When an advertiser looks at an 'X' on a certain day in the media flighting plan it would be a reasonable expectancy that this would be the point in time that the selected vehicle delivered its audience. Certainly this is the case for TV, radio and the internet but absolutely not so for magazines which may take weeks or even months to finally accumulate their traditionally reported 'average issue' reach. The absence of the time element in the magazine measurement has for decades given a totally misleading impression of magazines as a reach medium whereas they are in fact a frequency medium with multiple reading events spread over time from both initial and pass along readers. The paper will report on two years of experience with the Belgium Magazine Association's 'WAR' (Weekly Advertising Reach) event based reading data and how the perceptions of agency planners have changed about the role of magazines (in the media mix) and resulted in a large scale test by the CIM (JIC for Belgium) to incorporate these time related measures within the National Readership Survey whilst retaining the Recent Reading currency measurement. The technical aspects and results of this test will be covered in the paper.
This paper describes a practical and economic route to providing the media planner with a multi-media and target group data base and evaluation system for campaign planning, where the different media results either are the planning and buying 'currency' or simulate the results of the 'currency' very closely. The data modelling procedure is known as the VDiary (Virtual Diary) creation process and the evaluation software is SESAME. It is important to understand that the objective is to provide a basis for multi-media schedule construction evaluation and not to provide a 'ratings' service.
This paper focuses on the Reach and Frequency modelling of poster campaigns and the issue involved in making media mix evaluations.
The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly media owners) to provide (financial) benefit and be applied within the current media market framework it will be very difficult to obtain media owner funding for further development. The current impetus for 'media neutral 360-degree planning' will then stall, notwithstanding the well-documented potential benefits in this era of media fragmentation and segmentation. This paper describes the authors' experience in Sweden in providing the media industry with a multi-media and target group survey collected 'single source' for a number of years.
Many newspapers have a distinct and regular readership pattern across the days of the week, a function of general newspaper readership patterns and of differing editorial content. The current press readership model, based on 'average issue' measurement, does not adequately measure daily audience fluctuations. This paper addresses two issues: first the collection of the readership of daily newspapers and their supplements on a day-by-day basis; and secondly the use of that data to estimate schedule reach and frequency. The authors report how a 'bi-source' method of data collection was used in Sweden to estimate variations in daily readership levels and how the traditional binomial model used within the SESAME media analysis software was significantly modified to allow for conditional dependencies of reading a newspaper on successive days of the week and for the reading of the parent newspaper and its supplement.
The first part of this paper is concerned to describe the changes that are taking place in the organisational structure of companies operating across Europe. These changes give rise to the central control of marketing and communication resources, and the rise of what we can call the Europlannerâ whose task it is to determine and allocate these resources to markets and media across Europe. The second part of the paper examines the role of the Europlanner, and how this is likely to evolve from the initial strategic budgeting and broad media mix decisions into the detailed planning and execution of European branding campaigns. The impact of these strategic decisions is largely unseen by national media owners at present, but the Europlanner will increasingly circumscribe the decisions of media buyers in local markets on individual title choice. As this happens, media owners will have an increasing need to influence the Europlanner. The primary means of that influence will be media and market research which will need to be presented in a comparable form across Europe. The third part of the paper evaluates the currently available data on a national level and the possibilities of harmonisingâ this for Europlanning purposes. It also examines the Pan European Survey in this context. On the basis that current data fails to meet the needs of the Europlanner and those selling to him, the fourth part of the paper is concerned to outline a European-wide media and market study that would do so.
The paper deals with the formation and development of the MAP Service, which is a data analysis service for campaign/media planning, available to all members of the London Press Exchange Group, for both their national and international clients throughout Europe. The MAP Service enables a common and sophisticated approach in each market to the problems of campaign/media planning, and affords assistance in problems of the allocation of resources between markets.