The document provides an overview of 12 analytical reports that are part of a TV programmer's package. Each report is summarized in 1-2 sentences. The reports provide data on key metrics like cume, ratings, share, and time spent viewing for a TV channel, its target demos, and competitors. The data is tracked over multiple survey periods to analyze trends over time. This allows programmers to evaluate audience size and composition, identify issues in specific dayparts or demos, and track the effectiveness of programming changes.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
This document summarizes a research study that uses econometric models to analyze factors that influence whether television shows are renewed for a second season. The study uses panel data on the top 100 television programs from 2010 to 2014 to examine how characteristics like lead characters, parental ratings, genre, episode number, and broadcast format relate to renewal chances. Previous related studies focused on capital investment or viewer demographics. The models used are ordinary least squares regression and binary choice regression. The results found parental ratings of TVY7, TVPG, and TVMA along with comedy, drama and reality genres as most significant, as well as cable subscription numbers, in influencing second season renewal.
1. TV is the most effective and profitable advertising medium according to the document. It delivers greater long-term revenue growth and brand value than other media.
2. TV is particularly effective at building brands because it creates strong emotional responses and memories through its audio-visual nature. TV advertisements are better liked and drive more positive brand metrics than online ads.
3. New technologies like DVRs and online streaming have increased TV viewing and engagement rather than decreased it. TV remains the dominant media for both time spent and advertising revenue.
Growing Viewership Through Data-Driven Program PromotionJeff Storan
Simulmedia is a New York City-based TV program promotion ad network that uses anonymous viewing data from 15+ million US households to deliver targeted on-air promotions for TV networks. By understanding individual viewers' preferences, Simulmedia can predict which viewers are most receptive to specific programs and reach them effectively. Trials show Simulmedia consistently delivers higher viewership and return on investment for networks' programs compared to traditional promotion methods.
Radio study whitepaper_what happens when the spots come on-2011 editionBambooAgency
This study analyzed over 17 million commercial breaks from 866 radio stations across 48 markets between October 2010 and September 2011 to understand how radio's audience changes during commercial breaks. It found that:
1) On average, radio retains 93% of its pre-commercial break audience during commercial breaks, dispelling the myth that audiences significantly decline.
2) Short breaks of 1-3 minutes retain close to 100% of the pre-break audience, while even longer breaks of 4+ minutes retain over 85% on average.
3) Spoken word formats retain closer to 100% of their pre-break audience compared to 88% for music formats, on average.
So in summary, the study showed that
TAM data provides information about television viewing behavior in India. The data has expanded over the past decade to include more sample sizes, geographic areas, and platforms. When analyzing TAM data, it is important to recognize that:
1. The data comes from a sample survey and represents probabilities, not definitive statements.
2. Zero ratings do not necessarily mean no one watched, as they could be due to factors like air time.
3. Differences must be practically significant, not just statistically significant, to impact business.
4. Trending the data over time provides more precise information about changes in viewing behavior than separate surveys.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
This document summarizes a research study that uses econometric models to analyze factors that influence whether television shows are renewed for a second season. The study uses panel data on the top 100 television programs from 2010 to 2014 to examine how characteristics like lead characters, parental ratings, genre, episode number, and broadcast format relate to renewal chances. Previous related studies focused on capital investment or viewer demographics. The models used are ordinary least squares regression and binary choice regression. The results found parental ratings of TVY7, TVPG, and TVMA along with comedy, drama and reality genres as most significant, as well as cable subscription numbers, in influencing second season renewal.
1. TV is the most effective and profitable advertising medium according to the document. It delivers greater long-term revenue growth and brand value than other media.
2. TV is particularly effective at building brands because it creates strong emotional responses and memories through its audio-visual nature. TV advertisements are better liked and drive more positive brand metrics than online ads.
3. New technologies like DVRs and online streaming have increased TV viewing and engagement rather than decreased it. TV remains the dominant media for both time spent and advertising revenue.
Growing Viewership Through Data-Driven Program PromotionJeff Storan
Simulmedia is a New York City-based TV program promotion ad network that uses anonymous viewing data from 15+ million US households to deliver targeted on-air promotions for TV networks. By understanding individual viewers' preferences, Simulmedia can predict which viewers are most receptive to specific programs and reach them effectively. Trials show Simulmedia consistently delivers higher viewership and return on investment for networks' programs compared to traditional promotion methods.
Radio study whitepaper_what happens when the spots come on-2011 editionBambooAgency
This study analyzed over 17 million commercial breaks from 866 radio stations across 48 markets between October 2010 and September 2011 to understand how radio's audience changes during commercial breaks. It found that:
1) On average, radio retains 93% of its pre-commercial break audience during commercial breaks, dispelling the myth that audiences significantly decline.
2) Short breaks of 1-3 minutes retain close to 100% of the pre-break audience, while even longer breaks of 4+ minutes retain over 85% on average.
3) Spoken word formats retain closer to 100% of their pre-break audience compared to 88% for music formats, on average.
So in summary, the study showed that
TAM data provides information about television viewing behavior in India. The data has expanded over the past decade to include more sample sizes, geographic areas, and platforms. When analyzing TAM data, it is important to recognize that:
1. The data comes from a sample survey and represents probabilities, not definitive statements.
2. Zero ratings do not necessarily mean no one watched, as they could be due to factors like air time.
3. Differences must be practically significant, not just statistically significant, to impact business.
4. Trending the data over time provides more precise information about changes in viewing behavior than separate surveys.
The document discusses The Economist's presence on social media and how it engages its online community. It notes that The Economist was founded in 1843 to participate in the contest between intelligence and ignorance obstructing progress. It now aims to offer readers the benefit of its knowledgeable audience through social media, as with its editorial content. Statistics show the online community contributes to over six times more page views than average visitors in a single month, creating an engaging experience for readers across Facebook and Twitter.
Nespresso campaign presentation as part of a group project for Writing for Marketing and Advertising at UCLA. I was responsible for the design and PowerPoint presentation as well as the intro, slogan, print ad and web banners.
Gucci ranked 4th in digital competence among luxury brands. It received a high ranking due to its shoppable pre-Fall 2011 fashion video, which allowed viewers to click through and purchase items featured in the video. Gucci promoted the video across social media and its website to engage its large existing online audience. The brand also recently launched a Tumblr page and updated its mobile apps to improve its digital presence.
Anthropologie targets affluent, well-educated women ages 25-55 who enjoy travel, culture, and the arts. They achieve brand awareness through elaborate storefront displays and distributing distinctive shopping bags that advertise the logo. Anthropologie aims to cultivate a romantic, bohemian aesthetic and customer experience through their logo, store design, music, and sub-brands.
Starbucks Story- Digital Strategy & Social Integration. When i read the book "Onward" written by Starbucks CEO Howard Schultz, on his journey becoming the CEO of Starbucks for the second time and his decision to bring Starbucks to anothe level with the engagement using social media and other digital marketing. Coach LeikHong shared how all these simple tactics used by Starbucks would be implement and apply by your local business.
This document is Richemont's 2014 Annual Report which provides an overview of the company's financial and operating highlights for the fiscal year. Some key details include:
- Group sales grew 5% to €10.6 billion, and operating profit was in line with the prior year at €2.4 billion despite currency headwinds.
- Net profit increased 3% to €2.1 billion including currency hedging gains.
- The Chairman reviews business developments at each Maison and notes investments in manufacturing and distribution.
- The Board proposes increasing the dividend to CHF1.40 per share, up from CHF1.00.
The month of August is the eighth month of the year in the Julian and Gregorian calendars. It is named after Augustus Caesar, the first emperor of the Roman Empire, who ruled between 27 BC and 14 AD. August typically has 31 days and is the eighth month of the year in the modern Gregorian calendar and was the sixth month in the early Roman calendar.
'Eye Spy Growth: How To Get the Most From Your Media' at Mumbrella's Retail M...AnneNguyen92
The document analyzes data from 179 advertising campaigns across industries to determine how different media combinations drive brand impact. The key findings are:
1. TV delivers the strongest impact on its own for building awareness but also amplifies the effects of other media when used together. It is the top performer for both awareness and consideration goals.
2. For awareness, OOH also performs well but relies heavily on interaction effects from other channels like TV. For consideration, digital channels and radio help reinforce TV's message.
3. The best combinations vary by industry - for CPG, TV works well with OOH and social media for awareness and with print and digital for consideration. TV pairs strongly with radio and OOH for
NCS and Nielsen prepared the most comprehensive analysis of what drives advertising effectiveness—creative, reach, targeting, recency and context—based on nearly 500 studies from 2016 and 2017 and over a decade of experience in linking advertising to sales results.
This summary report evaluates the sales contribution of these five key drivers—and how their roles have changed since the ambitious Project Apollo studies of 2006.
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
Auditing Multimedia Campaigns -ASI 2008 European Conference - FurlanettoPaola Furlanetto
. 3 reasons why A+ worked on Multimedia Audit
. A Media Audit case history, including:
- "old style" mono media assessment
- "uptodate" multimedia assessment
With more than ten years of experience in creating, producing, distributing, tracking and promoting Public Service Announcements (PSAs), we (Williams Whittle) consider ourselves experts in this specialized media. Last year, we developed and launched a survey to our public service contacts at TV and radio stations around the country. For years, we’ve spouted off anecdotal evidence to many of the questions asked in the survey, but lacked the data to support it. Now in our second year, the survey is showing distinct trends in this evolving marketing vehicle.
This document discusses various media concepts including the definition of media as carriers and delivery systems that meet consumer needs. It distinguishes between media and vehicles, and describes classes of media such as mass media, traditional vs non-traditional, and cybermedia. The document also discusses factors to consider when selecting media, including pros and cons of television, radio, newspapers and more. Additionally, it covers key media planning concepts such as objectives, strategies, research, negotiation, execution, analysis, ratings, shares, gross rating points, impressions, reach, frequency, cost efficiency metrics, share of voice, and developing a media plan.
This document discusses key concepts related to media. It defines media as carriers and delivery systems for entertainment, information and advertisements. It distinguishes between media (classes of carriers) and vehicles (individual carriers within a medium). It also describes different classes of media such as mass media, traditional vs. nontraditional media, and cybermedia. The document then examines factors to consider when selecting media, such as costs, advantages and disadvantages. It introduces important media planning concepts like objectives, strategies, research, negotiation, execution, and analysis.
Extreme Reach Super Bowl 49 Brand Effectiveness StudyExtreme Reach
This year, a 30-second TV commercial during the Super Bowl cost about $4.5 million. And with that hefty, record-setting price tag comes a question we hear every year: which ad did the best? Which brand made the greatest impact with their Super Bowl investment? We’d like to help answer those questions.
In this study, we’ve compiled insights that reveal which brands ran the most effective Super Bowl ads based on brand lift data. We've analyzed the responses from the audience as a whole and looked at specific demographic segments as well.
Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
The document discusses how television advertising continues to be an effective and profitable medium, despite predictions of its decline. It notes that TV has higher efficiency at achieving key performance metrics like sales and new accounts compared to digital advertising. TV advertising spending in 2016 had strong growth, driven in part by high-spending ads during the Super Bowl. The document argues that while new digital platforms have proliferated, television viewing hours remain significant, especially for older demographics, and TV continues to be important for advertising campaigns and generating brand awareness. It concludes that television maintains its central role in advertising but should be integrated with digital and other platforms for most effective omni-channel campaigns.
This document discusses the effectiveness of television (TV) advertising compared to other media. It provides several key points of evidence from studies and data:
1) TV is the most profitable and effective generator of brand value and revenue over time compared to other media like print, radio, and internet. TV investments have longer-lasting effects on sales.
2) TV is particularly effective at building brands because it creates strong emotional responses and memories through audiovisual content. TV viewing also tends to be a relaxed, shared experience.
3) TV viewing, including viewing of commercials, continues to increase year over year. TV remains the dominant medium, accounting for over half of total daily media consumption time.
This document provides an overview of Nielsen's solutions for measuring marketing effectiveness across different areas such as media planning/buying, audience measurement, response effect, and resonance/reaction.
It describes Nielsen's various solutions including AIS/M+ for competitive media spend analysis, TV Ratings for measuring TV viewership, NCS/NBI for analyzing sales impact of advertising campaigns, and Nielsen Neuro for evaluating ad effectiveness based on brain activity and eye tracking.
For each solution, it provides a brief description, key benefits, typical budget and timing required. The solutions range from analyzing media spend and viewership to measuring sales impact, campaign accountability, and ad resonance with audiences.
Media planning involves selecting the right media channels to reach the target audience with advertising messages. This involves determining the target audience through demographic and psychographic analysis, assessing their media consumption habits from data sources like TGI and IRS, and selecting appropriate channels. The document then discusses concepts like reach, frequency, GRPs and their relationship. It also covers media planning components like scheduling, geography and budget.
The document discusses media planning and buying from an Indian perspective. It covers key media planning concepts such as reach, frequency, gross rating points, television rating points, and average opportunity to see. It also summarizes the roles within a media agency and different specialists on a media planning team. Finally, it emphasizes that an effective media strategy must be defined in the context of overall marketing objectives and should consider the product life cycle and competitive situation.
The document discusses media planning and buying from an Indian perspective. It covers key media planning concepts such as reach, frequency, gross rating points, television rating points, and average opportunity to see. It also summarizes the roles within a media agency and different specialists on a media planning team. Finally, it emphasizes that an effective media strategy must be defined in the context of overall marketing objectives and tasks at different stages of the product lifecycle.
The document discusses The Economist's presence on social media and how it engages its online community. It notes that The Economist was founded in 1843 to participate in the contest between intelligence and ignorance obstructing progress. It now aims to offer readers the benefit of its knowledgeable audience through social media, as with its editorial content. Statistics show the online community contributes to over six times more page views than average visitors in a single month, creating an engaging experience for readers across Facebook and Twitter.
Nespresso campaign presentation as part of a group project for Writing for Marketing and Advertising at UCLA. I was responsible for the design and PowerPoint presentation as well as the intro, slogan, print ad and web banners.
Gucci ranked 4th in digital competence among luxury brands. It received a high ranking due to its shoppable pre-Fall 2011 fashion video, which allowed viewers to click through and purchase items featured in the video. Gucci promoted the video across social media and its website to engage its large existing online audience. The brand also recently launched a Tumblr page and updated its mobile apps to improve its digital presence.
Anthropologie targets affluent, well-educated women ages 25-55 who enjoy travel, culture, and the arts. They achieve brand awareness through elaborate storefront displays and distributing distinctive shopping bags that advertise the logo. Anthropologie aims to cultivate a romantic, bohemian aesthetic and customer experience through their logo, store design, music, and sub-brands.
Starbucks Story- Digital Strategy & Social Integration. When i read the book "Onward" written by Starbucks CEO Howard Schultz, on his journey becoming the CEO of Starbucks for the second time and his decision to bring Starbucks to anothe level with the engagement using social media and other digital marketing. Coach LeikHong shared how all these simple tactics used by Starbucks would be implement and apply by your local business.
This document is Richemont's 2014 Annual Report which provides an overview of the company's financial and operating highlights for the fiscal year. Some key details include:
- Group sales grew 5% to €10.6 billion, and operating profit was in line with the prior year at €2.4 billion despite currency headwinds.
- Net profit increased 3% to €2.1 billion including currency hedging gains.
- The Chairman reviews business developments at each Maison and notes investments in manufacturing and distribution.
- The Board proposes increasing the dividend to CHF1.40 per share, up from CHF1.00.
The month of August is the eighth month of the year in the Julian and Gregorian calendars. It is named after Augustus Caesar, the first emperor of the Roman Empire, who ruled between 27 BC and 14 AD. August typically has 31 days and is the eighth month of the year in the modern Gregorian calendar and was the sixth month in the early Roman calendar.
'Eye Spy Growth: How To Get the Most From Your Media' at Mumbrella's Retail M...AnneNguyen92
The document analyzes data from 179 advertising campaigns across industries to determine how different media combinations drive brand impact. The key findings are:
1. TV delivers the strongest impact on its own for building awareness but also amplifies the effects of other media when used together. It is the top performer for both awareness and consideration goals.
2. For awareness, OOH also performs well but relies heavily on interaction effects from other channels like TV. For consideration, digital channels and radio help reinforce TV's message.
3. The best combinations vary by industry - for CPG, TV works well with OOH and social media for awareness and with print and digital for consideration. TV pairs strongly with radio and OOH for
NCS and Nielsen prepared the most comprehensive analysis of what drives advertising effectiveness—creative, reach, targeting, recency and context—based on nearly 500 studies from 2016 and 2017 and over a decade of experience in linking advertising to sales results.
This summary report evaluates the sales contribution of these five key drivers—and how their roles have changed since the ambitious Project Apollo studies of 2006.
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
Auditing Multimedia Campaigns -ASI 2008 European Conference - FurlanettoPaola Furlanetto
. 3 reasons why A+ worked on Multimedia Audit
. A Media Audit case history, including:
- "old style" mono media assessment
- "uptodate" multimedia assessment
With more than ten years of experience in creating, producing, distributing, tracking and promoting Public Service Announcements (PSAs), we (Williams Whittle) consider ourselves experts in this specialized media. Last year, we developed and launched a survey to our public service contacts at TV and radio stations around the country. For years, we’ve spouted off anecdotal evidence to many of the questions asked in the survey, but lacked the data to support it. Now in our second year, the survey is showing distinct trends in this evolving marketing vehicle.
This document discusses various media concepts including the definition of media as carriers and delivery systems that meet consumer needs. It distinguishes between media and vehicles, and describes classes of media such as mass media, traditional vs non-traditional, and cybermedia. The document also discusses factors to consider when selecting media, including pros and cons of television, radio, newspapers and more. Additionally, it covers key media planning concepts such as objectives, strategies, research, negotiation, execution, analysis, ratings, shares, gross rating points, impressions, reach, frequency, cost efficiency metrics, share of voice, and developing a media plan.
This document discusses key concepts related to media. It defines media as carriers and delivery systems for entertainment, information and advertisements. It distinguishes between media (classes of carriers) and vehicles (individual carriers within a medium). It also describes different classes of media such as mass media, traditional vs. nontraditional media, and cybermedia. The document then examines factors to consider when selecting media, such as costs, advantages and disadvantages. It introduces important media planning concepts like objectives, strategies, research, negotiation, execution, and analysis.
Extreme Reach Super Bowl 49 Brand Effectiveness StudyExtreme Reach
This year, a 30-second TV commercial during the Super Bowl cost about $4.5 million. And with that hefty, record-setting price tag comes a question we hear every year: which ad did the best? Which brand made the greatest impact with their Super Bowl investment? We’d like to help answer those questions.
In this study, we’ve compiled insights that reveal which brands ran the most effective Super Bowl ads based on brand lift data. We've analyzed the responses from the audience as a whole and looked at specific demographic segments as well.
Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
The document discusses how television advertising continues to be an effective and profitable medium, despite predictions of its decline. It notes that TV has higher efficiency at achieving key performance metrics like sales and new accounts compared to digital advertising. TV advertising spending in 2016 had strong growth, driven in part by high-spending ads during the Super Bowl. The document argues that while new digital platforms have proliferated, television viewing hours remain significant, especially for older demographics, and TV continues to be important for advertising campaigns and generating brand awareness. It concludes that television maintains its central role in advertising but should be integrated with digital and other platforms for most effective omni-channel campaigns.
This document discusses the effectiveness of television (TV) advertising compared to other media. It provides several key points of evidence from studies and data:
1) TV is the most profitable and effective generator of brand value and revenue over time compared to other media like print, radio, and internet. TV investments have longer-lasting effects on sales.
2) TV is particularly effective at building brands because it creates strong emotional responses and memories through audiovisual content. TV viewing also tends to be a relaxed, shared experience.
3) TV viewing, including viewing of commercials, continues to increase year over year. TV remains the dominant medium, accounting for over half of total daily media consumption time.
This document provides an overview of Nielsen's solutions for measuring marketing effectiveness across different areas such as media planning/buying, audience measurement, response effect, and resonance/reaction.
It describes Nielsen's various solutions including AIS/M+ for competitive media spend analysis, TV Ratings for measuring TV viewership, NCS/NBI for analyzing sales impact of advertising campaigns, and Nielsen Neuro for evaluating ad effectiveness based on brain activity and eye tracking.
For each solution, it provides a brief description, key benefits, typical budget and timing required. The solutions range from analyzing media spend and viewership to measuring sales impact, campaign accountability, and ad resonance with audiences.
Media planning involves selecting the right media channels to reach the target audience with advertising messages. This involves determining the target audience through demographic and psychographic analysis, assessing their media consumption habits from data sources like TGI and IRS, and selecting appropriate channels. The document then discusses concepts like reach, frequency, GRPs and their relationship. It also covers media planning components like scheduling, geography and budget.
The document discusses media planning and buying from an Indian perspective. It covers key media planning concepts such as reach, frequency, gross rating points, television rating points, and average opportunity to see. It also summarizes the roles within a media agency and different specialists on a media planning team. Finally, it emphasizes that an effective media strategy must be defined in the context of overall marketing objectives and should consider the product life cycle and competitive situation.
The document discusses media planning and buying from an Indian perspective. It covers key media planning concepts such as reach, frequency, gross rating points, television rating points, and average opportunity to see. It also summarizes the roles within a media agency and different specialists on a media planning team. Finally, it emphasizes that an effective media strategy must be defined in the context of overall marketing objectives and tasks at different stages of the product lifecycle.
The document discusses research services provided by Media Mix Research & Solutions, including market research, public opinion surveys, advertising research, and media and audience research. Some key services mentioned are advertising copy testing, audience studies to analyze demographic profiles and product usage, and monitoring of advertising campaigns to measure their effectiveness. The company provides full research support from designing questionnaires to analyzing results.
Presentation given as part of ARF's Leadership Lab summer session, on how emotions can be used to optimise media planning processes, enabling advertisers to select their best content, target the audiences who respond best to it, integrate with programmatic platforms and make better channel split decisions by predicting their videos' earned media potential.
Tubalytics feature description and edition comparisonareconster
Tubalytics is a global, all-you-need YouTube analytics tool for influencer marketing. It is also a comprehensive intelligence system that helps marketers and agencies to discover growing channels, estimate their audience, and explore market trends.
Also, Tubalytics is a great tool for influencer relationship management and planning paid promotion campaigns on YouTube.
Unlike others, Tubalytics provides all the necessary features to help marketers and agencies with their daily work:
- Audience ratings for channels
- Fastest-growing channels identification
- Paid promotion cost estimation
- Influencer discovery
- Searching videos with promoted content
- Influencer relationship management system
- Planning, executing, managing, and monitoring campaigns
- Exploring YouTube trends
- Filtering diverse channel tops
- Gathering exhaustive details about any channel
- Professional advice on selected YouTube channels
TitleABC123 Version X1Marketing Plan Outline and TimeTakishaPeck109
Title
ABC/123 Version X
1
Marketing Plan Outline and Timeline
1Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only.
· Executive Summary:
· Strategic Objectives
· Products or Services
· Resources Needed
· Projected Outcomes
· Situational Analysis:
· Vision, Mission, Strategic objectives, Values
· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research
· Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:
· Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
· Consider your company and product or service selection in Week 1. You may select an existing type of product or service or a new product or service but it must be global or multi-regional. Once you have selected your product or service, you must define the size and type of company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. ...
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
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4. The media Mix research solutions is the research arm of The R&T Advertising Group - a marketing & communication company that provides fully-fledged solutions to advertisers. We believe, that the new agency model that we have created provides for multi-dimensional solutions through its creative ideas that enable our clients’ discernible differentiation on the market and yield tangible results. Who We Are Our Mission We develop creative communication solutions aiming at achieving maximal impact for our clients’ marketing budgets. Our Services Building upon more than ten years of experience in the advertising market & communication services in Albania, the group provides now thorough consultancy services at all levels of expertise in today’s ad industry & market research. Brand Advertising Strategic Planning & Consumer Understanding Research, Development & Implementation Brand Design & Development Strategic Communication Planning & Media Services Integrated Marketing Communications Business-to-Business Communication Development Promotion Planning and Execution Company Profile 1 2 4 6 5 7
6. media Mix provides complete consultancy services in the sector of: market research , public opinion & social research , as well as advertising & media research . OPINION ADVERTISING CUSTOMER RELATIONS MARKETING MEDIA & AUDIENCE Research Services Starting from conceptualizing & designing the questionnaires, selecting & implementing representative samples, conducting the interviewing fieldwork, as well as detailing & finalizing the statistical analysis of the findings resulting from the collected data, media Mix provides a full package of syndicated & custom research services. The adoption of contemporary research techniques & the analytical capabilities of media Mix ’s key personnel provides its clients with key assistance insights in their decision-taking and their competing strategies in five main specialized of market research: 1 2 4
8. Strategic Planning Toolkit * Fieldwork & data-entry may be partially outsorced. ** Syndicated research data service the agency has a subscription. 1 CONSUMER INSIGHT 2 COMPETITIVE ANALYSIS 3 CONTROL OF AD EFFECTIVENESS 4 STRATEGIC GOAL SETTING 5 MULTI-MEDIA OPTIMIZATION 6 MEDIA-MARKETING ANALYSIS National Consumer Panel * Media-Explorer with Media Campaigns Charts Category MediaMix software In-House Proprietary Reach/Frequency Model Duplication Analysis (Within & Between) for similar & different vehicles Pre-, & Post-Buy Campaign Evaluation TGI, PGM & Media Audience Measurement ** Ad Monitoring (TV & Print) Ad Wear-in, & Wear-Out Indicator Effective Reach & Frequency Affinity Index Audience & Trend Analysis (2006-2008) Omnibus Survey * GRPs Response Curves Media allocation & Net Reach CPP & CPM rankings & optimization analysis Media Lifestyle & Usage Survey (periodic, or ad-hoc) Ad Copy-Testing (awareness, recall, brand salience, intention to buy, liking measures) Audience Demographic Profiles Audience Composition
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10. Cume Trend 01 What It Does Gives an overall picture of a TV channel, that is the number of different persons who have watched to that channel for a minimum of five minutes in a quarter-hour during one week (its cume), tracked up to four survey periods. In addition, it provides Cume Persons Estimates for the channel’s Target Audience as well as individual breakdowns for Persons, Men and Women for major age cells. Benefits If a channel has had a cume drop – that is, if it appears the channel’s total number of different viewers has gone down – this report enables the program director to determine whether the decline was within a specific age or sex cell. It also indicates where those estimates went up, or where they went down, by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago.
11. Cume Trend 01 Sample Cume Trend Report | Universe: 2643663 | Cases: 1001 | Target: Total Individuals, Rating Persons | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: TCH, TV Klan, Vizion+, TVSH | Apparently, TCH’s total number of viewers has gone down as indicated by the cume drop, as opposed to TV Klan’s relative stable performance & Vizion+’s increase for the specific daypart [19:30-20:30]. Further details are needed to determine specific age cells’ and/or other demo categories’ impacts on each TV channel’s performance. We can also indicate where those estimates went up, or where they went down, by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago.
12. AQH Rating Trend 02 What It Does Provides a picture similar to Report 1, except it has to do with Average Quarter-Hour Persons as tracked up to four survey periods. AQH Persons identify the average number of persons estimated to have watched a channel for a minimum of five minutes during any quarter-hour in a time period. Benefits Like Report 1, this report provides AQH Persons estimates for the channel’s Target Audience as well as individual analysis for Persons, Men and Women for major age cells. And, as in Report A, it denotes within each age or sex cell whether those estimates increased or declined by percentage versus the last survey in two or more report markets per year, or versus the one from a year ago.
13. 02 Sample AQH Rtg. Trend Report | Universe: 2643663 | Cases: 1001 | Target: Total Individuals , Rating (%) | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: TCH, TV Klan, Vizion+, TVSH | TCH’s ratings have gone down as indicated by the rating drop, as opposed to Vizion Plus’s & TVSH’s relative increase for the specific daypart [19:30-20:30]. Further details are needed to determine specific age cells’ and/or other demo categories’ impacts on each TV channels’ performance. We can also indicate where those estimates went up, or where they went down, by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago. AQH Rating Trend
14. Share Trend 03 What It Does Average Quarter-Hour Share tells the program director what share of percent of the total viewing audience the channel captured out of total viewing within the survey area. And, as in the two previous reports, AQH Share is tracked up to four survey periods, and estimates are broken down for the channel’s Target Audience for Persons, Men and Women. Benefits Signals the program director that if the channel’s AQH Share has gone down but the AQH Persons estimate has not, it would mean that the total television viewing pie for that survey area has increased. Again, as in the first two reports, comparisons can be made as to whether estimates went up or down by percentage versus the last survey in two or more report markets per year, or versus the one from last year.
15. 03 Sample Share Trend Report | Universe: 2643663 | Cases: 1001 | Target: Total Individuals, Share (%) | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: TCH, TV Klan, Vizion+, TVSH | TCH’s ratings have gone down as indicated by the rating drop, as opposed to Vizion Plus’s & TVSH’s relative increase for the specific daypart [19:30-20:30]. Further details are needed to determine specific age cells’ and/or other demo categories’ impacts on each TV channels’ performance. We can also indicate where those estimates went up, or where they went down, by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago. Share Trend
16. Time Spent Viewing Trend 04 What It Does Time Spent Viewing (TSV) is an estimate of the number of hours and minutes the average person spends watching during a specified time period. And, as in the previous reports, it tracks TSV up to four survey periods, and breaks down the TSV estimates for the channel’s Target Audience as well as for Persons, Men and Women. Benefits TSV is very helpful for making programming decisions. It enables a program director to be very specific, such as determining if viewing is down among just Women 25-34, or just Women 35-44, or whether it is down among the entire target group, say, Women 25-44. This report allows the Program Director to narrow down and isolate the problem. And, as in the other reports, trending is possible: Did estimates increase or decline by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago?
17. 04 Sample TSV Trend Report | Universe: 2643663 | Cases: 1001 | Target: Total Individuals, Rating (%) | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: TV Klan | Evidently, viewing is down among women of almost all age-groups, as opposed to men, whose time spent viewing remain stable over the course of four survey periods for TV Klan [Mon-Fri, 19:30-20:30]. Hence, this way it is much easier for the programme director to isolate the problem given that audience losses refer to certain age groups and sex cells. Time Spent Viewing Trend
18. Target Demo Daypart Trend 05 What It Does Allows the program director to look closely at the channel’s Target Audience, such as Women 25-54 for standard or custom dayparts and, as in the other reports, track the estimates up to four survey periods. Dayparts are broken down into groups, with hours and minutes for Channel and Market TSWs, estimates for Cume Persons, AQH Persons and AQH Share. Benefits Enables the Program Director to select either standard dayparts or channel-defined custom dayparts, such as 07:00am – 09:00am daypart. With this info the Program Director can then determine whether there’s a problem with either the channel’s morning show, or with the midday or afternoon or evening programs. And, as with the other reports, it lest users know whether there was an increase of decline in estimates by % vs. the last survey in 2 or more report markets per year, or vs. the one from last year.
19. 05 Sample TDD Trend Report | Universe: 2643663 | Cases: 1001 | Target: Total Individuals, Rating (%) | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: TVSH | Evidently, for TVSH, viewing is down for prime time [Mon-Fri, 19:30-20:30], and up for AM Drive [Mon-Fri, 07:00-09:00]. This way it is much easier for the programme director to isolate the problem referring to the specific programs for the specifically-related dayparts. Target Demo Daypart Trend
20. Preference Level Trend 06 What It Does Persons who what to one TV channel more than any other are P1 Preference Viewers. Next in line are P2, P3 & P4+ Preference viewers – groups of people who watch a lot a single channel but less frequently than P1s. This report provides the program director with the % of Cume; % of AQH;TSV (hrs./mins.); P1, P2, P3 & P4+ Cume; P1 (2, 3, & 4+) AQH; & Number of Diaries for all 4 preference levels & up to four survey periods. This two-page report is reported for Persons 12+ and for the channel-selected target demo. Benefits Enables the Program Director to determine if the channel is losing ground because core viewers are viewing less. If the channel’s P1s are going up, it means the channel’s core viewers are tuning in to another channel, a problem for which a solution needs to be found. Also, this report, like some of the others, allows the user to determine where estimates went up, or down, by percentage versus the last survey in two or more report markets per year, or versus the one conducted a year ago.
21. 06 Preference Level Trend | Universe: 2643663 | Cases: 1001 | Target: Total Individuals | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: Top Channel, TV Klan, Vizion+, TVSH | 7.57 7.78 7.38 6.42 7.27 7.41 7.78 8.80 8.52 7.49 7.63 7.55 7.90 7.18 Top Channel TV Klan Vizion Plus TVSH Category Avg. Rtg (%) Four TVs Data Sample Prime Time Demographic Trend
22. Average Age Trend 07 What It Does Allows the program director to see what was the average age of the diarykeepers, or interviewees, – Persons, Men and Women – who listed the channel in their diaries along with the call letters of other competing channels they also may have listed, all of which is tracked up to four survey periods. This report also lists the total average age of diarykeepers, or interviewees, in the market. Benefits Lets the Program Director keep track of channels within the market about which the PD is more concerned. For instance, does another channel’s audience appear to be getting younger while your channel appears to be getting older, or vice versa?
23. 07 One TV Data Sample Prime Time Demographic Trend Average Age Trend | Universe: 2643663 | Cases: 1001 | Target: Total Individuals | Flight: May 2006-Nov 2007 | | Days: Mon-Sun | Daypart: 19:30-20:30 | Media: Top Channel | May 2006 November 2006 May 2007 November 2007
24. Monthly Tracking 08 What It Does Lists AQH Persons, AQH Share, Cume Persons and TSV (Hrs./Mins.) for the channel as well as the channel’s competitors, tracked on an individual, month-by-month basis over 12 months. And it delivers the same estimates for the total market over the same number of months. Benefits Allows the Program Director to see on one page whether estimates for the above four categories went up, down or held steady for the channel on a monthly basis. The report can also provide the same information for each of the channel’s competitors.
25. Shared Viewing Trend 09 What It Does This report shows what percent of the selected channel’s audience is watching to other channels and for ho long (time spent viewing), all of which are tracked up to four survey periods. Benefits Helps isolate a competitive problem by identifying for the program director which of the channel’s competitors is sharing the greatest percentage of its audience, and how much TSV a competitor is getting from your audience. The goal is to minimize the time viewers spend with competitors.
26. Recycling by Daypart 10 What It Does This report answers the question of “vertical recycling,” which is where a channel endeavors to get viewers to also watch the channel’s other dayparts within a given day. Dayparts are standard or customized by the user and tracked up to four survey periods. Benefits Enables the Program Director to compare the percentage of the channel’s viewers with those at other periods throughout the day, as well as between current and previous surveys.
27. Total Day-by-Day Viewing 11 What It Does This report relates to “horizontal recycling.” That is, it enables a program director to determine what percent of those who watch the channel for one day go on to watch to it a second day, and a third, a fourth, a fifth, a sixth, and a seventh. It also lists the average number of days the channel is watched as well as the percent of viewing for 5+ Days/Week. The dayparts covered include standard or customized and dare tracked up to four survey periods. Benefits Tells the Program Director how good a job is being done to get the channel’s audience to watch the channel five or more days a week (getting the viewers into a Monday-through-Friday, or more viewing habit). Channels that don’t have strong viewership 5+ days per week are not fully utilizing their existing cume and squeezing out the most from the viewers’ Time Spent Viewing.
28. Specific Day-by-Day Viewing 12 What It Does The purpose of this report is to enable the program director to learn which day of the week and by what percent the channel’s audience watches the channel that day. To achieve this, the report lists all seven days of the week under multiple standard or custom daypart groups, all of which are tracked up to four survey periods. Benefits The Program Director gets to know which days of a week the channel is attracting the largest, or the smallest, number of viewers. Channels that target viewing for specific days during the survey period can see the results of their efforts.