4. SCARBOROUGH SIMMONS EXPERIAN EMARKETER CONSTRUCTION MONITOR NIELSEN AD VIEWS LEXIS NEXIS RAM NIELSEN CLARITAS INSIGHT EXPRESS YANKELOVICH / THE FUTURE COMPANY COMSCORE MAP INFO ARCVIEW D&B BIA ADMALL BORRELL CNW NAA.ORG PLUNKETT RESEARCH POLK Market Intelligence Tools Access to the best syndicated research products available plus proprietary research tools
22. 29 29 MASS TO TARGETED MASS MARKETING LOWER CPM SCALABLE ADVERTISING BUDGET DELIVERY BUDGET TARGETED MARKETING CORE NEWSPAPER DISPLAY ONLINE DISPLAY INSERTS - ZIP AND SUB-ZIP NON-SUBSCRIBER SHARED MAIL NICHE PRINT PRODUCTS DIRECT MAIL ONLINE BEHAVIORAL TARGETING OR SEM EMAIL Multi-channel Product Portfolio
23. One Media Company, Countless Solutions March 2009 DIGITAL MEDIA THE ARIZONA REPUBLIC MAGAZINES DIRECT/SHARED MAIL HISPANIC PRODUCTS OTHER VALLEY-WIDE, 7 DAYS/WEEK COMMUNITY REPUBLICS AZ MAGAZINE AZ SOCIETY APARTMENTS.COM CAREER BUILDER WEEKLY AZCENTRAL.COM AZCENTRAL.COM MOBILE MOMSLIKEME.COM CARS.COM METROMIX.COM REPUBLIC DIRECT BUYERS EDGE CAREERBUILDER.COM HOMEFINDER.COM TEXT/SMS SOCIAL MEDIA EMAIL MARKETING APARTMENTS.COM LA VOZ TV Y MAS SPECIAL SECTIONS YES/SUNDAY SELECT CUSTOM PUBLISHING AD STICK-ITS PREPRINTS AUTO SHOPPER
24.
Editor's Notes
Information is at the core of relevant advertising strategies and campaigns. Let’s face it. As a media entity, information collection is pretty much at the core of what we do. It’s sort of a requirement if you’re going to report on things. So, we’ve become very proficient at it. If there’s a good source of secondary data, it’s probable that we have a subscription or access to the data. And there is a lot of proprietary information we collect, too. So if you have a need, or you’re working on a project, call us. You may be surprised at how much information we have an how quickly we can deliver it.
The kind of information we typically have resides in four key areas. Audiences – the groups you are trying to reach. The market – key data on the Valley of the Sun and just about any of the markets in which Gannett operates. Media intelligence – how the audiences you’re trying to reach use media. Messaging – how well received are your messages?
As a media entity, we are able to collect large amounts of data on myriad audiences, everything from basic demographic data to spending by audiences in key verticals is regularly collected and can be supplied to you.
We track Phoenix market migration information, economic and business data, changes in tax revenues, employment – anything that impacts your business.
Influencing hearts and minds requires the ability to reach targets. And how people are reached has become a whole lot more complex. While we realize your in-house planners have access to a certain amount of data, there is likely information that a large media concern may be able to provide to create a more robust picture.
And we’re able to review competitive media spending within any number of business categories.
If there are specific Prizm Lifestage groups you are trying to reach, we can provide information on how to effectively reach them.
In this results-driven era, we’ve gotten quite serious about measurement. And because of our media properties, we have the unique ability to dialogue with audiences on a regular basis. This is the perfect scenario for ad testing. We regularly conduct post-campaign testing, we test the relevance of offers pre-flight (before they run) in order to help marketers decide what they should advertise BEFORE they spend a dime on media. We conduct ongoing tracking studies, reviewing things like product usage, product awareness or conversion rates among target groups over a number of years (long-term tracking). One of the products we’ve been most excited about is our Ad Effectiveness study methodology, which has been adopted by all the Gannett publications. It allows us to examine norms based on thousands of ads from across the country. This aids greatly in creative refinement.
MAIN POINT: Media companies have a range of products that can reach mass audiences or niche audiences depending on the needs of the client.
