Advertising research

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Advertising research

  1. 1. Advertising Research <br />Competitive Effectiveness VSB 2020, Spring 2011<br />
  2. 2. Traditional Media Advertising<br />
  3. 3. SRDS: Standard Rate & Data Service <br />Content: Consumer magazines, Digital (AKA web sites), Direct Marketing, Out of Home, Newspapers, <br />Not Included: TV, Cable, Radio<br />Search methods: by category, by keyword, by geographic market<br />Quick Profile to scan results<br />Prices<br />
  4. 4. SRDS<br />Media Kit Demographics<br />Rate Card & Ad Specs<br />
  5. 5. MRI+ University Reporter<br />Cumulative-Reach Frequency<br />Qualitative-where read, how read, ad interest, cut ads<br />Report- circulation, rates, editorial policy, links to e-kits<br />Specifics: websites, magazines, cable stations <br />Quantity & Time : radio TV quantity<br />Consumer Magazines<br />Media Consumption: Product/Media<br />
  6. 6. Radio 30 second spot<br />http://www.radio-locator.com/<br />http://www.stationratings.com<br />TV & Cable<br />http://www.tvb.org/market_profiles<br />http://www.zap2it.com/tv/ratings/<br />Gale Directory of Publications & Broadcast Media<br />Radio & Television<br />
  7. 7. Trade News Searching<br />
  8. 8. What about digital?<br />Karpinski, R. (2010, April 19) Ad networks and exchanges 101. Advertising Age. Retrieved from http://adage.com/print/143310<br />Morrissey, B. (2010, October 25). Audience revolution. 51 (38) p.6 Adweek. Retrieved from Business Source Premier<br />Bowman, J. (2010, July). Real-time bidding: Buy it now. New Age Media. Retrieved from Business Source Premier<br />ComScore<br />Alexa<br />BizShark<br />MarketingCharts<br />HitWize<br />eMarketer Subscription<br />Networks/Exchanges/Auctions<br />Metrics/ROI<br />
  9. 9. Advertising Expenditures: Benchmarks<br />Search by brand name, or product/service classification<br />Ad$Summary<br />
  10. 10. Directory of advertisers, advertising agencies<br />http://ezproxy.villanova.edu/login?URL=http://www.redbooks.com<br />Advertising Redbook<br />

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