This is for my advertising class

1. Media Research
Hailey Anderson

2. Primary Research
 Conducted online survey
 90 responses from target market
 Goal:
 Provide our team with useful information about our
target market
 Create a strategy
 Buying decisions

3. Primary Research
 Segmented into 3 different sections:
 Demographics (ethnicity, income level, education
level, marital status, number of children)
 Buying habits (number of online purchases, purchase
history)
 Social media usage (number of hours, time of day,
type of network)

4. Examples

5. Examples

6. Secondary Research
 Lansing Demographics:
 52% female
 17% 25 to 34 years old
 Median Age: 31
 Ethnicity: White (56%) African American (22%)
 HS graduates (86%) Bachelor’s or higher (24%)
 Medium household income, $37,000
 27% below poverty level
 33% married

7. Secondary Research
 Competition: What aspect of competition?
 Coupons:
 Who’s using coupons: wealthier/more
educated:http://www.dailyfinance.com/2012/02/22/gue
ss-who-clips-the-most-coupons/
 Coupon Stats:
http://www.ilovecouponmonth.com/statistics/
 Most popular coupons:
http://www.businessnewsdaily.com/2008-americas-popular-coupons.
html

8. Secondary Research
 Mediums:
 Broadcast: Radio
 Each ad dollar spent generates a sales return of $6 from
listeners
 92% of Americans listen to radio once a week
 40% of radio listeners are between the ages 30-39
 News/Talk, 12% listeners, second highest
 Pop/Contemporary, 7% listeners, fourth highest
 Radio reaches 94% of women between 35-65 years of
age

9. Secondary Research
Broadcast: TVWomen spend 4 hours watching TV per
day40 minutes more than men
Digital Media:
 Women represent majority of online market
 22% shop online at least once a day
 Women majority of users of social networking sites and
spend 30% more time on these sites than men