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Media Guru

Guru Search Results: 7 matches were found

Friday, March 26, 1999 #2415
The target audience for my schedule is "Own a dog or cat and took your pet to the vet at least once in the last 12 months". I have done the Xtab in Telmar and know which states this audience lives. I am trying to get more specific and find out what DMA the target lives in. What is the best way to find this information? I do have information from the Lifestyle Analyst book provided by SRDS but I am not that comfortable with it since I was told the data is compiled from warranties people send in. Please help.

The Media Guru Answers(Monday, March 29, 1999 ):
Why are you troubled by data from warranty cards? Of course, this data will not be from as random a sample as Simmons, MRI or The Mendelsohn Media Research Affluent Study. However, its skews are probably based on income more than anything else and data should be fairly useful in terms of finding the geographic dispersion of behavior like vet visits.

Another approach is this: the survey data listed above does report separately on several major DMA's. Beyond that, the mapping/modeling software offered by suppliers like CLARITAS can extrapolate the survey data into regional or market by market data. Of course, this may be as removed from validity as the warranty data.

Why not contact the associations like American Animal Hospital Association (AAHA) and American Veterinary medical Association (AVMA) to inquire about visits per market?


Friday, November 13, 1998 #2155
Thanks for your quick response, but re: my last question #2154, PERQs measures physicians and medical professionals - this drug is targeting the consumer. Any additional help is greatly appreciated. Thanks again!

The Media Guru Answers(Tuesday, November 17, 1998 ):
For consumer targets, Simmons, MRI or The Mendelsohn Media Research Affluent Study are the best consumer behavior / media use resources.


Thursday, November 05, 1998 #2123
Dear Guru, we work with a medical-device company. Our primary target audiences are physicians. We have been utilizing b-b pubs as our primary form of marketing communications but are looking for other means to communicate our messages. One consideration has been direct mail. I have been unable to locate any usable reseach that would indicate that direct mail is a successful means to communicate with physicians? Are there any research studies, that you are aware of, that would help to answer the question is direct mail effective when targeting a physician audience and if it is an effective means do standard frequecy rules apply? My current belief is that direct mail is not an effective means, for this audience, if the message content is image. Possibly something to consider if the message content is that of direct response. Thanks in advance....

The Media Guru Answers(Thursday, November 05, 1998 ):
The Direct Marketing Association (DMA) ought to have some infromation for you.

Other media to consider are physicians radio networks and video tape releases.


Tuesday, October 13, 1998 #2093
I am a novice at media planning. Recently I acquired a job as a media planner due to my overall advertising experience. I've been assigned a medical account with a focus on orthopedic surgeons and the media type is print. I've been instructed to base my analysis for publication recomendation on CPM. The number of orthopedic publications is limited but I feel there should be more to my analysis than CPM. Can you tell me what other types of analysis I can do and how to accomplish them?

The Media Guru Answers(Thursday, October 15, 1998 ):
If you have titles that are not purely for orthopedists, then you can compare their compostion -- the percentage of audience who are orthopedists. This indicates their focus on your target.

If you have the specialized physician audience studies, i.e. PERQ's FOCUS, you can compare audience duplication between titles and develop reach and frequency for various schedules of the publications you might use.

The same study might tell you which titles have more audience members who purchase what you are advertising.

An editorial analysis might show that some titles have more coverage of the category of the product or service which you are advertising.

An advertising analysis might show which books get more of your competitors' business.


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.


Tuesday, November 25, 1997 #1462
hi media guru, I am doing research for a client (a medical school) for recruitment advertising. With that, I am trying to locate newspapers and magazines that have special educational supplements,sections, banners, etc that would be appropriate for the client, (not necessarily medical publications) For example: NY Times Education Life section, we we currently are running,and some others, but need a source to breakout the pubs, so I don't have to call across the country. Are there such services and /or books of this nature. Can you help? Please?

The Media Guru Answers(Tuesday, November 25, 1997 ):
One such book is Standard Rate and Data Service (SRDS)Newspaper Advertising Source


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.



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