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Guru Search Results: 33 matches were found

Thursday, September 27, 2001 #4738
Is there a resource to help plan an on line campaign to reach healthcare professionals, particularly MDs.

The Media Guru Answers(Thursday, September 27, 2001 ):

Click here to see past Guru responses on the topic.


Thursday, August 09, 2001 #4643
Can you provide the names of the companies that provide proprietary, custom reports of competitive advertising spending. I've worked with companies in the past that specialize in high tech, finance, and healthcare, and provide the information on a market-by-market basis.

The Media Guru Answers(Saturday, August 11, 2001 ):
Start with CMR (Competitive Media Reports).


Tuesday, July 31, 2001 #4621
Hello Media Guru Is there software available that will have reach and frequency information for Trade publications. If not what is the best way to calculate this information?

The Media Guru Answers(Tuesday, July 31, 2001 ):
Programs like Telmar's print planning systems can process Intelliquest (computer and tech trades), as well as some others which exist in the medical and other fields. The software can also estimate R&F for other, unmeasured trade titles if you have circulation and reader-per-copy estimates.


Wednesday, July 18, 2001 #4590
I know there comes a point of diminishing return on advertising investment. What is the maximum reach you can obtain through media advertising considering that some people may be out of the country or unreachable do to unfortunate health issues?

The Media Guru Answers(Wednesday, July 18, 2001 ):
The Guru has always made it a policy not to report reaches higher than 98%.


Friday, July 06, 2001 #4555
Our agency handles a lot of business to business accounts how would one go about calcualting reach and frequency for each particular business sector ex. one account makes catheters. How would you calculate in various value-added opportunities into reach and frequency like links on a site, direct mail lists etc. Thanks for the great service.

The Media Guru Answers(Friday, July 06, 2001 ):
To calculate reach and frequency two data points are necessary:
Unduplicated audience within the target (sector, in your case) and total population for the target. The media type or unit size are not relevant; reach is pure arithmetic; relative impact and other creative judgements are separate.

It should be basic to estimate the numbers of audience for any media vehicle, site or mailing in your plan. You certainly must have an idea of the size of the sectors you are targeting. The tricky part would be estimating the duplication between advertisements. In the medical field, possibly PERQ has some useful estimates.

Once you add the gross audiecne of all your ads and eloiminate the estimated duplication, you divide by the population to determine reach.


Wednesday, June 13, 2001 #4486
I have currently been trying to find a media research company that will provide competitive spending analysis for healthcare trade publications, and have been unsuccessful. CMR does not provide trade pub research; does anyone?

The Media Guru Answers(Wednesday, June 13, 2001 ):
CMR's (Competitive Media Reports) Business 1200 tracks trade pubs and PERQ specializes in health care research including adspend.


Friday, August 25, 2000 #3751
Dear Guru- I am an AAE at an ad agency, and a health care client believes that too much of the budget is being spent on direct mail. Do you know where I could find an industry average for budget allocation, or what % of a budget is too much to be spending on direct mail pieces? Thank you.

The Media Guru Answers(Monday, August 28, 2000 ):
Direct mail is self justifying. It either pays out or it doesn't. In the Guru's experience. it is treated as totally separate from mass media.


Wednesday, July 12, 2000 #3616
Dear Guru, I am currently doing some research for a client and I need your help. They want to know what the top Web sites (according to impressions and unique visitors) are in the following categories: women 25-54, top Insurance sites (like a Insweb), top health sites (like a WebMD) and top Human Resources sites. My agency subscribes to @plan and I found the top sites for women 25-54 but I am having a hard time finding information regarding the other categories. Do you have any suggestions or know of any other resource out there that I could use? THANKS

The Media Guru Answers(Wednesday, July 12, 2000 ):
MediaMetrix and Nielsen//Netratings are other sources, but you should talk to the @plan people. They may have more information than is obvious.


Saturday, May 06, 2000 #3449
Guru, why are most large agencies starting their own online division? I assume most planners in a media department would love to explore new boundries for their clients to advertise in. Just wanted a different opinion.

The Media Guru Answers(Saturday, May 06, 2000 ):
Online media, though they are new and hot at the moment, are just additional media and must be regarded as merely additional communications elements available to advertisig plans. The Guru doesn't believe online divisions will stay separate for the long term. Though production issue will be unique, online will become just other media. There may continue to be specialists who serve online marketers, just as there are specialized health care and direct marketing agencies.

Bottom line, agencies are starting online divisions to compete for online budgets which otherwise are diverted from the budgets the agencies get. It's the same as agencies opening ala carte media services to compete against independent media buying companies.


Thursday, February 03, 2000 #3188
My company sells publicy accessable internet kiosks we would like to generate additional revenue streams by selling the advertising available on the kiosks. I would like to know about any available resources that would pertain to demographic / psychographic information. For example: In a geographic are, say a zip code. What % in that area have health insurance, what % go to a pharmacist and how often, also income levels, etc.

The Media Guru Answers(Thursday, February 03, 2000 ):
Resources you might use include Scarborough or Standard Rate and Data Service's (SRDS) Lifestyle Market Analyst


Monday, January 31, 2000 #3177
We are rolling out a large, interactive site targeted towards nurses and similar health care employees. What is the most effective process of gathering online advertising areas for this specific demographic?

The Media Guru Answers(Monday, January 31, 2000 ):
There are some specific online planning sytems which list sites by audience target. One is FocaLink and @Plan are among these. These may not go into narrow B2B targets such as nurses.

Your best bet may be to try to imagine what sites will interest these professionals, for example NursingWorld. A search engine, like Google will be useful.


Wednesday, January 26, 2000 #3159
I keep hitting dead ends! I am looking for information containing "cost per lead" or "cost per sale" for various types of media marketing different types of products. An example of the information I am seeking (using figures from my imagination): Home Security Systems On-Line - $2.00 to $2.70 Direct Mail - $2.50 to $3.20 Television - $4.70 to $5.10 Radio - $1.90 to $2.60 Billboard - $2.20 to $2.80. I need this kind of information for campaigns that were/are directed to households. Examples of products or services might include: life insurance, health and beauty products, automobiles.

The Media Guru Answers(Saturday, January 29, 2000 ):
The best source would be the Direct Marketing Association (DMA).

One thought: It is a general truism that list quality is one of the most important factors in direct marketing success. So a much tighter target than "Households" would be recommended.


Wednesday, January 12, 2000 #3112
Hello. As responsible for the positioning of magazines within a saleshouse, I'm looking for information about trends in women's magazines, and more precisely wellness, health and beauty magazines in Europe. 1/ do you know interresting internet sites / papers / research about this subject? Thanks for your help !

The Media Guru Answers(Wednesday, January 12, 2000 ):
ESOMAR, the European Survey, Opinion and Market Research Organization might be your best source. Also try BPA.


Friday, November 26, 1999 #3003
I represent an association's publication that is interested in soliciting consumer advertising. The publication is in the medical field. What challenges do we face?

The Media Guru Answers(Sunday, November 28, 1999 ):
1. Identify advertisers who want to communicate with a medical audience.

2. Make your pricing competitive. Justify any premium based on your audience value.


Thursday, November 18, 1999 #2984
what advertising agents do,how they do it,modes of renumeration and types of advertising agencies

The Media Guru Answers(Sunday, November 28, 1999 ):
Most basically, advertising agencies create and place advertising in the media. Agencies also participate in and herlp guide marketing planning. The services are traditionally compensated by 15% commission on gross media bought and 17.65% on net production or other out of pocket expenditures - 15% of gross and 17.65% of net are actually identical proportions.

Some agencies specialize in product categories and others may specialize in specific consumer categories, like medical professionals. Other specialize in media like on-line.

Compensation deals are most likley to vary from the 15% formula for very large or very small accounts.


Tuesday, November 16, 1999 #2978
Mr Media Guru I read here in England an article debating the ethics/legality of the use of "health bulletins" in order to encourage patients to ask their doctors to prescribe cetrain drugs. I am now lost as to where I read it, do you have any information on where I can source this material out?

The Media Guru Answers(Sunday, November 21, 1999 ):
The Guru would try Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.adn ESOMAR, the European Survey, Opinion and Market Research Organization.


Tuesday, May 11, 1999 #2503
We will be hiring a number of new media planning and buying positions at our company, and we want to offer competitive packages -ARE there any resources I can check to get information on competitive salaries for media planning and buying positions, by years of experience,job title, company type, etc? Along the same lines, any information on health or other benfits that can be expected based on compnay type, position, etc? THanks in Advance

The Media Guru Answers(Sunday, May 16, 1999 ):
The executive search firms who recruit such people are best informed on this. But, it seems you don't intend to use these firms. The next best option would be a careful analysis of classified ads in your marketplace, including the national trade publications


Thursday, April 08, 1999 #2436
Dear Guru, We are looking for information/resources to find a guest speaker for our upcoming summer convention. We are an ad agency specializing in legal and medical clients. Any help would be greatly appreciated. Thanks.

The Media Guru Answers(Thursday, April 08, 1999 ):
To keep this a media question, the Guru suggests you contact the media you use for these clients and ask their editors to speak. If they don't care to speak, they should be well equipped to suggest other speakers.


Wednesday, April 07, 1999 #2433
Are there sites for demographics on medical oriented web sites? What do you recommend for tracking medical web sites?

The Media Guru Answers(Wednesday, April 07, 1999 ):
> The Guru doubts any such sites exist, but click here to see past Guru responses about medical media information. Some of the same sources may help you.


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?


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.


Wednesday, November 18, 1998 #2161
Hello,I work at a health care organization and we utilize a lot of advertising (i.e., print, t.v., radio). We are interested in secondary research which includes how health care consumers (health care consumers specifically) decision making process is altered or effected by advertising mediums. I am interested in both branding campaigns as well as product line specific campaigns (i.e., heart). Is there a place I could start to obtain this information? Does ARF have any research on this topic? Thank you.

The Media Guru Answers(Friday, November 20, 1998 ):
Yes, the Advertising Research Foundation is a good place to check.


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, 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


Thursday, April 23, 1998 #1573
The internet has recieved many different preceptions in the media, whether positive or negative. Many say that some of the bad hype is coming from written media for the internet is taking the attention away from them. I was curious as to your take on this ?

The Media Guru Answers(Thursday, April 30, 1998 ):
The Guru's impression is that there are essentially two schools of thought regarding the internet:

  1. The computer press, which has fallen all over itself to hype the excitement and potential of the internet, because it makes computer publications more interesting and important.
  2. The rest of the media which alternately trade on the hype and warn of social doom due to pornography, chat room phoneys, etc., because that makes intersting reading

It is interesting to note the publications spawned by the internet and the web, and their rapid demise, for example, the closings of The Net, NetGuide and Internet World, while the leading basic computer titles like Windows, and PC Magazine continue in good health, calmly incorporting internet and web topics.

At the same time, it becomes equally apparent that the internet can be a force for good, and a source of useful interaction. There are few general media today without their own websites and email-to-the-editor addresses.

It is also becoming apparent that the current trends will not put the internet into the lives of more than half of our population, so that the internet will not displace mass media.


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


Tuesday, October 28, 1997 #1447
WHAT ARE A FEW WEB SITES THAT TARGET TEENS (AGES 12-17)?

The Media Guru Answers(Wednesday, October 29, 1997 ):
Searching on the word "teens" at Yahoo will produce an enormous list of teen oriented sites. Here are some of the first few:
  • 360° Magazine - national magazine about young people, their lives, and the challenges they face. The writing, artwork and and photography in 360° are submitted by teenagers from around the country.
  • AdoMonde francophone - interactif, dynamique et francophone écrit par les adolescents. Apprentissage éducation français jeunes école jeu sport loisir enseignement francophonie amitié
  • Angst - a diary of teenage noise.
  • Blast! Magazine - interactive site for people under 21.
  • Buf-Puf - teen webzine for health and beauty, featuring tips on skin care, girls and guys who use 3M Buf-Puf Sponges, plus cool interactive quizzes and surveys.
  • Camelhair Magazine - a magazine made by and for teens, if you are into writing or have something you want to publish here we will look at it.
  • Circle J - Christian teen ezine offering poetry, articles and teen devotions.
  • Common Nonsense - Zine for teens (14-25) about alternative topics and other interesting stuff!.
  • Cyber Teen - weekly news e-zine for teens.
  • Cyberteens - place for teen creativity from photo essays to posts of the week, haiku to music reviews, sonnets to suicide columns.
  • daisyface, the zine. - webzine for teens where you can submit pretty much anything to be published in it: poetry, fiction, interviews, music, lotsa fun schtuff.
  • Deo's Paradise - teen magazine with entertainment and music reviews, computer wizadry, and more.
  • DEOs ZASSHI - teen manufactured and oriented e-zine featuring music and entertainment reviews and more.
  • Drive-Thru - This is a new and rising on-line magazine created by a teenager because he got bored. music, pop culture and other hard hitting topics.
  • Ernst - weekly youth-Magazine with interesting articles about music, society, sports and leisure.
  • Flamed: For the NeXt Generation - monthly webzine for parents and kids that will be opinionated, diss out attitude, and address how technology is accelerating the generation of new leaders: NeXters.


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.


Sunday, June 23, 1996 #1193
I am interested in optaining information on a programsimilar to SRDS's e-kit that is targeted to health careonly. I work for an advertising agency that specializedin health care only. Specificly, I'm looking for a programthat will let me, for example, inter a catagory targetedto all RN's, Nurse executives, etc. The system will then listall trade publications that meet that criteria. It needs tolist rates, circulation, breakdown of target, deadlines,mechanical requirements and editorial calendar. (if published)Thank for your help, Media Guru.

The Media Guru Answers(Monday, June 24, 1996 ):
Have you considered using the SRDS e-kit just for the business publication categories you need? The Guru is not aware of any companies competing with SRDS just in the health category.


Sunday, June 23, 1996 #1665
I am interested in optaining information on a program similar to SRDS's e-kit that is targeted to health care only. I work for an advertising agency that specialized in health care only. Specificly, I'm looking for a program that will let me, for example, inter a catagory targeted to all RN's, Nurse executives, etc. The system will then list all trade publications that meet that criteria. It needs to list rates, circulation, breakdown of target, deadlines, mechanical requirements and editorial calendar. (if published) Thank for your help, Media Guru.

The Media Guru Answers(Monday, June 24, 1996 ):
Have you considered using the SRDS e-kit just for the business publication categories you need? The Guru is not aware of any companies competing with SRDS just in the health category.



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