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Media Guru

Guru Search Results: 103 matches were found

Saturday, November 01, 2003 #6228
Hi media guru!i study advertising and marketing communications at bournemouth university, England and have been set a media planning assignment.I need detailed information about British Airways' current media strategy and their competitor's, any ideas where i can get this information from?Thanks!

The Media Guru Answers(Saturday, November 01, 2003 ):
If the advertising trade media such as Campaign Magazine have covered this, perhaps. Media strategies are usually treated as trade secrets.


Sunday, October 19, 2003 #6211
Hello Guru. Regarding your answer of 4 October concerning my question about the difference between communication obj, ad. ob, and media obj. What do you think about next reflection concerning hierarchical steps to follow? step 1: Business obj. step 2: Marketing obj. step 3: Marketing strategy = how will the marketing obj. be achieved? Anwer: by Marketing MIX step 4: Communiction obj (which is one of the 4 P's) step 5: Communication strategy. How will the communication obj. be achieved? Answer: by communication MIX step 6: Advertising obj step 7: Advertising strategy. How will the advertising obj. be achieved? Answer: by advertising MIX step 8: Media obj. step 9 Media strategy It was in this context that I wanted to know what the difference is between communication, advertising and media objectives. What do you think? Thanks already!

The Media Guru Answers(Sunday, October 19, 2003 ):
As you state the question, everything before the media objectives is outside the Guru's sphere. For what it's worth, The Guru believes Communications strategy / mix are redundant in your heirarchy, and message is neglected.


Wednesday, October 08, 2003 #6191
what's your recommendation book about techniqs & strategy in planning & buying media for the most up date

The Media Guru Answers(Friday, October 10, 2003 ):
See AMIC Bookstore (in association with Amazon.com).


Tuesday, October 07, 2003 #6189
Dear Guru, With all due respect, I had written you back in September about a situation I was encountering (below) and received a response that I found extrememly puzzling. You said that my question had to do with copy opposed to media. Guru, copy is a part of media and a vital one at that. You also sent me to a link where you mentioned wear out. I went to the link and didn't find much to answer my question. Being sincere with my next question, why do you spend time to respond in depth to people with ridiculous questions (How do I buy spot cable, what's a CPM, etc) from people who could find the simple answer in a "Media 101" book, while mine is a rationale, functioning question and concern? Product life (packaging influenced) is also part of media. Why blow all of this off? Thank you, CRH Previous question: Dear Guru, 2 Qs: 1.) My client created a TV ad campaign and RIGHT before we launched, a competitor with lower quality/lower price/larger packaging had close to the SAME TV ad campaign! I feel product confusion has happened between my client's premium brand and that of the less expensive "knock-off" product. Do you concur? Any research to back this theory? 2.) Because of my theory, I have advised my client to change ads IMMEDIATELY. They have agreed and we will begin to advertise our OLD ADS starting October. I feel "ad quality restoration" has been achieved through our previous ad's 6 month hiatus. My client and I find that our campaigns last for about 6 months before we experience ad wearout, based on copy and frequency wearout. However, returning to an OLD AD where we are basing campaign results on ad quality restoration, how long will our old ads last, given new ads burnout in 6 months? should we plan on only 3 months since the audience will quickly remember the ads again? Your thoughts? Any research to back this up? Please help! -Media guru grasshopper. The Media Guru Answers(Sunday, September 14, 2003 ): Much of this question is about copy and product, not media. Regarding the wearout issue, there will probably be quicker wearout than with a new ad, but that is hard to quantify.

The Media Guru Answers(Friday, October 10, 2003 ):
1.) Regarding copy vs. media, quite simply, you are wrong.

Advertising is two essential elements:
Copy (creative message or "the Ad," and
media, the vehicles (TV/Radio/Magazines/Outdoor/Online) which deliver the Ad to the audience.

The Guru deals with the planning, buying and analysis of media. This has nothing to do with copy, the advertising message itself except to decide whether the media is suitable to carry the message and communicate effectively with the target audience. Often, a media professional determines for which media copy should be created to best reach or influence the target, but this is far from deciding marketing or message strategy.

2.) The Guru's past responses about wearout include 50+ more or less detailed comments on the topic, which is a subjective concept at best. If you can define wear out, you can measure it.

3.) The Guru's stated purpose is to answer questions about media planning/buying/research. People who aske "media 101" questions didn't take the course, and the Guru would not accomplish much by telling half his users to look at a text book. Occasionally, that might be the only answer, but the Guru preferes to deal directly with media questions.

If you have signed up for a media position but have found yourself making copy decisions, that's a problem. But not a media problem. Luckily for you, AMIC offers a double-your-money-back on the fee for using the Guru, if you are not satisfied with the answers.


Thursday, October 02, 2003 #6184
Hello Guru, Could you tell me what's the difference between communication objectives, advertising objectives and media objectives? What's the difference between advertising mix and media mix? Thanks already.

The Media Guru Answers(Saturday, October 04, 2003 ):
To address these in a logical order:

  • Advertising objectives are broader and will include such details as message content and strategy
  • Media objectives are more specific to media planning and buying, including media budget, target, seasonality, geography, ad environment.
  • Communications objectives are narrower stiil, addressing such issues as reach / frequency levels and flighting

Advertising mix includes media plus direct mail, collateral materials, promotion, etc. Media mix is a narrowed focus encompassing items like TV, Radio, Print, Online.


Thursday, September 11, 2003 #6150
I have a client that wants to run two totally different creative executions concurrently--on a limited budget I'm not really sure of the budget, but let's assume that it won't be sufficient for message wearout to occur with any one message. Common sense tells me they'd have greater impact running the same message, rather than two different ones, but I can't find any research to substantiate my hypothesis. Any thoughts? Thanks

The Media Guru Answers(Thursday, September 11, 2003 ):
This is not exactly a media question. It depends more on the message. Are the two executions related variants of the same strategy or very different. It is common to run two versions of the same strategic concept, and wear out is delayed. Two unrelated messages might well confuse the consumer.


Sunday, June 15, 2003 #6018
1. What is your recommended media strategy against very heavy campaign competitor, but our has budget limitation 2. Could you give example about your best media recommendation completely or summary Thanks

The Media Guru Answers(Saturday, June 21, 2003 ):
Some techniques versus a much heavier spender include:
  • Outspend the competitor in just one medium, perhaps a medium the competitior doesn't use, but pick one judgfe strong for your market
  • Outspend the competitor in selected geography, then roll-out as you establish success
  • Outsmart the competitor by concentrating in the most powerful medium with editiorial / content opportunities, sponsorships, etc


Thursday, May 22, 2003 #5981
What is your strategy for determining radio cpp by market?

The Media Guru Answers(Saturday, May 24, 2003 ):
The Guru generally talks to sales reps. The cost guides like SQAD are an option.


Monday, May 12, 2003 #5968
I bought radio and TV for 2 years for an advertising agency but I'm brand new to media planning. I'm now a Media Director and responsible for the direction of our advertising campaign. What resources do you recommend using to figure out which mediums to buy based on our product and demo, and how much to spend in each medium? I have purchased "Advertising Medium Planning" by Sissors and Baron. Is this a good book? What else do you recommend? I have to target an upscale, adults 35+ demographic audience. Thanks.

The Media Guru Answers(Sunday, May 18, 2003 ):
MRI and Simmons are source of information about media audiences and product users. The Mendelsohn Media Research Affluent Study focuses similar data on the affluent market.

Communications strategy may come out of these data and experienced judgment. See also the Guru's Parts of a Media Plan and the Guru's media strengths page


Saturday, April 26, 2003 #5953
Dear Guru : i need to know different structures of media agency Thank you

The Media Guru Answers(Saturday, April 26, 2003 ):
The Guru might not fully understand your question, but he is aware of media firms that simply do buying and related "back room" services and others that offer full scale planning and media research services. Some may be just media strategy consultants.


Monday, April 14, 2003 #5933
Media Guru: I'm searching for a 2003 media calendar (not sure if that is the correct term, but a calendar which specifies how many weeks in a month for media buys, not the same as a regular calendar b/c i remember in 2001 feb. had 5 weeks) can you direct me to a site where i may obtain one.

The Media Guru Answers(Monday, April 14, 2003 ):
At this writing there's one at strategyMagazine and at Research-Director.com.

The simple rule of thumb is that broadcast weeks are Monday - Sunday and a month ends on its last Sunday. So, the broadcast month of April, 2003 ends Sunday 4/27 and the Broadcast month of May, 2003 begins on 4/28.


Sunday, April 13, 2003 #5931
I am looking for information about various marketing strategies and medias. Specifically, I am interested in finding data on what percentage of companies adopt the giveaway and free sample marketing strategy? Is there any place I can view the breakdown of marketing (or advertising) by media (i.e. sponsorship, tv, etc.)?

The Media Guru Answers(Monday, April 14, 2003 ):
See "Coen Report"


Thursday, April 10, 2003 #5929
Dear Guru: What is the piggybacking strategy (in marketing/media/communication fields)?

The Media Guru Answers(Sunday, April 13, 2003 ):
In media, piggy-backing refers to such actions as combining two :15 second commercial executions into one :30 commerical to get the pricing advantage of a :30. By extension, piggy-backing can mean any ad riding along with another.


Sunday, March 16, 2003 #5881
Guru, our client has a geographically limited retail in 2 italian city, located in the north and centre of the country: he wants absolutely run a national tv campaign: as media agency, how can we convince him that's not the right media strategy? He has no budget problem.

The Media Guru Answers(Thursday, March 20, 2003 ):
You need to compare local efficiencies to nationals delivery vs cost in the local area. How much money is wasted in national vs local? Are there any advantages to national for this client?


Thursday, February 06, 2003 #5810
I have a telecommunications client that offers quite a lot of services (wireless phones, cable, high-speed internet connection, long distance, etc.) locally that are advertised seperately but under the same brand name. The client typically advertises promotions for these product lines in the Sunday newspaper and usually has at least three or four different ads in the same paper on the same day. Is there an argument that I can use to say that this is ineffective? Is the client creating its own clutter and confusing the audience? Is the third or fourth ad that the reader sees as effective as the first ad? Please let me know what you think. Thanks for your help.

The Media Guru Answers(Friday, February 07, 2003 ):
This depends on how the message is handled creatively. Is it their strategy to be all things to all people in telecom? Or does each line have a different positioning, i.e. what is consumer brand perception.


Sunday, February 02, 2003 #5796
Dear Guru: A Recency question. Suppose I have 1 competitor. Suppose both of us use Recency for the advertising strategy at approximately the same level of, say, 35% weekly reach. What do you think is the effect of such strategy on the market? What if there are not 2 but 4 or 5 competitors using the same strategy? Thanks.

The Media Guru Answers(Monday, February 03, 2003 ):
Recency is just a communications strategy. Competitive environment is a separate issue. Recency theory may set a threshhold value of 35 reach, but the essence is in the continuity, not low levels. Competitive pressure may dictate a higher level.


Friday, January 31, 2003 #5788
Hi, I've never done PR (public relations) before and was looking to put together a strategy plan. I was wondering what are the topics that need to be in there. Would it be similiar to a media plan without the media details? Please help! Thanks! HV

The Media Guru Answers(Friday, January 31, 2003 ):
The Guru deals with Media planning/Media buying/Media research/Media department managment questions.,

But, briefly, no.


Wednesday, January 29, 2003 #5777
Where can I find information on the current media strategy for Buzz Airline? Also, what are Buzz's media objectives?

The Media Guru Answers(Saturday, February 01, 2003 ):
It takes considerable data gathering and analysis to determine the media strategy being used by an advertiser. For starters, one must be certain all advertising and geography is accounted for, which by itself is nearly impossible through published sources. Then there is the analytical work, which the Guru is simply not going to do every time someone asks about another one of the millions of possible advertisers worldwide.


Wednesday, January 29, 2003 #5776
how to analyse a media strategy

The Media Guru Answers(Saturday, February 01, 2003 ):
It takes considerable data gathering and analysis to determine the media strategy being used by an advertiser, if that is what you mean. For starters, one must be certain all advertising and geography is accounted for, which by itself is nearly impossible through published sources.

Once you have complete details of all advertising run, you determine who is in the audience of this advertising to learn who the advertser wants to reach. It can be quite difficult. You won't at first know whether vehicles are chosen for age/gender appeal, income skew or efficiency of box-car numbers. Complete correlations are necessary. Then the relative spending and scheduling must be considered, as well as geographic allocation and competitive picture.


Tuesday, January 28, 2003 #5767
What ismBlockbuster current media strategy?

The Media Guru Answers(Saturday, February 01, 2003 ):
It takes considerable data gathering and analysis to determine the media strategy being used by an advertiser. For starters, one must be certain all advertising and geography is accounted for, which by itself is nearly impossible through published sources. Then there is the analytical work, which the Guru is simply not going to do every time someone asks about another one of the millions of possible advertisers worldwide.


Friday, January 24, 2003 #5760
in your opinion (as a guru) - what brand(s) is currently using media in a smart, fresh way - standing out from the pack?

The Media Guru Answers(Sunday, January 26, 2003 ):
The Guru is exposed to ad campaigns as is any consumer. That doesn't mean any of us know how a brand is using media strategically. Until there is trade coverage of a campaign's media strategy or an extensive competitive review is compiled, brands' media strategies are anybody's guess.


Thursday, January 23, 2003 #5756
Dear Guru, I am urgently in need of some past advertising information for skoda. Could you please tell me where they have advertised in previous years and how their strategy has affected the recent turnaround of the brand's image and consumer perception. Many thanks in advance. Steve

The Media Guru Answers(Sunday, January 26, 2003 ):
See CMR (Competitive Media Reports)


Thursday, January 23, 2003 #5751
Im doing a media planning assignment and require media theories in order to critique my client's current media strategy. Which are the most important theories related to this area of media planning?

The Media Guru Answers(Sunday, January 26, 2003 ):
Click here to see past Guru responses about media theories.


Wednesday, January 22, 2003 #5748
i am currently carrying out a project where we have to choose a particular industry where we disagree with their current media strategy. the industry i have chosen has very limited advertising and i was wondering if there are any relevant media theories that agree or disagree with this strategy?

The Media Guru Answers(Sunday, January 26, 2003 ):
It is not likley that there is a theory calling for limited advertising, per se, as an on-going practice. Theories about ROI or not spending more than can produce appropriate revenue might apply. Limited advertising is more likley to be a matter of marketing decisions made before media strategies come inot play.


Friday, January 17, 2003 #5740
Media strategy for kids

The Media Guru Answers(Saturday, January 18, 2003 ):
One needs to consider a lot more input than just the target to develop a media strategy. See the Guru's Parts of a Media Plan.


Monday, January 06, 2003 #5723
I would like to research available media for my marketing strategy. Info on TV/Radio GRPs or newspaper/magazine print spend is readily available, but I am having trouble finding info on "newer" media outlets such as menu inserts, POP collateral (ei. postcards, take-ones, mini ads), unique destination signage, etc. Where can I look to collect info on selection (what is out there and available), cost, vendor/supplier, how to get it/who to get it from, etc. for less conventional media? Ideas and suggestions much appreciated!

The Media Guru Answers(Sunday, January 12, 2003 ):
What makes these "newer" media new is that they haven't yet developend syndicated research or measurement standards. Typically,as the begin to form associations, they begin to compile research. POPAI is one such for POP materials.


Sunday, December 22, 2002 #5700
To broaden the customer base by inducing new customers what should be the media strategy? Should one look at having more reach or the frequency should also be considered?

The Media Guru Answers(Sunday, December 22, 2002 ):
One way to look at it is: think about whether the customers you don't yet have are unaware of your product/service or aware but unpersuaded. Then you can decide whether to speak to new prospects (reach) or try for more persuasion (frequency).


Tuesday, December 10, 2002 #5670
What is MTV's past and present media strategy? What advertising have they done since they were launched in 1981?

The Media Guru Answers(Sunday, December 15, 2002 ):
See CMR (Competitive Media Reports)


Tuesday, December 03, 2002 #5653
What is the thinking behind the "retail strategy" airing TV only Wed-Saturday, other than shopping peaks on the weekend. Is there any media rationale to support it and can it apply to cable as well? Appreciate your thoughts..

The Media Guru Answers(Friday, December 06, 2002 ):
This is the frequency theory as opposed to the recency theory. Some feel that there is added effectiveness in wall-to-wall presence, and for products moslty sold in the weekend shopping periods, it makes sense to concentrate on these days, if any. It's about consumer patterns not media, so it applies (or doesn't) equally to TV newspaper, radio or cable.

An interesting corollary phenomenon is that some media will offer discounts for Sunday-Tuesday schedules.


Thursday, October 10, 2002 #5554
Dear Guru, what kind of media analysis should be done in order to be developed a good media strategy?

The Media Guru Answers(Sunday, October 13, 2002 ):
See the Guru's Parts of a Media Plan, strategy section for the points that should be covered in the media analysis.


Saturday, August 24, 2002 #5483
I'd like to propose a movie sponsorship/tie-up for my client can you give me some strategy points so i can convince them. (E.g. Sponsoring Matrix II)

The Media Guru Answers(Saturday, August 24, 2002 ):
The strategy would have to be based on the goals of the client. You have given the Guru nothing to go on. If there is a surfing movie and your client sells surfboards, bathing suits or hotel rooms in Hawaii, there is an obvious link. Find yours.


Thursday, August 08, 2002 #5458
Dear Guru, I am the marketing director for an 80 unit restaurant chain with locations in 9 DMA's (2 being top 20.) For us to advertise promotions at point levels that increase sales and are within our budget, we have been forced to use a tiering strategy in our media purchases. By this I mean that we determine what type, weight and number of weeks of media each market will receive based on dividing the cost by market by the number of locations. Are there any other formulas or tools we should use to help us with this proces??

The Media Guru Answers(Saturday, August 10, 2002 ):
Your current method assumes that every restaurant is equal in generating sales or profits. You could allocate according to market sales. Or you could account for efficiency: If market A has half the population of market B and each has 10 restaurants, but the cpp is double in B, do you adjust for this, i.e. spend where the dollars give more action?


Saturday, June 29, 2002 #5384
I am working on a recruitment media plan, targeting ER physicians. Would you agree that the general media strategy should be to have increased frequency, in lieu of increased reach. For example, run FP4C ad in every issue of a trade pub instead of running every third month in three pubs. Thanks.

The Media Guru Answers(Sunday, June 30, 2002 ):
There is nothing in your question's set up which would lead the Guru to make a recommendation one way or another.

However, the Guru would imagine that there are times when a prospect will be interested in your ad and other times when the physician would not. Under theses circumsatances, reach would seem more productive than frequency.


Tuesday, March 12, 2002 #5145
Hi Guru, I am doing research on the correlation of Ad Response by DMA (as derived from marketing mix models) to traditional sales measures (BDI/CDI/Growth Trends) and have some interesting findings. My question relates to spot buying tactics and if the list below is exhaustive: 1) Opportunistic--Strong CDI Weak BDI 2) Share Defense--Basically opposite of above 3) Spend to Business--more of an allocation strategy as opposed to a market selection 4) Impression weighting--Like number 3 but takes into account viewership Am I leaving anything off (especially sales based metrics) or not characterizing it correctly. Thanks

The Media Guru Answers(Sunday, March 17, 2002 ):
All of your tactics are presumably based on total market delivery, that is accounting for national media weight and bringing the market in line with a goal based on one of your ways of setting market levels.

Other possibilities include looking at spot on its own and at the other extreme, taking into account a complete media mix. One tactic more in line with your probable intent of allocation or level setting strategies might be Share of voice or other tactics based on competitive activity.


Thursday, March 07, 2002 #5140
what are the: (1)planning and strategy (2)objectives media (3)printed media (4)kinds of print advertising of advertising media???

The Media Guru Answers(Monday, March 11, 2002 ):
The Guru interprets your question to be about the campaigns used by the ad media for self promotion. Your best path is to search for this information in the trade media, such as Ad Age.


Wednesday, March 06, 2002 #5138
where can i find information about the influence of lifestyle data in media planning and strategy

The Media Guru Answers(Monday, March 11, 2002 ):
Some of the most commonly used systems are MRI, Simmons, The Mendelsohn Media Research Affluent Study, Scarborough and The Media Audit. Visiting their sites and reviewing their marketing materials will provide insights into how such data applies to planning.


Friday, November 16, 2001 #4896
I need to break down a media plan for a client by percentage of work. Are there any industry standards for this? What percent of 100% (all the time spent on a media plan) would you estimate is spent in planning/research; negotiating/placement and follow up (traffic, value added cordination, reconciliation, invoice approval)? Thank you!

The Media Guru Answers(Sunday, November 18, 2001 ):
The balance can change due to many factors. If a brand has established strategies and tradtional media outlets, planning will take less time and negotiation, especially if there are new potential suppliers or a changing marketplace will take more.

Buying and stewardship with a limited set of national magazines is very simple, in local broadcast media across numerous markets very labor intensive.

A plan for a new brand or new target are very different advertisng strategy will call for more extensive research.

Averages are likely to be meaningless here unless referenced to a specific experiential framework.


Sunday, October 28, 2001 #4839
I'm the author of a new book on investing called "If It's Raining in Brazil, Buy Starbucks" Please suggest an advertising strategy to reach active traders and investors on the net

The Media Guru Answers(Sunday, October 28, 2001 ):
The Guru would advertsise on stock price or stock trading sites, like Morningstar or Nasdaq.


Wednesday, October 24, 2001 #4827
I have a few questions regarding advertising to children between the ages of 9 and 12. I am a Xavier University student working on a project for my Media Planning class and would really appreciate it if you could answer any of the following questions or if not, please direct me to someone who can. 1) What options are available for advertising to children between the ages of 9 and 12? I'm looking for creative ideas as well as anything that may be considered standard. 2) How do these options work and who do they reach? Are there any internet sites that may be helpful in locating this information? 3) What are the strengths and weaknesses of these options? Are any better than others at reaching this specific target? What would you recommend as far as frequency is concerned? 4) Hold are these options sold? Monthly, weekly, daily, etc.? On a spot by spot basis? Where could I get quotes for these to include in my presentation? 5) How much do they cost? 6) How are these mediums measured? Who provides measurement? For example, Arbitron measures radio in average quarter hour ratings. Do you know where I can go to find statistics on these? How many people are reached over what time span etc.? 7) Lastly, who should use these mediums? Is it better for one industry/company than another? Why? If it is easier to respond to me directly to my e-mail account please do. I would really appreciate this. leakey22@hotmail.com Thank you VERY much.

The Media Guru Answers(Thursday, October 25, 2001 ):
The Guru thanks you for the opportunity to do your class project.
  1. There are numerous TV shows on the broadcast networks, as well as Nickelodeon and other cable networks. There are publications from Scholastic Magazines and Radio Disney and many more
  2. These work pretty much as do comparable media for other ages. Visit the sites.
  3. Strengths and weaknesses generally parallel the same media for all ages. See the Guru's media strengths page. Broadcast tv will have the greatest reach, others may be more targeted or efficient. The Guru imagines frequency will be more important for this age group.
  4. Timing and pricing varies, visit the sites. Request kits. You may have to talk to vendors for realistic pricing. You will encounter varying willingness to help a student.
  5. See #4
  6. Nielsen measures the tv options. Print and radio are not measured by the standard sources such as MRI and Arbitron, except on rare occasion. The vendors will have some proprietary studies, possibly online.
  7. Who should use them depends on the marketing strategy. No doubt figuring this out is the point of your learning.


Wednesday, October 10, 2001 #4774
I'm a graduate student in integrated marketing communication. One of my professors asked me to write a white paper on business publications -- their history of development, pros and cons in using business publications in advertising, and what's the strategy in buying business publications. Can you tell me how to find materials in this field? Thanks so much in advance for your help. Suzie

The Media Guru Answers(Monday, October 15, 2001 ):
A good resource is Cahners Business Information


Monday, October 01, 2001 #4744
My boss and I are at odds regarding strategy and print selection. ( I am an AMD, she is a group director) It is making work very difficult. We come from very very different backgrounds and schools of thought. I firmly believe in my strategy (and have research to support it) and think it is the best thing for the brand. I believe in using optimizers and advanced technology to support the recommendation. She likes to go by gut. However, this isn't limited to just an isolated incident regarding print strategy. She is constantly undermining me to the junior level people in the group, and at this point they do not want to do the work I give them unless she agrees first. Can you give me some guidance? Thanks.

The Media Guru Answers(Tuesday, October 02, 2001 ):
A seasoned media executive is distinguished by the ability to make decisions based on 'gut feeling' when there is no useful research or factual basis for the decision.

However, going against existing valid research when one has no factual basis is simply unprofessional. The Guru has encountered this attitude from people who don't understand research, or have grown up in specilaized arenas with no research availble and are covering their weaknesses. If this person is undercutting you with your staff because of this shortcoming, you have an untenable position.


Thursday, August 30, 2001 #4686
I am responsible for advertising strategy planning for an online advertiser. We are in a very competitive market and it would be useful to be able to keep an eye on competitors' ads. Is there are any way to find out what *new* ads have been published on the web each day/week/other period (either by industry segment or just all ads)? Thanks

The Media Guru Answers(Tuesday, September 04, 2001 ):
There are too many web sites to truly track thoroughly. But try AdZone Interactive


Monday, July 30, 2001 #4617
1.)How well developed is Ambient Media in the USA markets and how is it used? 2.)How does it tend to fit in with the overall media strategy? 3.)Is there any research to suggest whether it is effective or not?

The Media Guru Answers(Monday, July 30, 2001 ):
Ambient media is called "out-of-home" media in the US. It is available everywhere in multiple forms, and particularly strong with restricted categories of advertising such as alcohol. There are hundreds of vendors.

Visit Outdoor Advertising Association of America and Click here to see past Guru responses about out-of-home.


Sunday, July 08, 2001 #4560
Dearest Guru, i'm trying to build a media plan (include its strategy for a market leader product). what do you think about put 'product purchasing cycle' is one consideration on making tv strategy? (the product has weekly-biweekly purchasing cycle). currently, the brand is using the SOV strategy (for about the last three years), but there are no significant effect on the competitor's market share. so i start to think about - i called - reach strategy. the basic idea of reach strategy is reaching as much audience in a single week. and then i arrive to R&F weekly : 3+(70%) for maintenance activity, and 4+(80%) for launching or relaunching activity. but i have a little confidence on my strategy. what do you think ?

The Media Guru Answers(Sunday, July 08, 2001 ):
Purchase cycle should be a consideration. Obvously a brand with weekly purchase calls for different support than one with quarterly purchase, or strong seasonality.


Friday, June 29, 2001 #4536
HOW TO JUDGE A GOOD MEDIA PLANNING

The Media Guru Answers(Friday, June 29, 2001 ):
Please begin by reviewing the Guru's Parts of a Media Plan.

A good media plan

  1. Sets Media Objectives to answer the marketing or advertising strategies that have been given as input
  2. Logically connects Objectives to Strategies to tactics and execution (media selections).

This means that any marketing/advertising objectives mentioned in the backgroun for the plan must be addressed by media objectives and/or strategies in the plan. Some plans go wrong by reviewing too much marketing background that isn't relative to the media decisions.

Every stated media objective must be answered by strategies aimed at meeting that objective. By the same token, every stated strategy must related to soem stated objective. For example if a strategy is to concentrate advertising in the southwest, there should be an objective to build sales in weak areas or support sales in strong areas or some such. This strategy should also be suported by sales data for regions, or whatever is relevant to the point.

Similarly, media selections should be supported by their relationship to strategies. For instance, media should not be included to "reach working women" unless some objective or strategy calls for this emphasis and shows why this is a segment meriting special support.

Reach or efficiency of media or combinations should be demonstrated, if asserted, but neither should be a decison factor unless a strategy calls for it.


Thursday, June 28, 2001 #4531
I am working in a local media agency from Romania so there is no network behind us. So is very hard to keep up with the competition, especially the international ones. Therefore I am interested in some training about media strategy and negotiations. Can you tell me where can I find something like this? I would prefer Europe as location. Thank you in advance!

The Media Guru Answers(Thursday, June 28, 2001 ):
Contact ESOMAR, the European Survey, Opinion and Market Research Organization


Wednesday, June 20, 2001 #4501
Which are the basic elements for media strategy and especially for media objectives?

The Media Guru Answers(Wednesday, June 20, 2001 ):
See the Guru's Parts of a Media Plan


Monday, June 11, 2001 #4468
My partner and I were asked by our clients to prepare a "communication strategy" for a government-sponsored responsible gambling strategy. We have already designed a brochure, a logo and we're currently working on their website. We've been looking for examples of a "communication strategy" but have come up empty handed. Our clients are not trying to sell something tangible but instead are trying to promote an idea - gamble responsibly. Any ideas where we can get a template or an actual communication strategy? We've looked through the archives and noted that you often refer to strategies only as a way to sell a product. Should we consider the idea of "gamble responsibly" as a product? Thanks for your help.

The Media Guru Answers(Monday, June 11, 2001 ):
The Guru uses the word "product" in such discussions as a generic term including prosucts, services, image campaigns, etc

"Communications strategy" is a term that can have various meanings in different contexts. In the context of a media plan, it is covers the definition of the target, media envoronments and levels of communication (reach, frequency, etc). See the Guru's Parts of a Media Plan

"Communications strategy" can have broader meanings in the context of an overall advertsing plan or marketing plan.


Thursday, May 03, 2001 #4359
I am buying some media for a nutrition center in my area. He is doing this for just his three stores. There are 13 in the market. He has had a lot of success with my strategy so far, but I would like to look into what his company does on a national level. I know they do some tv nationally, but how do I find out more about what they do without going thru the client?

The Media Guru Answers(Saturday, May 05, 2001 ):
See CMR (Competitive Media Reports)


Thursday, April 12, 2001 #4324
Dear Guru, we are working on a sort of educational document for an important client. What we have in mind is: what should the ideal media briefing look like, som basic media terms (GRP, OTS, coverage,...), what is the difference between strategic and tactical planning, media-memorisation, ... I was wondering if you have some examples of such documents that could give us an idea of such a presentation. Thanks for your help.

The Media Guru Answers(Thursday, April 12, 2001 ):
To determine the right media briefing, you must know your audience:
  • What do they already know?
  • What do they want to know?
  • What do they need to know for future interactions?

From the syntax of your query, you seem to use British media terms (like OTS, rarely heard in the U.S.), but your email address is in Belgium. Therefore the Guru is hesitant to try to list the media terms most relevant for your needs. As a broad guide, see the Guru's Parts of a Media Plan and the Guru's Media Terms, keeping in mind that these are often U.S. - specific.

You may click here to see past Guru discussion of strategy versus tactics but briefly, tactics are specific courses of action taken to implement strategies. For example using TV is a tactic to achieve a strategy of attaining high reach towards and awareness-building objective.


Wednesday, March 07, 2001 #4243
Media guru, hopefully you can help me. I am trying to obtain definitions for the following. These phrases get thrown around so often here, but I am not completely sure what they mean; 1) Media strategy? 2) Communications strategy - how does it differ from media strategy? 3) Brand communications as opposed to advertising? Appreciate the help.

The Media Guru Answers(Tuesday, March 13, 2001 ):
You are right that these phrases get thrown around loosely. Part of the problem is that they have common English meanings and another is that, like many advertising terms, they have different meanings in various English speaking countries.

Looking "from the top down" may help understanding. First of all, generally "strategies" are courses of action designed to meet objectives.

  • Marketing objectives are big overall goals like increasing sales 10% per year.
  • A marketing strategy aimed at meeting this objective this objective might be to use consumer advertising.
  • An advertising objective within this marketing strategy could be to increase trial of the brand.
  • An advertising strategy within this could be a budget for consumer media.
  • A media objective under this strategy could call for building awareness among a new target segment.
  • Media strategies to achieve this objective might include a communications strategy of achieving X% reach in each four week period at a minium of Y average frequency

Brand communications is a broad concept including all messages delivered to consumers and trade via advertising, promotion, public relations, etc.


Monday, January 29, 2001 #4134
Hello Guru! Do you know if there are companies who provide and specialise in strategy-only services to clients? If yes,could you name them and tell me what's your point of view on this. Thanks!

The Media Guru Answers(Tuesday, January 30, 2001 ):
Yes there are. Abbott Wool Media/ Marketing, LLC, here at AMIC, is one. Others are likely to be listed on our Media / Consulting Services' page, but most of the ones listed there are buying or creative services.

A strategy / planning consultant can be an ideal solution to fill a gap in your current capabilities without disturbing other relationships or organizational structure. Such a consultant can also help you to find specialists in other areas, as needed.


Monday, January 29, 2001 #4133
I have been a media buyer for almost three years now. I am just starting to plan media. Can you tell me what are efficient GRP levels for tv and radio buying? I am in the entertainment industry and our audience is A25-54 and 55+. Thanks.

The Media Guru Answers(Tuesday, January 30, 2001 ):
Effective levels depend on what you are trying to accomplish:
maintenance of regular purchases, building awarenss of a new product or driving immediate attendance to a short term event.

The plan is all about working through these goals, and making decisions about levels within available budget and communications strategy.


Friday, January 26, 2001 #4126
Have you heard of the term a "Media Metrix" online buy that basically defines a driving traffic/unique user strategy so that the site rises in the ranks of its Media Metrix number? Please advise. Thanks!

The Media Guru Answers(Friday, January 26, 2001 ):
There's nothing unique about a site's advertising being aimed at attracting traffic. If the site wants more unique visitors it would presumably buy for the greatest reach dispersion instead of merely big boxcar impressions. The Guru has not heard the specific term "Media Metrix buy."


Wednesday, January 17, 2001 #4104
Dear Guru- I am trying to sell in the value of an online media presence form a 360 degree branding perspective. THe client is jaded becasue of poor click throughs. We want to present that we are so integrated with the other offline agencies (events mktg, tradiditonal media) that they cant refuse to fund our programs. What do you think is the best way to approach this slide? What can I talk about? So far I have Joint proposals,Cross over creative Power in rate negotiation. Thanks!

The Media Guru Answers(Sunday, January 21, 2001 ):
Overall the Guru does not believe in concepte like "360 degree branding," "Surround strategy," nor McMann and Tate's "saturation campaign."

Putting advertising everywhere simply because the opportunity exists, indicates to the Guru a lack of strategy.

The Guru does not see a marketing advantage in joint proposals, nor that there is particular cross over in rate negotiations for events or traditional media.

Perhaps a better approach would be to focus on something other than click thrus, such as branding and consumer relationships.


Tuesday, December 19, 2000 #4050
Dear Guru, I am a media planner interested in eCRM. Can you suggest where I can get some dope on this subject?

The Media Guru Answers(Tuesday, December 19, 2000 ):
Microstrategy is a good starting point.


Monday, December 04, 2000 #4013
Dear Media Guru, I've read all articles about recency planning written by E.Ephrone and i still have a question - can You say for what product categories or marketing goals(like product launch)it is better to use recency or effective frequency planning strategy?

The Media Guru Answers(Wednesday, December 06, 2000 ):
Recency is based on the idea that the advertising exposure closest to the time of purchase is most effective. Therefore, when products are purchased continuously across time, continuous advertising gives the best chance of exposure to a consumer clost to the time of a purchase.

At times when other issues than maximizing sales over time are dominant, scuh as short term promotions or building awareness of a new product, other scheduling is more appropriate


Saturday, November 25, 2000 #3987
Dear Guru, Iam new in this sector... Can you give me ideas for building brand loyalty & Trust for a Payphone Card? The Target is:Primary - School Kids/Teenagers/Young adults (to keep in touch with home & speak with friends Secondary - Expatriates / Tourists (for international calls) i am trying to set a new strategy for this client Can you help please.

The Media Guru Answers(Saturday, November 25, 2000 ):
You need to determine the decision makers. "School kids" are not likely to be buying their own phonecards. The Kids target is not likely to use the same media as expatriates or tourists. The Guru imagines you need to totally separate, unrelated plans. Probably using foreign or foreign language media for the expat/tourist target.


Friday, October 27, 2000 #3922
Can you clarify the difference between a pulsing strategy and a burst stratgey? And are either one contradictory to or in support of the recency theory?

The Media Guru Answers(Monday, October 30, 2000 ):
As the Guru sees it, "pulsing" refers to alternating, short and equal flights of advertising and periods of hitaus. Burst refers to sporadic higher levels, with no particular flight vs hiatus rhtym, nor equality of levels.

Pulsing is clearly contrary to recency. Bursts, if they are sporadic higher levels within lower level, continuous activity are not totally at odds with recency.


Monday, October 16, 2000 #3890
In the recommendation of a continuation of a national brand strategy do I allocate more budget toward broadcast or print? Or should I just drop one completely? Why?

The Media Guru Answers(Tuesday, October 17, 2000 ):
Not enough information. What has been primary so far? What relationships have been established with / through the media? What is the national strategy?


Friday, September 15, 2000 #3799
Hi Guru - Hope you are well. I am taking on a side project and would love to get your input on how to go about it. A prosthetic parts manufacturing company is looking to increase sales. They primarily sell direct to doctors who then sell to patients and the bills are paid by insurance. The market is very small, and to date they have gotten their awareness from trade shows and trade journals. Do you have any ideas on how to develop a marketing strategy for a product like this? WOuld looking a prescription drug advertising help give me some direction? Do you think there is an opportunity to reach customers after surgery in hospitals? Any input you have would be helpful. Do you know of any research shources for this type of thing? Market size, etc.

The Media Guru Answers(Monday, September 18, 2000 ):
Why not create a "gift pack" for post surgical patients, like those typically given to post natal patients? It could include care instructions, dressing changes, antibiotic cream samples, etc.

Contact the maternity gift pack distibutors.


Sunday, August 06, 2000 #3678
hi guru, what could be a sound web strategy for a consumer durable product?

The Media Guru Answers(Tuesday, August 08, 2000 ):
This is much too broad a question to answer sensibly. You need to evaluate what works with brand marketing strategy and other media objectives.


Monday, April 17, 2000 #3402
Dear Media Guru: Where can I find the Media Spending/Rating Levels by Daypart(TV) and Magzines(Print) for the BP Amoco Account over the past two years. (This is for United States only.) Is there any site that would show their recent commercials as well? I am researching a media position for this account and would like to understand their overall Marketing and Media strategy to see if it would be a productive match.

The Media Guru Answers(Monday, April 17, 2000 ):
The data you want is available through CMR (Competitive Media Reports) and Nielsen.

Some may be online. All will have a cost of access.


Thursday, March 30, 2000 #3360
Please explain the use of BDI/ CDI and MOI in relation to the media strategy, whether media activity should be aggresive, maintenance etc.

The Media Guru Answers(Friday, March 31, 2000 ):
Indices like these, (though "MOI" is not familiar, possibly Market Opportunity Index?) are used to compare geographic markets media weight/spending levels. Typically, one, geographically flexible, element of the media plan, such as spot TV is adjusted up or down in DMAs or regions, to give each area the appropriate activity based on relative sales, or sales potential index. It's not exactly a question of "aggressive" versus "maintenance."

Click here to see past Guru comment on BDI and CDI


Thursday, March 02, 2000 #3277
Hi, I am interested in determining an effective strategy to target broadband Internet users (i.e. cable modem or DSL). I am planning the launch of a new service and would like to understand how to market this directly to this specific segment of the market. It would be great if I could get an "in-principle" feel for the associated costs. Mitch Webster

The Media Guru Answers(Saturday, March 04, 2000 ):
The Guru, a broadband subscriber himself, can't think of many ways to target this segment. While they may be better able to enjoy streaming media, it is hardly a format which is mostly theirs.

There are not many companies behind broadband as yet. Perhaps Covad or NorthPoint, who provide most DSL services and @Home or Optonline, the leading cable modem services, would sell or rent their address lists.

Otherwise, placing bill inserts with @Home, Optonline and the DSL ISPs is possibly the only channel broadly targeting broadband subscribers.


Saturday, February 26, 2000 #3251
What are sources of media strategy info on the two wheeler categoey in the countries like South Africa, Indonesia, Phillipines, Thailand, Hong Kong? Besides media strategy info, i also want to know the current market informations. Main focus is on Motorcycles.

The Media Guru Answers(Tuesday, February 29, 2000 ):
Case studies of media strategies which appear in publications like the Journal of Advertising Research are rarely current nor even very recent.

First, it takes time to evaluate the results, and

Second, advertisers do not care to publicize current strategies.

An informative exercise, and one which may be neccessary in this case, is to assmeble all available data about the media schedules purchased and analyze them to determine the strategy.


Monday, December 20, 1999 #3064
I need to hire an online marketing agency is there a standard rfp format?

The Media Guru Answers(Tuesday, December 21, 1999 ):
The Guru believes that "standard RFP formats" should be avoided at all costs.

You will find yourself asking questions you don't really need or care about the answers.

You will annoy your candidates who wonder why you are asking about "X" when it has nothing to do with the services you wish to contract.

You will discourage some from bothering to respond, quite likely the ones who are busy and successful and don't want a client who wastes their time.

So what should you ask?

  • Who will staff your project
  • What is the experience of these people?
  • What are some examples of their work?
    Since this would be online, get URLs and examine the work.
  • What are some case studies of challenges like yours,
    what was the candidate's strategy to answer the challenge?
    What was the success measure?
  • Avoid asking about client lists in general and billings, unless you have a basis to use the information in choosing a vendor.


Wednesday, November 03, 1999 #2931
I have a client that is a local car dealer and wanted to ask you about branding. What, if any in particular, media are most appropriate for branding purposes? I believe in the recency strategy for media placement and wonder how this philosophy would relate to branding as well?

The Media Guru Answers(Wednesday, November 03, 1999 ):
The Guru believes that
  • Branding (long term identity / positioning) is one side of the coin and promotion (immediate, short-term response) is the other
  • Branding would be unusual for a car dealer, but not unheard-of.
  • any medium can carry a branding message, just as any medium can carry a promotional message.
  • Probably radio and newspaper are more common for retail promotion, TV and magazine more common for branding.

Recency is specifically oriented to short term response; delivering "the message closest to the purchase decision." Continuity will also support branding, but can be looked at over a longer span.


Friday, September 24, 1999 #2824
Dear Guru,I'm trying to set up a marketing strategy fosused on the hispanic market of Chicago and L.A. I got great national audience data for radio in "Arbitron" but "Nielsen" does not publishes any information about TV on the net (I'm in Mexico and mail can take 2 months), can you you give me an idea where can I get similar information related to TV, Nespapers and outdor advertising. As you can imagine I'm tryito identify what kind of programs and articles are popular among hispanics, the highest audience time for hispanics etc. Thanks in advance, you already have been a great help.

The Media Guru Answers(Saturday, September 25, 1999 ):
The Guru is unclear about how you will use national radio ratings to plan Los Angeles and Chicago advertising.

For your purposes, Arbitron and Nielsen would seem to have equal information on their web sites.

Nevertheless, you need market-specifis HIspanic information, so you should begin by contacting the largest spot market reps for Hispanic TV and Radio. These are Univision and Telemundo TV and Katz Hispanic Media and Caballero for radio. The local Spanish language stations have their own sites as well, but tend to be aimed at listeners more than advertisers.


Wednesday, September 22, 1999 #2813
I'm stting a marketing strategy to sell houses located in Mexico to Americans (mostly mexican Americans and foreign born) I know where they are, what kind of media de you reccomend to be cost effective? Thanks in advance

The Media Guru Answers(Thursday, September 23, 1999 ):
For the best cost effectiveness, the Guru would begin with Spanish languiage radio in the U.S. / Mexico border markets.


Thursday, August 19, 1999 #2729
Dear Guru, 1- Please let me know SQARE model that SQAD use to calculate CPP for TV and Radio. Please let me know the detail or any link I can find more information or books... 2- Do you know any model for reach vs GRPs? Our client ask us to show the data like that. The problem that we try to find the suitable daypart mix, station mix, medium mix that is good for our advertising strategy but we don't have any optimiser programs. We have only ratings data like Telescope and Prinscope of ACNielsen. Do you know any example to solve this kind of problem? 3- Our client also want to have a model to set advertising budget to get for example 80+ reach but we can not know until it happen. How to solve this issue? warmest regards, Thai Vang

The Media Guru Answers(Thursday, August 19, 1999 ):
A general explanation of SQAD's model is available from SQAD. They will give you the same information they would give the Guru. But the essence is manipulating actual buying data in real situations, provided confidentially by actual media buyers.

GRP's and reach do not have any standard realtionship, except within given media and population parameters. You are writing from Viet Nam, where Televison audience cume patterns are likely to be quite different than in the U.S. Even within the U.S., Hispanic TV reach curves are very, very differerent than the General Market TV reach curves.

The way to build a model, to oversimplify, is to collect a great number of actual reaches of real schedules, and then plot their frequency against reach in a regresssion analysis, which gives you the formula for the "curve." Frequency is plotted, rather than reach, because frequency is a straight line while reach is a curve. The curve formula then allows you to create a model with a reach solution for any GRP input. The more variables you use to build different curves, the more sophisticated your model can be.


Tuesday, August 10, 1999 #2704
I am a media planner for an advertising agency. I am working on a media plan for the 1999-2000 winter season (November till April). The product is a well-established brand chocolate snack bar. The plan consists mainly of TV advertising. I am thinking of applying the Recency strategy throughout the whole season. My question to you - how much of the weekly schedule should be in Prime Time? What is the minimum required and what are the reasons? Can you refer me to any literature on this subject? Thank you.

The Media Guru Answers(Wednesday, August 11, 1999 ):
Recency is about delivering reach with as much continuity as possible, so that your message is always reaching the most people as close to a purchase decison as possible.

Recency does not specify a daypart mix. Of course, in working on a recency based plan, you will explore various mixes to establish which works best to deliver continuous reach for you budget/ Thus the cost of building reach with prime is a key factor.


Thursday, July 29, 1999 #2670
I am planning on an account that is promoting India as a destination in the US, UK and Germany. While the primary target audience are the people who would like to live within the comfort of 5 star/4 star luxury hotels while touring India, the secondary target group would be the travel and tour operators in those countries. I would appreciate any online and updated info regarding media (magazines, newspapers, TV channels)which can help me select the media vehicles for these markets. Any other info or suggestions that could help media strategy and planning would be a big help.

The Media Guru Answers(Saturday, July 31, 1999 ):
Audience measurements by services like Simmons , MRI and The Mendelsohn Media Research Affluent Study have their parallels in UK and Germany. These data are sold for profit, but you can typically find magazines who have purchaed the data and are willing to do analyses comparing theselves to their competitors. Standard Rate and Data Service (SRDS) in the US, and International Media Guide in Europe list magazines by category.


Monday, July 12, 1999 #2624
I own and run a small podiatrist clinic. I have a modest advertising budget of $3000-5000 a quarter. I have placed ads in free local newspapers, but my best returns are from referrals and from my ad in Yellow Pages. May be I am doing something wrong. What strategy would you suggest to increase the effectiveness of my advertising?

The Media Guru Answers(Monday, July 12, 1999 ):
Keeping in mind that the Guru gives media advice, the first thing that occurs to the Guru is that location is likely the first consideration of anyone choosing a podiatrist from an ad. So keep your ad placements nearby. Many areas have more than one "Yellow Pages," a neighborhood one and a city or county one. At each geographic level ther may be one from the regional Bell operating company, another from a national publisher like Yellow Book and in some areas Hispanic Yellow pages, women's yellow pages, etc. Cover all the bases.

Free papers are often considered less effective in certain advertising categories, and medicine may be one. Try an ad in the daily paid paper.


Thursday, July 08, 1999 #2615
If a client gives me an advertising budget of $500,000, what percentage should be allocated to the following: research, strategy, design, and media placement? Thank you.

The Media Guru Answers(Thursday, July 08, 1999 ):
Keep in mind that the media amount is the money that works to communicate your message.

Research: Do you need research? Do you have issues that must be explored? Allocating research funds without having specific research issues is wasteful. If you have research issues, they will tell you how to budget? Do you need to ask a couple af basic quantitiative questions in a national telephone omnibus for under $5000, or do you need to do a dozen focus groups for $50,000?

strategy and creative development also varies. At $500,000 you probably aren't doing television. Radio can be very inexpensive to produce, as can newspaper. Full color magazine can be more.

If you think that all this amounts to a lot of words which really amount to "It depends," you're correct.


Wednesday, May 12, 1999 #2507
For several years, I have bought my client's spring and fall campaigns on an alternating schedule i.e., one week on and one week off @ 200 TRPs per week. Historically, we take a four month hiatus between campaigns. Recently, someone told the client that it would be more effective to buy three weeks consecutively at lower TRP levels. Either plan would be restrained by a stated budget amount. Do you have an opinion about each of these strategies or your ownpreference in television buying strategy when trying to stretch the time on-air?

The Media Guru Answers(Sunday, May 16, 1999 ):
You haven't stated how many weeks of 200 on and off you run.

But, assuming you take a one-week-on / one-week-off schedule of 200 and change it to 100/week continuous, this will probably be more effective, particularly if your product is something people are buying continuously or regularly. Since reach can only go just so high, the average reach per week of 100 GRPs continuous will be higher than the average weekly reach of one week at 200 and one week at 0 GRP. So the continuous schedule has a better chance or reaching someone just as they are about to make a purchase decision.

This is the essence of the "recency theory."

Click here to see past Guru responses about recency


Tuesday, April 20, 1999 #2455
Dear Guru! We are to compare several advertising strategies as an independent expert. We are going to start with setting some criteria for comparison. For instance, such criteria could be: whether the strategy proposed fits the clients brief, whether it reaches the goals set by the client, whether efficiency evaluation is correct, whether information is presented in convenient form and so on. But at the same time we reckon that some weighting factors shold be applied to each criteria because their importance seems to be of different value. The question is: are there any standard criteria known and what are their weights? Probably, there is some literature on this subject. Many thanks, in advance.

The Media Guru Answers(Tuesday, April 20, 1999 ):
The Guru is wondering what expertise you are offering, in order to help you maintain this positioning.

The Guru has been known to say things like "media are not good or bad except in relation to how they answer the specific advertising goals."

The criteria suugest you are judging an academic excercise, in which case strategy meeting criteria of the brief and clarity of presentaton would be of greatest importance. If you are a real consultant helping an advertiser evaluate pitches, then accurate efficiency estimates rise in importance. In either case, considering whether the plan actually fits its own stated strategy is another consideration too often overlooked.

In any case, the Guru has not seen any standard weighting of the factors, and believes they should vary according to the specific situation.


Friday, March 12, 1999 #2386
What is your opinion of non-traditional media - namely disposable coffee cups. We recommended coffee cups to the client (it definately makes sense from an objectives standpoint), but one of the clients responded that he thought they were "cheesy." We disagree, and I am writing a recommendation to sell this idea. I greatly value your opinion. What do you think? Some big ticket advertisers have used this medium multiple times. Thanks Guru.

The Media Guru Answers(Friday, March 12, 1999 ):
It could make good sense for some advertisers who would find coffee cups a very supportive environment, e.g. coffee, milk, sugar, sugar substitute, donuts, pastry advertisers, etc.

It might also seem "cheesy" for some big ticket advertisers like Mercedes Benz, Cadillac, or the Waldorf Astoria.

The Guru does not believe every action taken by "big ticket" advertisers is a good model. A great deal of their spending is based on a strategy of not knowing how to get all the enormous ad budget spent. Non-traditional media is most effective when it finds a strong fit with product message or target. Consider which advertisers use skywriting, blimps and airplane-towed banners: it's usually the ones relating to outdoor/beach fun and entertainment like film, bber, soda, beach front bars and nearby, open air concerts.


Thursday, January 07, 1999 #2249
Dear Guru! Are there any references or research done which support a recommendation for 2+ reach when tv advertising strategy is focused on frequency? (I happened to find only such that support a 3+ reach recommendation). Thank you for your help.

The Media Guru Answers(Thursday, January 07, 1999 ):
In the Guru's opinion, 3+ became a popular base level because of classic research from 1883 by a physiologist examing learning of nonsense syllables. He found 3 repetitions to be the crucial level.

Many people have come to use 3+ as a rule of thumb and others using various analyses of competition, clutter, product interest, etc have judgementally justified levels from 2+ to 9+. It is essentially a judgment and selling excercise.


Monday, November 30, 1998 #2184
Where can I find video tape and or books regarding specific award winning advertising strategy campaigns?

The Media Guru Answers(Monday, November 30, 1998 ):
The leading strategy awards - as in meeting marketing goals - are the Effies


Thursday, October 22, 1998 #2107
WHAT IS CHANNEL BUNDLING? ON WHAT PRINCIPLES IS IT BASED & UNDER WHAT CIRCUMSTANCES IS IT FEASABLE TO TO FORMULATE THIS strategy?

The Media Guru Answers(Friday, October 23, 1998 ):
First, please do not send queries in all-upper-case.

Second, in regard to channel bundling, the Guru doesn't recognize this as a standard term. It may refer to buying/selling several cable networks under one ownership or representation.

Since cable ratings of individual channels are typically low, channel bundling can give a semblance of a bigger medium. As an nattempt at old-fashioned "roadblocking" it will fall short.


Monday, October 19, 1998 #2101
Dear Guru, What is the best internet sales book that would help me put together a strategy to create revenue within a niche site?

The Media Guru Answers(Monday, October 19, 1998 ):
Advertising on the Internet (How to Get Your Message Across on the World Wide Web)
and The Internet Advertising Report are two relevant titles we feature in the AMIC Bookstore, operated in association with Amazon.com.


Tuesday, September 15, 1998 #2044
Where can I get hispanic population data by market and county?

The Media Guru Answers(Tuesday, September 15, 1998 ):
The U.S Census site has this data, if you mean "metro" for market. County level data may be only for 1990, not updated. Updated projections at D.M.A. and counrty level are in books available from Nielsen or strategy Research


Saturday, September 12, 1998 #2040
hi guru the 16.5% commission, exactly what does this finance from an advertising agency point of view... thankyou

The Media Guru Answers(Saturday, September 12, 1998 ):
Because you are writing from South Africa, the Guru must acknowledge that the standards may be different than in the U.S., but here are his thoughts:
  • Traditionally, in the U.S., "standard" agency commission is 15% of the gross media cost or 17.65% of the Net
  • The only time when 16.5% applied, and this may no longe be true at all, was in outdoor, because there was considered to be some additional agency expense in "riding the boards" (evaluating the actual posted locations)
  • In any case, media commission (whatever the normal rate) typically finances media planning and buying, marketing and creative strategy development, in other words, all the service and advisory activities of an agency.
  • Some other agency work, such as costs of production, research and events management are charged for separately on a cost-plus basis, when there is a commission deal in place.

Today, however, the Guru believes there are few "straight commission" deals and many varied and original financial agreements between agency and advertiser exist.


Monday, August 24, 1998 #2011
We are in the process of planning for a major TV client where we have been applying the recency theory for the past year. Because of the size of the budget we have been limited to around 70TRPs weekly essentially for the entire year. In Year II our client has asked us to consider temporarily abondoning the recency theory and to move dollars (and TRPs) out of the more expensive buying months (April, May) to the relatively more more inexpensive months (January, Feb)and to increase our TRP levels accordingly. Do you have any input on which strategy should/could have more effect on brand performance assuming all other factors are equal (pricing, distribution etc.)?

The Media Guru Answers(Monday, August 24, 1998 ):
First we have to assume that the basis of recency theory is accepted.

Recency theory calls for reaching as many people as possible as close to the sale as possible. Thats's why continuity is emphasized for products with little seasonality and regular purchase cycles.

One of the essential elements of recency theory is that not all impressions or GRPs are equal, even in the same programming. You are focusing on cost per point. As you are probably aware, reach developed per GRP decreases with every added GRP in a schedule. There is therefore, a declining return on investment in reach at any point in time, which is why spreading out prospects reached produces the optimal return. The first 10 GRPs bought in a week generate more reach than the last 10 GRPs.

Hence, the added impressions bought when they are cheap produce less sales than the impressions lost from the more expensive times.

So now you have to evaluate what might be produced. Assuming you are lowering -- not eliminating --activity in higher priced periods how many more impressions, and how much more reach can you achieve in low priced times. If you cut back 10 reach points per week in July but buy 20 added reach points per week in March, perhaps the added reach can sell more than the lost reach, or perhaps not. The Guru would look for a 50% minimum trade up in added vs lost reach points to justify the change; i.e. if the plan goes down 10 reach points per week in one period, then it need to go up 15 reach points per week in the other.


Sunday, July 26, 1998 #1974
Dear Guru! I have cilent that wants to know the accumulated reach of a 5 months campaign. The campaign was based on a recency strategy; 4 "flights", each flight - 3 weeks, and a break of about 2 weeks between one flight to another. It seems to me not right to sum up the reach of all 4 flights as a total, but to show each flight by its own results Can you please give your professional advice in this issue? Thanks a lot, Irene, Israel.

The Media Guru Answers(Sunday, July 26, 1998 ):
A "recency" strategy generally calls for continuous advertising, not flighting. However this is neither here nor there in responding to your question.

A four-week reach has long been the basic standard of evaluation of a campaign, most likely based on the one time dominance of monthly national magazines in the plans of major consumer goods advertisers -- in the U.S., at least.

"Recency" argues for concentrating on the reach at the point in time closest to the purchase decision, so average reach during the typical purchase cycle is a reasonable way to focus on a recency plan. Of course, in reality, despite an average purchase cycle, in most cases, decisions are made every day. You may end your four-week purchase cycle of laundry detergent tomorrow while your neighbor's four week cycle ends a week from Tuesday. Equally, there may be a day of the week of more opportunity than others, when the product is purchased during a main grocery shopping trip.

A five month cume reach can be calculated. Its usefulness is questionable when recency is the guiding principal, but for other issues, like awareness, it may be relevant.


Thursday, July 16, 1998 #1954
Dear Media Guru: Our client has asked that all radio stations on a spot radio buy MUST have a 3 frequency per week. I maintain that this mandate is too limiting (and is a sellers perspective) as it requires reducing the number of stations used and increasing the number of spots on the stations being bought. I do agree that a 3 frequency for the entire buy makes sense, but not by station. What are your thoughts?? Thanks so much.

The Media Guru Answers(Thursday, July 16, 1998 ):
Is that a minimum average frequency or a minimum (effective) frequency?

The idea of exhausting a station's cume before moving to the next most efficient station can make sense, as a buying strategy.

If stations are reaching definably different market segements which are individually important to your planning, and you need to reach these segments equally, than the station-by-station standard might make sense.

But if all stations are targeted to the same demo and only differ by rating size or formats which are not relevant to brand marketing, then only the overall frequency ought to matter.


Saturday, May 23, 1998 #1602
I am looking for any guidelines / research about: 1- number of spots for radio (sustaining level, 50% heavy up, 100% heavy up 2 - if I have continues strategy what maximum gap of not being on air may I allow without harm to sales (one week, two, three?) 3 - in my country (Russia) we have practice in outdoor not to place competitors on two opposite sides of billboard, ahzt I think is not correct, as each face of billboard works for different directions and can not compete with each other. What is the practice regarding this in other countries. Thank you very much.

The Media Guru Answers(Tuesday, May 26, 1998 ):
1) The Guru doesn't judge radio effectiveness in terms of numbers of spots. If one schedule of 12 spots, for example, has an average rating of 0.5 (one-half of 1 percent of the target audience), which is common, it cannot be considered equal to another station's 12 spots with an average rating of 2.5 (also reasonable for top stations in the US). The first accumulates 6 GRPs and might reach 3% of the target, the second accumulates 30 GRPs and might reach 12-15% of the target.

So GRPs' or other audience measure are more realistic ways to determine levels. Having done this, if you determine that 100 GRPs, for example, is the correct sustaining level, then by simple arithmetic, 50% heavy-up is 150 GRPs and 100% heavy-up is 200 GRPs

2) Awareness begins to decline as soon as there is any advertising gap. Current thinking is that sales of a continuously purchased product are better supported by continuity at whatever level is affordable rather than an arbitrary minimum effective weekly level, separated by periods of inactivty. The U.S.'s Advertising Research Foundation has considerable literature on the topic and so might ESOMAR , the European Survey, Opinion and Market Research organization

3) The Guru agrees with you regarding opposite sides of a billboard. The competitive protection policies the Guru is familiar with in the U.S. only deal with advertising seen by the same audience, that is, traffic headed in the same direction. Usually there will be a certain range specified, such as "Within 500 feet" for metropolitan 8-sheet boards, which are about 5x12 feet and can be placed in dense concentration within cities.


Thursday, May 14, 1998 #1591
we are in the process of recommending to a new client a media strategy that will help him sell more olives and cucumbers (both products in either can and glass containers). The client has a large marketshare, about 42%. Neither this client nor competitors have ever advertised their products. In this respect the category has been rather dormant. What guidelines can you provide regarding a 3 year plan. Since the company name is very well known, does it make sense, for example, to 'fortify' TV advertising with radio? Providing that radio has very good reach, is there a synergetic effect with TV or is the money better spent in one media? Thank you Irene Kol

The Media Guru Answers(Thursday, May 14, 1998 ):
Modern thinking for such products emphasizes reach over frequency. It is more important to have some presence at any time that a purchaser might be making a purchase decision, than to drive reach to high levels (with more frequency) over a short campaign.

One guideline tha comes from this is to make a media mix more valuable, since a secondary medium almost always adds more reach than additional investment in the base medium.

Assuming then that you can afford an acceptable minimum continuous level of TV, addding radio will be wise.

No matter your client's awareness and market share, the first entry into advertising in this category will probably change the picture.


Tuesday, February 10, 1998 #1503
I have recently moved to the US after working with JWT, India for 5 years. While familiarising myself with the new terminology was easy enough, i need a better handle on the media industry- any articles on audience fragmentation,case studies on effective media strategy, or indeed any reading that you think would give me a holistic picture of the industry would be very helpful. Also,any pointers on where i could get hold of case studies on Nike,Levis,Budweiser,Volkswagen,Apple etc(I realise that is not a media related question, but would be grateful for help). Lastly, any research paper on how teenagers consume advertising. Thanks for your time and help.

The Media Guru Answers(Tuesday, February 10, 1998 ):
There is no one book that answers all your questions. The Advertising Research Foundation Library, however can provide much of what you need. The Newsweek Media Research Index will also be useful.


Tuesday, January 27, 1998 #1493
Dear Guru, I'm working on a project named 'advertising strategies'. How would you define an advertising strategy? Do you believe the mediaplanning proces lays within or without the advertising strategy? Thanks.

The Media Guru Answers(Thursday, January 29, 1998 ):
Certainly, media planning is a part of advertising strategy.

An advertising strategy is a planned way of accomplishing a marketing goal through the Marketing Communications method called "advertising."

Advertising strategies may include those defining copy strategy, geography and more.

Advertising is usually understood to be marketing messages delivered through media.


Friday, December 12, 1997 #1475
Dear Media Guru: This query addresses: How are advertising agencies generally organized? and How do I determine the proper person to present a proposal for a media buy? I work for a five-year-old minor league baseball team that has, until now, concentrated its efforts in selling advertising upon local businesses. However, we are the top entertainment attraction in our region, and we feel our market size combined with our reach and influence in the market should warrant our attracting some business from regional and national advertisers. Our availabilities include print, radio, billboard, and promotions. What would you suggest is the best strategy for approaching regional/national advertising agencies regarding the opportunities we have available? Should we work to contact the people in each agency who are responsible for making buying decisions for each individual client? Or would establishing a relationship with those individuals who are familiar with buying our market on behalf of many different clients be more productive in the long run? Thank you in advance for your assistance.

The Media Guru Answers(Friday, December 12, 1997 ):
Agencies generally have a media department or at least a Media Director / Media Buyer who is responsible for evaluating a media proposal. If an agency is so small it doesn't have any media titles, the acount executive for a given advertiser would be the appropriate person.

Be sure to do your homework and be ready to talk about which clients at the agency wold benefit from your proposal and why. It is generally annoying to agency people to have a media seller show up with a non-specific proposal and ask "which of your clients would want this?"


Tuesday, December 09, 1997 #1473
I'm preparing to develop a pricing strategy for a non-profit web site. We are looking to obtain both advertising and "development sponsorships" for the web site. Do you know of what other non-profits charge to advertise on their sites, and what other non-profits typically charge for sponsorships? Any advice would be greatly appreciated? Thank you

The Media Guru Answers(Tuesday, December 09, 1997 ):
In the Guru's experience, most non-profits don't carry advertising. But surely some do. You'll need to cruise the "org" sites and see who's got advertising and ask about pricing. The key determinants of ad pricing are usually traffic and selectivity of targeting.


Monday, August 11, 1997 #1388
Before we start media plan, we wanna know which factors could help us to define a media strategy to present. Please consider that we are talking with a marketing manager. present our strategy with s.

The Media Guru Answers(Monday, August 11, 1997 ):
Please look at The Guru's "Parts of a Media Plan". The flow of information from "Marketing Situation" through "Objectives" and on to "Media strategy" will answer your question.


Thursday, June 19, 1997 #1366
Dear Guru, I have a set of urgent questions to ask of you. I have a meeting tomorrow, and need your help! 1. How is effective reach calculated? 2. Reach v/s Frequency -- when should one be given priority / importance over the other? 3. Is there any way of taking creative into account while analysing competition? If yes, can a system of weights be worked out? 4. How do you reconcile to the vast difference between reach/frequency deliveries from a Peoplemeter system as opposed to the Diary system? My client refuses to accept a 4+ reach of 30% being accustomed to levels of 70% for the same plan! Would greatly appreciate your immediate reply.

The Media Guru Answers(Thursday, June 19, 1997 ):
1) In any schedule of several commercials, some of the target group will see only one, some will see two, some will see three, some will see four, some five, etc, etc.

The actual measurement is based on tracking the cume of several different advertisers schedules in a single measurement period such as one month of the PeopleMeter.

A mathematical model that will match the measured GRP/Frequency is calculated so that plan deliveries can be predicted. Going more deeply into the actual measurement, it can be determined how many people of each demographic group were exposed to each commercial in the schedule and a model calculated which will predict that performance for a plan.

For example, below is the typical output of a computer models' frequency distribution, showing what percent of the target saw exactly n commercials and what percent saw n+. (this example is from Telmar's ADplus):

                    Frequency (f) Distributions 
                           ------------------------------------- 
                                  % who saw
                                 ---------------
                          #seen exactly  at least     
                          ----- -------  -------
               Target:      f     rch    rch    
               P18-49      ---   -----  -----   
                            0     69.1  100.0   
                            1     11.5   30.9    
                            2      6.0   19.3    
                            3      3.7   13.4   
                            4      2.6    9.6   
                            5      1.8    7.1    
                            6      1.3    5.2   
                            7      1.0    3.9   
                            8      0.7    2.9   
                            9      0.6    2.2   
                           10+     1.6    1.6   
                           20+     0.0    0.0    

2) Reach vs Frequency: The determination of emphasis here can be a complicated analysis making up the greater part of a plan's documentation, under the heading of "communications strategy." A commercial so powerful that it's sell is overwhelming in one exposure might take the "Let's buy one spot in the Superbowl" route as did the Macintosh computer with the classic "1984" execution.

In more competitive situations, competitors' levels are taken into account, clutter in the media of choice, copy quality, etc. Obviously a balance must eventually be struck between reach and frequency based on judging all these factors.

3) There are several ways to take creative into account while setting up reach vs frequency goals;

The complexity or simplicity of the message

The number of commercial in the pool

how close your commercial is to the established "wear-out" level

The balance of :30 to :15

etc, etc. can all be assigned factors and totalled or averaged to give a reach vs frequency emphasis factor

a similar exercise can also set effective frequency thresholds

4) There should not be "vast" differences between effective reaches based on people meter and diary systems if schedule GRP and other aspects are the same. 5 or 10% would be the range the Guru would expect.

A plan with a 70 reach at the 4+ level would be delivering in the range of 98% total reach. It sounds as if your client may be confusing a plan with 70 reach and an average frequency of 4 with 70 at an effective frequency of 4. Or perhaps confusing 4-week reach with a long term cume?


Friday, June 06, 1997 #1361
Hi, I'm a student in Brazil. Please, could you answer these questions or indicate links in the web where I can find these info?

1) Concerning the choice of an agency, which are the most usual criteria?

2) Is there a formal communications / media plan? Who is responsible for ellaborating them and who actually applies it?

3) Which would be a good definition for briefing, and who makes it?

Only the first question relates to the choice of an agency. The second and third questions relate to the standard procedures adopted when an advertiser requests a job (for instance, the ellaboration of a communication strategy) for the agency.

The Media Guru Answers(Friday, June 06, 1997 ):
1) Different advertisers will have differing criteria. One may emphasize experience within its category, another may focus on marketing insight, still another on creative thinking. Media support may or may not be an issue in a review. A wise agency probes for as much information about advertiser needs as possible. A wise advertiser does its best to prepare candidate agencies to show theselves to their best advantage in the context of what the advertiser wants. Often the preliminary candidates are selected through a questionnaire circulated by the advertiser. A lot can be learned from careful reading of the questionnaire, especially "between the lines."

2) "Major" advertisers usually work with a formal communications and media plan, using objectives, strategies, and tactical concepts along the lines presented in the Guru's "Parts of a Media Plan"

Other, smaller advertisers, especially local retailers, may just make a buy "by the seat of their pants"

In the formal situation, the advertiser, with the agency account staff will typically agree to marketing goals which the Media Planners can interpret into media objectives and then into strategies and tactics. Also typically, a media buying staff executes these plans.

3) Briefing usually means an organized presentation (in person or on paper) of the marketing situation upon which plans are to be built to resolve the situation. The advertiser may give a marketing briefing to the account staff. The account staff may brief the media staff. The advertiser may do all briefings, especially if they have their own internal media staff.


Thursday, May 29, 1997 #1357
Hi, I'm a student in Brazil. Please, could you answer these questions or indicate links in the web where I can find these info?

Only the first question relates to the choice of an agency. The second and third questions relate to the standard procedures adopted when an advertiser requests a job (for instance, the elaboration of a communication strategy) for the agency. 1) Concerning the choice of an agency, which are the most usual criteria? 2) Is there a formal communications / media plan? Who is responsible for ellaborating them and who actually applies it? 3) Which would be a good definition for briefing, and who makes it?

The Media Guru Answers(Friday, June 06, 1997 ):
1) Different advertisers will have differing criteria. One may emphasize experience within its category, another may focus on marketing insight, still another on creative thinking. Media support may or may not be an issue in a review. A wise agency probes for as much information about advertiser needs as possible. A wise advertiser does its best to prepare candidate agencies to show theselves to their best advantage in the context of what the advertiser wants. Often the preliminary candidates are selected through a questionnalre circulated by the advertiser. A lot can be learned from careful reading of the questionnaire, especially "between the lines."

2) "Major" advertisers usually work with a fromal communications and media plan, using objectives, strategies, and tactical concepts along the lines presented in the Guru's "Parts of a Media Plan"

Other smaller advertisers, especially local retailers, may just make a buy "by the seat of their pants"

In the formal situation, the advertiser, with the agency account staff will typically aggree to marketing goals which the Media Planners can interpret into media objectives and then into strategies and tactics. Also typically, a media buying staff executes these plans.

3)Briefing usually means and organized presentation (in person or on paper) of the marketing situation upon which plans are to be built to resolve the situation. The advertiser may give a marketing briefing to the account staff. The account staff may brief the media or creative staff. The advertiser may do all briefings, especially if the have their own media staff, for example.


Friday, February 07, 1997 #1060
With the multiplication of TV with network, cable, direct through satellite, etc, radio already fragmented and press, what in your opinion are the more efective media investments? The traditional or new media? If new media? Which?. If a combination? A hint on what proportions?50% traditional against 50% new?.

The Media Guru Answers(Saturday, February 08, 1997 ):
The Guru believes broad generalities in answer to such questions are always mostly wrong.

Effectiveness of media investments always "depends." Who is your target? / what is the target's involvement with the specific medium? / how do the medium or individual vehicles of the medium fit with your message or creative or marketing strategy? / how does your product relate to the medium?

To bring people not very involved in the web to your web site you probably need traditional media mixed with web ads. To sell web related products, advertising on the web is probably the best investment. Media are not abstractions, they must be matched to targets and marketing goals.


Tuesday, April 30, 1996 #1231
I'm working on a presentation on how media planning professionals go about determining a media mix, and how a percent of budget is allocated to each medium being used. It's a general presentation for a client who is not very familiar with media planning terminology or methods. So far my sources for info include a couple of similar documents that I and others that I work with have written in the past, and the media planning textbook (by Scissors). Do you know of any other RECENT sources of info, points-of-view, articles on this topic? Or have you answered a similar question recently? If so, please tell me the category under which your response would be filed (I have looked through several categories of your responses and did not see anything relevant to this topic). Thanks!

The Media Guru Answers(Tuesday, April 30, 1996 ):
In the broadest terms, the process may be thought of as

Marketing Goals ---> Marketing Strategies ---> Media Goals ---> Media Strategies ---> Media Tactics, etc.

A very simple example:

A marketing goal of increasing the number of users of product X might lead to a strategy of converting users of competitive brand Y.

The media goal might then be to optimize reach at effective levels of frequency among a demographic group matched to current users of brand Y.

The media strategy to achieve this might then be built by examining various media mixes to determine which produce the best balance of effective reach for the budget, within the creative limitations.

Of course this is just one possible marketing goal, one possible strategy that might emerge.

There are many ways to set reach goals, to set minimum effective levels or decide to apply the recent "proximity" or "recency" theory of exposure.

In short, one doesn't decide on percents of media and see how it turns out, one decides which media will best answer the marketing and media strategies. Often, some creative decisons have precedence: if TV is designated as the "primary medium" because of communications ability, need to demonstrate, etc, then the strategy migh dictate putting all money into TV "until the effective reach curve is exhausted."

There are infinite ways to express and measure goals and their achievment. Some standard media planning software, such as Telmar's Media Maestro, and Hispanic Media Maestro, allow easy examination of various mixes, instantly showing how reach/frequency/effective reach change as budget or schedules are shifted between media by the planner.


Friday, April 05, 1996 #1250
How much advertising dollar is spent on magazine advertising by AT&T, MCI, and SPRINT? What is their advertising strategy in relation with the print media? (This is related to my independent project at the University at Albany. I would really appreciate your help. Thanks.

The Media Guru Answers(Sunday, April 07, 1996 ):
Advertisers' magazine spending, and print schedules, are reported by CMR (Competitive Media Reports). The data are not normally available without cost.

No doubt deducing the strategy from the listed schedules would be the key learning experience from your project.


Friday, March 01, 1996 #1270
I work for a company that sells a braod range of complextechnical products. In developing a new lit fulfillmentstrategy (first there were printed brochures, then faxback, then ...) I have a few questions:
1. Can you direct me to Web sites that have done a goodjob of providing info/data sheets (ie.designed to obti-mize WEB capabilities not just slapping up existing material)?
2. What about customizing? eg. Cust completes request that indicates "I'm considering widgets produced by X,Y,&Z." Then delivering info sheet that shows comparative"feeds and speeds" of X,Y,&Z's widgets. Do you know of successful examples of this? Any pitfalls?
3) How to make sure to deliver "value added" material?

The Media Guru Answers(Sunday, March 03, 1996 ):
You're not asking a media question here, but. . .

Using Alta Vista to search the word "submit" , which appears on just about all forms pages, found half a million such web pages, of which the first 10 were mostly technical. You be the judge of which of the half million are good or bad:


Monday, November 27, 1995 #1817
What is the best strategy for marketing a NordicTrack?

The Media Guru Answers(Monday, November 27, 1995 ):
Questions like this are far beyond the scope of an on-line guru. Marketing plans for such products call for extensive research and study. They encompass many pages of documentation. You will have to do your homework.


Monday, January 23, 1995 #1877
It seens that the effective reach concept is falling on disrrepute. What do you think. Is it a valuable concept for a package goods advertiser?

The Media Guru Answers(Monday, January 23, 1995 ):
Despite some media pundits, effective reach/frequency is not dead yet. A good media plan should directly address the communication strategy of each particular product campaign. Frequency will depend upon such parameters as purchase cycle, complexity of the message, competitive advertising, the ability to deliver the message in a timely fashion at the height of consumer interest, as well as other tried and successful principles. The current heightened interest in frequency takes into account the length of the advertising commitment, a concept that was always vague in the original effective reach/frequency theory. Because this topic is of great importance, we have created a news group under Industry Forums so that all AMIC members may participate.



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