Problem

■ Which media should the advertisements go in?

■ How much space and time should be bought?

■ How much should we spend in the media? Data requirement

■ How big are the media audiences?

■ What are the demographic characteristics of the media audiences?

■ Which media do our market targets use?

■ How much do advertisements cost to place?

■ Which media do our competitors use?

■ How much are our competitors spending? Data sources

■ Secondary desk research: BRAD (British Rate and Data) (Tel: 020 7505 8031, E-mail [email protected]). Publishes data on line covering 13,000 media entries with data on circulation target audiences, etc. Web address: http://www.intellagencia.com/default.asp.BRADInfo=true

■ Syndicated research services: BARB, JICNARS, POSTAR, RAJAR, Radio Audience Board, CAVIAR, Superpanel, TGI (see Section 4.3), National Readership Survey (http://www.nrs.co.uk), Business Readership Survey and European Business Readership Survey (from Ipsos-RSL, http://www.ipsos-uk.com)

■ ACNielsen Co. Ltd, Oxford (Tel: 01865 742 742, Fax: 01865 742 222, E-mail: [email protected]). Through its ACNielsen MMS subsidiary it can also provide data on advertising spend and media spend, including continuous information on advertising expenditure (at rate card costs) for individual brands. Includes national advertising in press, magazines, terrestrial and satellite television, posters, cinema and regional and trade newspapers. Nielsen net ratings give information on online advertising audiences.

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