The paper describes how the two research companies involved set about the project, the kind of results that were obtained, the working system that has been established, and suggests probable implications for the future of outdoor advertising. Integration of OSCAR (Outdoor Site Classification and Audience Research) with the Copland formula for coverage and frequency is also discussed.
This review paper examines the factors influencing media research design in the UK - partly technical and partly the interplay between advertisers needs and media owners' resources - with particular reference to the development of radio research under the control of JICRAR.
This paper discusses the probable development in the decade ahead of electronic scanners as a source of market research data, and their possibly fundamental implications for packaged goods marketing - and market research practice. Problems of sample size, and the nature of many markets set limits to the application of consumer panel techniques. Data collection for both consumer and retail audits as currently conducted will become increasingly expensive as labour costs rise. Electronic data capture, by contrast, will get cheaper. Scanner data is already being used in America to evaluate the effectiveness of advertising campaigns, promotional techniques and pricing strategies as well as the more obvious considerations of display, in-store location and shelf allocation. As penetration of the retail trade grows and becomes more uniform across the country, scanners will become the standard source of audit data for packaged goods there - and eventually in Europe too.
The paper points out that one result of sluggish economic growth in Britain over the past decade has been a similarly slow increase in advertising expenditure. Consequently, funds have been lacking for heavy investment in new media research services, which are largely the same as they were ten years ago. The main research sources for press, television, and the 'new' medium of radio are described, with a brief account of those for other media. Particular attention is paid to The 'Cumberland Lodge' experimental research programme for the NRS, and its outcome. "Hybrid sources' giving both media and product data are discussed, together with the current debate over socio-economic classification systems. The present state of media planning is examined. It too is seen not to have changed appreciably in the last decade, but the increased attention paid to sales effects may be pointing the way to future advance.
In Europe every year thousands of millions of pounds are spent on media advertising, and it is to be presumed that on balance it brings commercial advantage to the companies concerned. Consequently, the decision-making processes that lie behind that expenditure must be worthy of study.
In a marketing-oriented company producing fast-moving consumer goods, the role of the Marketing Department in developing the budget is central, but it must be carried out within the constraints constituted by the needs and capacities of other departments. Drawing up the budget is such a complex task that there is no theoretical limit to the amount of time, manpower and money which could be devoted to creating and refining it, but it is obvious that in the real world only limited amounts of time can be spent on it by Marketing Management. The first purpose of the model described below is to use that time most effectively. The second purpose is to analyse and explain subsequent deviations from the budget. The origin of the Marketing Planning Model (MAPLAMOD) was a request from top management for an evaluation of the impact of statutory price controls on optimum marketing expenditures.
Comments on the paper "Choosing among alternative promotions" by P. Delepine and A. Kling.