The Association of National Advertisers (ANA), and its subcommittee, the Alliance for Family Entertainment (AFE) launched #SEEHER, a movement to increase accurate portrayal of women and girls in media. Advertising and entertainment programming are a powerful solution to changing public perceptions about unconscious gender bias. With a goal of increasing accurate portrayal of women and girls in media 20% by 2020 the ANA/AFE created data to benchmark progress called GEM (Gender Equality Measure) ABX, an ANA/AFE research partner, developed metrics, utilizing ABX syndicated research, to implement GEM scores across media and entertainment, creating the accountability for change.
The digital revolution has transformed the way that media is provided and people are now viewing content on their TVs, tablets and mobiles. These shifts have huge implications for advertisers, media planners and research companies who all need to understand what this means for media measurement. How is this being managed, what are the implications and who are the new players?
The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as an alternative media option. From the perspective of one media type, print, this work examines some of the implications of two of these tools and techniques, in particular multi-media reach/frequency optimization and data fusion. Further, the consequences for traditional print of the inclusion of Internet media vehicles in multi-media reach/frequency optimization are explored.
This paper describes the development by Initiative Media of Matrix, a new tool for optimizing multi-media campaigns. Based on a survey held in 12 countries amongst over 24,000 respondents, the main purpose of which was to establish the overlap in the use of different media. Reach and frequency for any combination of media can be calculated by combining these figures with regular media surveys. As media contacts may differ in value for delivering desired communication effects, different weighting methods are proposed. The first is based on the expert opinion of a large number of media specialists; the second is database oriented; and the third is based on econometric modelling of the multi-media mix. However, it appears most available tracking studies do not provide the data needed for proper modelling. Therefore an alternative layout is proposed for tracking studies.
There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches taken in the United Kingdom and United States. The second half of the paper offers insight into the benefits of a TV and Print fusion database and its likely impact on the future of media planning, particularly Print's role in mixed media campaigns.
Communication Management is the planning, implementation, control, evaluation and optimisation of marketing communication. It is often viewed by advertisers as vital for optimal results from their marketing communication efforts. This paper describes the kind of research and the tools that are needed for communication management. It shows how effects of a multimedia campaign are measured. In a case study it becomes clear in what ways print media add to the effects of a multi media campaign.
This paper presents early cross-media results from Arbitron's 2002 portable people meter (PPM) panel in the Philadelphia (United States) market. Previous results from the small-scale PPM panel in Wilmington (Delaware) in 2001 suggested important variations in cross-media duplication between radio and television. The present results build upon the earlier findings, extending the learning from PPM's capture of both television and radio via a single, unified measurement platform. This unified cross-media panel method provides insight into the consumer target's media behavior and to various effective strategies to maximize target reach and efficiency.
Motivation research took root in American merchandising only a decade ago. Yet today, it is the most discussed specialisation in consumer work. The novel insights and methods of motivation research have been aired in many media â not only in the "trade press" of advertising and marketing, but in more widely distributed magazines.