The outdoor medium will soon be the only mass reach broadcast medium. Until recently we have had very little data with which to compare the quality of one site against another or to understand how different types of contacts work both against different audiences and for different messages. Media buyers have to make cost-effective inter-site decisions whilst planners need to understand what differentiated consumer groups absorb from different forms of outdoor media and, more importantly, which type of message lends itself to those various forms of outdoor. Art directors and copy writers have to create poster advertisements which will attract the maximum of attention from consumers. This paper will provide the audience with an understanding of the existing industry research available and insights from proprietary research undertaken on behalf of Leo Burnett in 1996 regarding the visual impact of different types of creative work.
This paper reports on AGBs introduction of a new single source type survey into the New Zealand and Australian markets. Combining the industry accepted currencies of TV viewing and print readership the New Zealand model adds a product consumption diary to allow marketers to analyse and reach buyer-graphic targets. The product, Panorama, reopens the fusion debate. Even the worlds most successful single source surveys have failed to stand the test of time and it is inevitable that fusion must be at least an evolutionary step in the direction of the Holy Grail.
The 1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases. A case study illustrates the approaches developed for integrating the marketing target in the media strategy, and measuring the advertising effects on real purchase behaviours.
There is a best planning method for each advertiser across countries, but it must be applied intelligently, adjusting it to the genuine differences between countries. Differences in planning between countries, agencies or companies are mostly undesirable and costly because they can mislead decisions, mainly on budget allocations. In some cases they are genuine, but mostly they are caused by different qualifications or attitudes of the people involved or by more objective differences, mainly in the data provision. The solution is to have multinational agreements on methods of data generation across all partners in the market, and about planning approaches across each agency network or international advertiser. Such agreements will take time. In order to work most efficiently in the meantime, the best planning methods should be applied as far as feasible. Outside manpower may help to overcome mental barriers.
Relationship with a medium, in the sense of usage of and attitude towards a medium, is underestimated in media-planning. Reading intensity seems to be a good indicator for page exposure, so for the opportunity to see an advertisement. Satisfaction with and attachment to the medium correlate positively correlated with usage. Furthermore these factors create a good atmosphere for contact with the advertisement in a medium. The image congruence hypothesis is introduced. This theory implies that consumers select products and stores that correspond to their self image. Our study proves a high correlation between self image and the image of the medium. The congruity seems to be of importance not only for buying a medium but also for dealing with the medium and the attachment to the medium. Altogether the findings of our study indicate that image congruence is of great importance for both the creative side of advertising and for media planning (stability in contact). What is argued and proved is that quality really matters.
This paper describes the work that has been carried out in order to measure the influences of program types on TV advertising effectiveness measurements. The results of the study clearly demonstrate, that different program types generate different advertising effects, varying according to types of effects, type of advertising and product category.
Within the extremely complex framework of Italian television, Auditel is working on doubling the meter panel and the adoption of new meters. This paper briefly describes the research structure and the choices concerning methods and technologies made to tackle the issues of the new television (cable, satellite, etc.). This experience particularly intends to answer the problems of statistical visibility of local TV stations (over 700 in Italy!) and the general need to offer media planners an instrument to build better quality 'plans'.
At the end of 1993, Audipress, the Italian national readership institute, launched an experimental survey which, in addition to the main focus of the survey, readership habits, also examined general buying habits. The results have been available since the end of 1995 and were presented to users and advertising agencies in the spring of this year. This is the first official media-product based survey in Italy, and analysis of the results have indicated two important opportunities: - An improved awareness of print media in general, through a more detailed profile of readers, confirmation that big readers are also big and qualified consumers; - the possibility of new approaches to planning - thanks to a precise definition of the relationship between the reader and his behaviour with respect to products, the definition of more clearly focused targets for marketing objectives is possible.
This paper describes how more market profit can be derived out of media data when: A) users are offered easy and practice-oriented access to the data, and when; B) new data are created which can provide answers to old questions. The problem is that a relatively high number of data sources exist concerning consumer behaviour on the one hand; and for media planning (in the sense of campaign planning optimisation for individual media) on the other. However, there is a considerable lack of objective data to validate the media mix decision. The Swiss pilot study MUST (Media User Study) attempts to introduce a new dimension in media comparison, by observing the consumer in his everyday life and as a user of various media. Compiled methodically on a firm basis, the study shows how to carry out a quantitative and qualitative comparison of various groups of media - but without renouncing existing planning instruments. To enable the use of these data interactively in dialogue, new software has been developed which permits graphic visualisation on laptop.
As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personnel faced with the challenge of developing and evaluating media planning processes and systems that can be used on a worldwide basis. This paper offers a first-hand look at the complexities of developing branded planning tools for the global Leo Burnett Media network. It looks at definitional differences in the use of key media terms, the conceptual framework and the sequencing of the planning process.
This paper will highlight the impact of media fragmentation on overall television viewing habits in the United Kingdom and describe how the viewing of pre-recorded videos fits into this environment. Findings from the VideoTrak service will be used to illustrate the profile and viewing habits of the video audience and how they compare to TV and satellite viewers. A case study will demonstrate the contribution video adds to a multi-media schedule and the benefits it can provide to advertisers. AH VideoTrak information is derived from the industry standard BARB TV audience measurement panel and is therefore totally compatible with data used to buy, plan, and evaluate television advertising in the United Kingdom.