The purpose of this paper is to introduce a fourth generation media planning system that encompasses at the same time several media and several countries in a multiple objectives perspective.
This paper first discusses the theory of measuring the returns on media investment, as well as some of the problems which arise when one wants to use it practically. Then, we present Media Observer, a tool developped by The Media Partnership Research for measuring the media Roi, and accordingly to adjust the media plan of future advertising campaigns. This paper was jointly written by TMPR in Holland, Germany and France, which have been using Media Observer for their clients for over three years.
Opening speech at the 43rd ESOMAR Marketing Research Congress by Jean-Louis Laborie.
Opening speech from Jean-Louis Laborie at the 42nd ESOMAR Congress.
Opening speech from Jean-Louis Laborie at the 42nd ESOMAR Congress.
Today, the search for efficiency and productivity has taken on new forms. For equal technical and financial attitudes and potentials, this competition is hereinafter based on new criteria: the quality of the data-transmission and the service offered in general. In the service industry, these notions have become essential. This naturally applies to SOFRES which, in its profession of data gathering, data processing and data analysis, must master new technologies in order to continue being the leader in the French market . Today the use of videotex is a necessary condition for success. In order to situate SOFRES strategy within the general context, this paper will first present the French videotex universe (in French "TELEMATIQUE" hereinafter referred to as "TELEMATICS"), the structures and functions of the companies involved in telematics, and the explanation of how these new techniques can be applied to market research.
The initiative taken by EUROPE 1 to ask SOFRES to carry out a more detailed study than those that have been carried out in the past on the image that the radio station presents to its listeners, dates back to the beginning of 1983.
In October 1975 Gillette decided to enter the low- cost end of the market with a model retailing known as the "TEMPO Junior". In terms of writing performance, the "Stylon" and "Junior" models meet the same standards and are differentiated only by design features. Introduced to coincide with the sales boom at the start of the school year, the TEMPO Junior met with poor success. Consequently, the Marketing Division of GILLETTE FRANCE considered that a more incisive sales strategy was needed, and commissioned the study described be- low with a view to assisting its formulation on a number of points.
In October 1975 Gillette decided to enter the low- cost end of the market with a model retailing known as the "TEMPO Junior". In terms of writing performance, the "Stylon" and "Junior" models meet the same standards and are differentiated only by design features. Introduced to coincide with the sales boom at the start of the school year, the TEMPO Junior met with poor success. Consequently, the Marketing Division of GILLETTE FRANCE considered that a more incisive sales strategy was needed, and commissioned the study described below with a view to assisting its formulation on a number of points.
The problem we had to resolve was of the simplest kind - the kind that can be handled in a matter of seconds by referring either to experience or to the findings of a survey panel, at least for a business working in ordinary kinds of market: that of finding out the firms position on each market where it is operating. We consider that we are involved in a transportation market, with more than 2 million journeys being "consumed" each day in the Greater Paris Region by people living there. Out of this total, a certain proportion is accounted for by the public transport services, which we refer to as our market share. In recent times, this concept has taken on greater significance than previously.