companies have recently gone public?

The Media Guru Answers(Saturday, March 20, 1999 ):
Ther Guru believes that your specification is too narrow for there to be any website aimed specifically at the audience you mention. Depending on your definitons of "principal" (Chairman / CEO / COO / President?) and "recent" (past 3 months?), the Guru wonders if there 1000 such people in the world. There is also not likely to be any standardized audience tracking that addresses so narrow a defintion of an audience member (industry / position / date of change of company structure). Even the detail of a print business publication's BPA statement wouldn't go this deep.

The best bet would be to look for sites which address issues relevant to the position-holder you want or industries you want and see if they can offer any insight as to visits from the specific, newly-public companies you can list.

Monday, February 15, 1999 #2335
Dear guru wanted to find out what is the role of BDI and CDI in market prioritisation. How do you arrive at BDI and CDI and is there a point of saturation on CDI

The Media Guru Answers(Monday, February 15, 1999 ):
BDI is Brand Development Index

CDI is Category Development Index. In either case the index is calculated by dividing the percentage of sales in a local market by the percentage of the population which is in that market. It is done based on a Brand's sales or the whole category's sales respectively. This index then reflects the per capita sales in the market and is used to indicate sales potential.

Some marketing philosophies allocate advertising dollars or advertising impressions delivery according to such an index.

Since the usage ia an index, "saturation" would not be a factor unless sales were bizarrely skewed geographically. For instance, a new product in test market might have 90% of sales in a market accounting ofr just 1% of the population. In such as case it would be ridiculous to use BDi to determine allocation.

The Guru has discussed this frequently. Click here to see past Guru responses on BDI and CDI

Sunday, February 14, 1999 #2332
What is the role played by media independents ?

The Media Guru Answers(Monday, February 15, 1999 ):
Media Independents fulfill the role of agency media departments on a stand-alone basis, providing buying, planning, research and stewardship services.

Monday, December 14, 1998 #2219
Dear Guru, How would you define the role of a media buyer? And what would you say are their principal tools and techniques?

Have you any suggestions as to where I can obtain information on media buying from a complete novice angle? How closely are media planners and buyers related if at all?

The Media Guru Answers(Saturday, December 19, 1998 ):
Generally, a media buyer's role is to negotiate the purchase of broadcast time or print space in accordance with the goals established in the media plan. More often, people with the buyer's job are broadcast specialists and print is often negotiated by the planners. There are more and more print specialists. This differs from country to country and according to agency size. Smaller agencies in the U.S., for example, often use planner / buyers.

Tools are the research to evaluate the value and appropriateness to fulfilling goals of the media possibilities. The techniques use various calculations and evaluative processes to compare media and negotiating techniques applicable to any form of negotiation.

The media planner's job is to determine which media will meet the advertising goals of an advertiser, within stated marketing and creative parameters. This means selecting media, designating vehicles within the media, determining levels of media to use and timing.

For the basics, try one of the media planning texts from Amazon .com in the AMIC Bookstore.

Friday, November 27, 1998 #2177
Dear Guru, I am about to begin a market profile on media planning in the UK. I've got hold of some books on advertising, but there appears to be a close synergy between account planning and media buying in the books I have. What actually is the difference in the specs of the two roles, is there a very fine line or just differing titles for essentially the same job? Many thanks in advance for your assistance.

The Media Guru Answers(Friday, November 27, 1998 ):
An account planner is not a media planner, but is the liaison between media and the other key strategic disciplines, of research and account/marketing management. The responsibility is to assure that media planning, creative, etc. are all working from the same understanding of the consumer.

Media buying is an executional responsibility which is a partial fulfillment of the strategic process.

Tuesday, June 09, 1998 #1887
I have been assigned the task of putting together an internet plan. I haven't the first clue where to start. Let me give you a little background. My client is a local hospital that is interesedt in marketing to business owners/presidnets/ceo's/human resource director/benfits administors. The ojective is to create top of mind awareness that our hospital is the hospital of choice when selecting Health Plans. Again, this is a local client. Please can you give me some direction. Where do I start. Thanks for your help.

The Media Guru Answers(Wednesday, June 10, 1998 ):
There is very little research available on internet audience at the micro-geographic level. There is very little available that might cover a segment as small as president / ceo / HR director. The Guru is saying "very little" while really thinking "probably nothing."

MediaMetrix or Relevant Knowledge are most likely to have some pertinent information.

  • Presidents and CEO's are generally found to be the last people in their companies to be computer users.
  • The internet is inherently a non-geographic medium since the entire nation and world have equal access to any web site, and a hospital has a relatively tiny service area

  • Some major markets do have extensive, multi-purpose local sites, and
  • some sites have the ability to serve an ad based on the location of the visitor. This is severely compromised by such problems as all AOL users appearing to be located in Virginia. Other national internet providers' customers carry the same sort of obscured location.
  • Ideally, you might find ad-bearing sites which appeal to business and HR managers which can tell you where, geographically, their visitors come from, or local interest sites which, by virtue of registration know the business role of their visitors.

Generally, the Guru does not believe that local retail advertisers with very narrow targets will find the internet to be an efficient or effective advertising vehicle, compared to traditional local business media, such as Crain's or The Network of City Business Journals

Wednesday, July 23, 1997 #1377
Enjoyed learning from your answers. I have following questions. 1. Is there a rule of thumb for decising how much to spend on advertising vs. public relations? 2. What is the role of ad agency in determining advertising budget? Or is it determined primarily by the client? 3. How common a practice is it to perform a computerized analysis of media plan to determine the final impact in terms of reach, frequency, etc. 4. Is there a magic number in terms of GRP's, or other ratings needed to convert a prospect to a buyer? If not how does one establish the optimum budget? Thanks so much. Raj

The Media Guru Answers(Saturday, July 26, 1997 ):
1) Advertising vs Public Relations decisions are based on a complex mix of marketing issues. One advertiser, mostly concerned with establishing an image or with community relations may spend the majority of funds on PR and the next, seeing a simple need to move units of a basic impulse purchase low-competition, product, may do no PR at all.

2) Some clients merely tell the agency how much there is to spend. Others will go through a process of determining marketing goals with the agency and consider the agency's recommendation on the cost of accomplishing those goals. More often the budget will come from the client, based on issues other than marketing goals, and then be allocated in accord with achieving the goals within the budget.

3) Computerized media delivery analysis is common. Some small retail advertisers may just hipshoot media decisions, often because the geography is small enough to track directly.

4) No, there is no magic number of GRPs to convert prospects to buyers. The marketing issues in each case vary. It should be obvious that persuading you to order a 7-Up versus a Coke next time you go out to lunch, given your background knowledge of the products and benefits, and the consequences of the wrong choice, is quite a different proposition than persuading you to buy a Mercedes Benz, select a vacation destination, or in which hospital to have surgery.

Wednesday, February 26, 1997 #1034
How can media be used to build brand equity?What is the role of media in building brand equity?

The Media Guru Answers(Wednesday, February 26, 1997 ):
From the Guru's perespective, you should look at media in it's literal sense of advertising vehicle.

Most of the work in building brand equity is done by the copy. To the extent media contributes, beyond general communication goals, it will be the media environment (programming / editorial adjaceny) that theplanner selects which most affects brand equity.