Information for Advertisers

							SOURCES OF MEDIA & MARKET INFORMATION
     I. Introduction


        Syndicated
    A. __________data: general information collected
       for many advertisers and reported on a
       regular basis
       Customized
       __________ data: information collected only
       upon request for a specific advertiser or brand

    B. PCs/CDs/Internet are currently used to
       access syndicated data.

    C. Need to exercise caution when using data
       in decision-making. Why?
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information


   General categories of information:


         1.    Marketing data:
         2.    Competitive Media Usage Data:
         3.    Media Audience Data:
         4.    Circulation and Rates Data
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
--How are they helpful to a media planner
   Marketing data:

     Helpful in target selection and weighting (geographic,
     product usage, and demographic)



  Competitive Media Usage
  Data:
     Helpful in goals, budget, media mix and allocation decisions
SOURCES OF MEDIA & MARKET INFORMATION
II. General Categories of Media Information
--How are they helpful to a media planner


   Media Audience Data:


     Helpful in media mix and vehicle evaluation and
     selection

   Circulation and Rates Data


     Helpful in vehicle evaluation and selection
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information
A. Marketing Data –Product Usage vs. Geographic
Markets

  On Product Usage


 1. Nielsen Marketing Research Services ("Scantrack") -
    - for market share in a specific market:


    "What is the market share of Nabisco's Oreo
    Cookies in Long Beach, California last year?"
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information
            A.Marketing Data –Product Usage

 2 & 3.SMRB -"P" volumes or MRI-"P" volumes
   for product users/usage (heavy, medium, light, and all
   users), media patterns, demographics, and "lifestyle"
   characteristics
    "Who are the users of Peanut butter in terms of
    demographics, what magazines do they read, and
    what programs do they watch?"

  4. MMR - similar to SMRB or MRI, but focus on HHs
  with $60K+ income:

  "How many adult women whose HH income is at
  least $60,000 are heavy users of gasoline?"
SOURCES OF MEDIA & MARKET INFORMATION
      II. General Categories of Media Information
                A. Marketing Data

    On Geographic
    Markets & Metropolitan Area Data Book & Statistical
    1. State
          Abstract of the United States-- issued by U.S.
          Government

     2.   Standard Rate and Data Services (SRDS), Consumer
          Market Data Summary-- marketing information located in
          front section of various SRDS's.
     3.   Sales & Marketing Management, SURVEY OF BUYING
          POWER -- July issue of S&MM; similar to SRDS, but
          provides more data.

     4.   Editor & Publisher Market Guide – ranks geographic
          markets by population, total incomes, total retail sales,
          total food sales and household income. Provides
          individuals descriptions of markets.
SOURCES OF MEDIA & MARKET INFORMATION
      II. General Categories of Media Information
                A. Marketing Data
    On Miscellaneous Marketing Data
     1. Information Resources, Inc. (IRI) -- a syndicated
     tracking service for grocery Industry data (at the
     national, local market),     which allows marketers to
     measure the Impact of ads, coupons,      pricing and
     other marketing efforts on sales

     2. PRIZM, SPECTRA, ACORN -- three major sources
     for zip    code-based lifestyle data. PRIZM divides the
     country Into 62 distinct, homogeneous, lifestyle
     clusters; SPECTRA combines          PRIZM groups with
     head-of-household age and presence of children;
     ACORN provides 43 distinct market segments.

     3. Government Printing Office -- for various kinds of
     research data that can be useful for marketing situation
     analysis
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information
B. Competitive Media Data – General vs. Specific

  General -- providing general information
  for many media

  1. CMR (Consumer Media Reporting)-- provides
   information for 11 media types including:

      Net TV,



      "How much Nabisco's Oreo cookies spent
      last year in TV (network, spot, cable,
      syndicated)?"
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information
B. Competitive Media Data –Specific:specializing in one
medium


      Television
   1.    Network (& Syndicated) TV: BAR (Network TV)

      "In which network television programs did
      commercials for Sprite appear? How many :30 sec
      commercials? :15 sec ? :10 sec?“


 2.    Spot TV: BARCUME (BAR)
             -- identify an example from “Source
 Exercise”
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information
B. Competitive Media Data –Specific:specializing in one
medium

         Radio

    1.    Network Radio: BAR (Network Radio)
          -- identify an example from "Source Exercise"



   2. Spot Radio: RER

   "What spot radio stations Diet Coke used for their ads,
   in what dayparts they advertised, and/or how many
   ads were inserted in each?"
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information
B. Competitive Media Data –Specific:specializing in one
medium

    Print

   1. Magazine: LNA-PIB
        -- identify an example from "Source Exercise"



 2. Newspapers: LNA Newspaper Report [formerly
 Media Records] -- identify an example from "Source
 Exercise"
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information
B. Competitive Media Data –Specific:specializing in one
medium

    Out-of-Home


   1. Outdoor: Outdoor Advertising Report (LNA)
      -- identify an example from "Source Exercise"
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information
            C. Media Audience Data
  General Media Statistics
   1. Marketer's Guide to Media -- provides current rates
   and estimated audiences for the major media.
   Describes trends In total advertising expenditures,
   costs, and audiences for network, cables, syndication,
   and spot television, radio, out-or-home, magazines,
   newspapers, and online services.

   2. TV Dimensions -- covers many aspects of TV such
   as a history of television, growth of cable, VCR usage,
   and the Internet; program type appeals,
   reach/frequency, qualitative factors regarding viewer
   Interest and attentiveness, commercial exposure and
   Impact, and Intermedia comparisons. Similar reports
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information
            C. Media Audience Data

  Television
    a. Network TV:

          Nielsen - NTI for daily rating/audience
          SMRB or MRI-M volumes for annual rating



     b. Spot TV: Nielsen Station Index (NSI)
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information
            C. Media Audience Data

    Radio
 a. Network Radio: RADAR, SMRB-M, MRI-M


       "What is the rating of a ABC affiliate station KMFA
    in Austin, Texas between 6 and 10 am last year?" --
    RADAR
       "How many women ages 55 + listened to ABC
    during PMD (afternoon drive) time?" -- SMRB- or
    MRI-M volumes

 b. Spot Radio: Arbitron
            -- identify an example from "Source
SOURCES OF MEDIA & MARKET INFORMATION
     II. General Categories of Media Information
            D.Circulation and Rates Data

   --Who are the major providers of circulation and
   rates data?
      1.    SRDS --

      2.    ABC-Blue Book --

      3.    BPA --

      4.   Buyers Guide to Outdoor Advertising Eller
    Media             Company and Lamar Advertising
    Company--


      5.    TAA Rate Directory of Transit Advertising -
SOURCES OF MEDIA & MARKET INFORMATION
      II. General Categories of Media Information
                A. Marketing Data
      E. Miscellaneous Data
      General Media-Planning Resources

  1.      Advertising Media Internet Center –an excellent starting
       point for media planners. Provides links to the major media
       research sources, media terminology, advice from experts,
       and many other planning services

  2.      Mediapost – provides a broad range of media planning and
       buying resources. Its Webs-based free media planning
       system, Mplanner lets you select, budget, schedule, and chart
       your media plan

  3.       MediaPlan WEBRF – another media planning system for
       television.
SOURCES OF MEDIA & MARKET INFORMATION
      II. General Categories of Media Information
                A. Marketing Data


     Print-Planning Resources

      1. Magazine Publishers of America – provides a wealth of free
      and useful information about magazines. Magazine Handbook in
      the research/resource section of its website is especially useful for
      magazine planning

     2. Media Start – provides fast free access to consumer magazine
      planning data such as editorial content, rates, circulation, and
      availability of special creative units.

     3. Newspaper Association of America – provides extensive free
      information about newspaper readership, and advertising
      expenditures in the medium.
SOURCES OF MEDIA & MARKET INFORMATION
      II. General Categories of Media Information
                A. Marketing Data


     Print-Planning Resources

      4. Audit Bureau of Circulation (ABC) Blue Book -- provides
      audited reports of magazine and newspaper circulation.

     5. Business Publications Audit (BPA) -- provides audited reports of
      "controlled" business publication circulation.

     6. Verified Audit Circulation – audited circulation for paid and free
      community newspapers including many special interest , niche,
      ethnic publications
SOURCES OF MEDIA & MARKET INFORMATION
      II. General Categories of Media Information
                A. Marketing Data


     Broadcast Planning Resources

     1.    SQAD (Service Quality Analytics Data) : a major source for
      market-specific, daypaart-specific, household-based CPRP data
      covering all 210 DMAs.

     2.    Cabletelevision Advertising Bureau – a trade association for
      cable television industry, providing a lot of cable-related
      information as compared to other type of television. Provides
      detailed audience information on about 65 advertiser-supported
      cable television networks
SOURCES OF MEDIA & MARKET INFORMATION
      II. General Categories of Media Information
                A. Marketing Data


     Broadcast Planning Resources

     3.    Television Bureau of Advertising – provides all kinds of
      general information that could be useful for network and cable TV
      planning
  

     4.    Radio Advertising Bureau – Radio Facts (Radio Marketing
      Guide and Fact Book for Advertisers) – provides information on
      radio listening habits and the strength of radio compared to other
      broadcast and print alternatives
SOURCES OF MEDIA & MARKET INFORMATION
      II. General Categories of Media Information
                A. Marketing Data


     Internet Planning Resources

     1.    Internet Advertising Bureau – a trade association serving the
      Internet advertising industry. Provides some useful information
      about the industry issues, standards, practices, and so on.

     2.    Jupiter and Media Metrix company – provides various useful
      information for Internet planning

     3.   ClickZ today – offers the latest information, techniques, and
      advice on Internet advertising and e-marketing, along with extensive
      technological information

     4.    Internet Glossary – provides extensive glossary of Internet
      terms
SOURCES OF MEDIA & MARKET INFORMATION
      II. General Categories of Media Information
                A. Marketing Data



         Interenational Media Sources

     1. Allnewspapers.com -- Provides links to international media
      services; despite the name, it covers all media in a number of
      countries. Information is organized by region, country, and media
      type

      2. Kidon Media-Link –provides links to the websites of more than
      two thousand U.S. and international media services. Information is
      organized by region (Europe, Asia, etc.)
SOURCES OF MEDIA & MARKET INFORMATION
      II. General Categories of Media Information
                A. Marketing Data


         Advertising Industry & Career Planning Resources
  
     1. Standard Directory of Advertisers ("Red Book") -- a listing of
      companies involved in national advertising, their
      marketing/advertising personnel, and advertising agency used; has a
      geographical index to determine where company is located.

     2. Standard Directory of Advertising Agencies ("Blue Book) -- a
      listing of advertising agencies, their key personnel, and accounts
      handled

      3. September and March issues of Advertising Age -- provide
      information on many advertisers (September) and agencies
      (March).]