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.
This paper describes a new technological approach to planning outdoor advertising campaigns through an approach which exploits the potential provided by new geographical software programs applied to marketing. After a general overview on GIS (Geographical Information Systems), their origin and application in the field of geo-marketing, I shall focus on a specific GIS application (Geoplan) studied to solve problems linked to Outdoor, its structure, database and main functions. I shall also describe this application's aims, its potential users, i.e. sellers of outdoor advertising, as well as advertising agencies, media centres and advertisers in a broader sense, and, finally, its advantages for them.
A company in the financial area had developed a special conception of a sales organisation. One main target of this research was to find the correct way of addressing (advertising, head hunting or other methods) for possible candidates for such a sales organisation.
To execute a successful sponsorship, it is essential that marketeers, identify, select and target their promotional activity in a skilful and selective manner. In the following paper we examine a major elusive target market, the youth, whilst demonstrating how the utilisation of contemporary music offers a unique medium for directly reaching, communicating and selling to them.
The term qualitative can cover a wide range of aspects that go beyond average issue readership, and which are relevant to the planning of advertising schedules.
Corporate advertising requires a research-based approach just as much as product advertising. A good example is Imperial Chemical Industries Ltd., who have been using this approach in Britain since the 1940's. Following research in 1968, the campaign has been aimed not only at conventional "opinion-formers" through the press, but also at the general public through television. A continuous programme of opinion research has been used to identify the need for the campaign, to set targets, and to monitor its effects. Qualitative research is used to pre-test and modify the advertising. This paper proposes the thesis that corporate advertising is not a new type of advertising, but a relatively new application of normal advertising practice. It can successfully be planned and assessed with the techniques that have been developed for advertising intended to sell goods and services.
The paper starts with an overview of promotions in general, concentrating on the authors' conviction that strong brands should try to devise premium and/or contest promotions which are brand-related. Brand-related promotions maximize the chance of exclusive and positive association with the brand's image. The use of a snecific brand symbol may facilitate this association. After a general background of relevant data on the hutch detergents market, the marketing history of Bio-tex is shortly described. It shows in some detail the interrelation between theme advertising and promotions philosophy. Bio-tex has been using mascots as main identification symbols. Since 1973 however, the main characteristic of Bio-tex promotions has been artistic creativity on the part of the consumer. The paper ends by describing the Bio-tex autumn promotions of 1973,1974, and 1975 in terms of the research that accompanied the development of these promotions. The authors feel that the information of the research done, virtually helped the company to improve the planning and execution of promotions.
The purpose of this paper is to show how quantitative and qualitative media research data can be used in every step of advertising planning and especially in the practice of the media planning. This practice is the situation in The Netherlands at this moment and based on the information of available media research data.