MRI’s Kathi Love Claims Better Metrics means Better Print ROI Models

In her article, Magazines, Mix Modeling: More Level Playing Field, MRI President Kathi Love makes the case that better metrics for print means that print can be more fully and accurately included in marketers’ marketing mix models.

Media Guru Q & A: Creating an Idea TV Plan – A Case Study

Media Guru Question:

I have a client that wants me to run a TV R&F analysis on different GRP levels…65, 100, 125, 150 and 200.

The reason they want me to do this is, we have just completed a 5 week TV campaign that ended the 1st wk in Oct..1st time client has advertised in 3 years.

Client hired a research company and their findings reflected that there was a low recall the last couple of weeks of the campaign.

We started with:

Week 1: 200 points

Week 2: 250 points (based on historical info & spike in sales that week)

Week 3: 150 points

a hiatus for 2 wks and then

Weeks 6 & 7 @ 200/wk.

The research company has recommended for 1st quarter that we use low GRP levels, 50-65 pts/wk over a long period of time.

I recommeded that we run heavy GRP’s in 1st quarter for all the obvious reasons plus the most important…impact into the markets.

We will have been black for 11 wks prior to our 1st quarter placement.

We are selling sausage not trying to brand their name. Please give me your thoughts

Media Guru Answer:

AMIC has lots of material on this topic of Recency vs Continuity vs Peaks. Click here to see past Guru responses Briefly, in a situation where consumer goods has little to no seasonality and regular purchase, Recency theory holds that the impression closest to the purchase decision is the most effective one. And that since there are purchase decisions constantly being made, continuity at low but sufficent levels (say, a threshhold of 30 reach per week) is best.

The other side of the coin, for which you seem to be groping, is that you need a certain level of awareness, before constant reminder messages are effective.

A further, important factor arguing against hiatuses, is that whatever level of awareness you establish decays by about 10% of the previous week’s level for every week of hiatus.

So the Guru would quickly build to an effective reach level at least equal to your awareness goal and then sustain at whatever level of continuity is affordable. 50 – 65 GRP/week should work at that point.

The Guru cringes at metrics like “impact” in such discussions. Goals need to be defined in all the other terms of this discussion:

reach
effective reach
awareness
recall
Etc.

Media Guru Q & A: Convert GRPs to Impressions

Question:

How do I convert tv grps to impressions? Can you convert web impressions into GRPs? What about Print?

Media Guru Answer:

Once you know the basic formula, it’s easy to calculate either way for any medium.
Impressions = GRP X Population Universe.
GRP is treated as a percentage in this case, so 100 GRP is equivalent to 100% of the population.
Conversely, impressions ÷ population = GRP. The only particular trick with the web is that you must decide the parameters of your universe.

For print, same as above, just note: Print circulation is treated as if it were household impressions. To get target impressions for these calculations, multiply circulation by readers-per-copy.

Telmar mentioned in The New York Times

Telmar was mentioned in today’s New York Times…Welcome Daryl Scott!

Media Guru Q & A: Determining Marketing Budget

Question:

Do you have any advice on how to determine an advertising budget for a consumer packaged goods advertiser? Is there a number representing a percent of the gross sales that is standard industry practice to apply in a formula to calculate a recommended ad budget for this category? Thank you for your kind assistance!

Answer:

There are a lot more variables than sales. For example

What share of market does the brand have or want? What does it cost to achieve a share of category advertising comparable to the desired share of market?
What awareness do you want to achieve? what amount of increase would that be? What level of reach /frequency do you find necessary for that and what would that plan cost?

In short, a rule of thumb is overly simple, think it through.

Media Guru Q & A: Truckside Advertising

Question:

I am currently trying to calculate reach for a truckside advertising campaign.I have traffic volume statistics to use for this purpose. Could you give me some pointers on how, if I required a reach of say 54%,how would I calculate the amount of trucks required for a specific region?

Answer:

You need to know how many different people are exposed to each truck. You need to know how many trucks are in use and the extent to which they are exposed to the same or different people. You would think about whether the trucks have distinct routes or cross each oother. Then soemhow you would figure out when the number of different people from a given number of trucks equals 54% of the target population.

Any given market, the population size, population distribution and patterns of truck movement are unique. Unless the advertising company has done some studies to actually measure these factors, it is hard to begin to make any estimates.

Telmar Appoints Daryl Scott to EVP, Chief Digital Officer

Contact:
Jared M. Kreiner/ Rachel Honig
G.S. Schwartz & Co, Inc.,
212.725.4500
jkreiner@schwartz.com

Telmar Appoints Daryl Scott to EVP, Chief Digital Officer

NEW YORK – Telmar Group, a leader in media research, management, and systems development, announced today that it has added Daryl Scott to the Company’s global executive team as EVP, Chief Digital Officer. Scott, most recently president and CEO of Attaain Inc., will be responsible for the continued development of digital planning systems including all forms of digital media including social, search, content, real-time bidding, mobile, and video applications, among others.

A driving force in digital media strategy and overall software product development, Scott will use his leadership skills to align the goals of the technology teams with those of the regional and global operating divisions while facilitating strategic relationships with clients, alliance partners and data and technology suppliers.

In addition to Web-based software development expertise, Scott brings a distinguished history of agency media research management and its relevant perspectives to Telmar. He has worked at Foote, Cone andBelding, Interpublic’s Marschalk, J. Walter Thompson and Young and Rubicam in a variety of leadership roles.

At FCB, he was credited with the creation of FCB Media Planning System (all development, deployment, training & support using proprietary software on desktop PC systems), including: multimedia reach/frequency & frequency distribution system for TV, radio, print, and outdoor advertising. While at FCB, Mr. Scott developed the company’s Advertising Awareness modeling system "AdAware”. As Director, Media Research, Marschalk, he created the Marschalk Media Planning System and at JWT , he was Associate Director Media Research; Media Research Manager, where he developed and maintained vendor relationships, prepared television audience estimates, developed prototypes for the audience measurement of then-emerging media platforms and authored Media Research Bulletins on current media topics.

“Daryl Scott brings to Telmar the media, media research and digital thought leadership necessary to help our clients process, navigate and utilize of all the latest technological developments in media,” said Stanley Federman, Telmar Chairman and CEO. “He is committed to expanding and leveraging the advantages of Software-as-a-Service (SaaS) introduced by Telmar to the advertising business over four decades ago.”

Scott was formerly president and CEO of Attaain Inc. which was also acquired by Telmar. Telmar will maintain Attaain Inc. a web-based solution for business development, sales, marketing and competitive intelligence research, analysis and tracking as a separate subsidiary and expand its scope of services. The system is used by companies in a wide range of industries to identify and track key sales prospects, customer growth opportunities, competitor activities, strategic partner prospects, industry developments and more, across single or multiple lines of business.

“Throughout my career, I have admired Telmar as a leader in media innovation. I was delighted to employ Telmar and its technologies in a number of prominent agencies. But more than that, I see an incredible opportunity to further Telmar’s expertise and leadership position in media planning at this pivotal juncture in the digital age,” said Daryl Scott.

A winner of the NCTC Annual Innovation Award (2009) and the Tenth Annual AIIP Technology Award (2009), Daryl Scott also holds a Masters of Business Administration from Bernard M. Baruch College.

ABOUT TELMAR

Telmar is a world-wide leading supplier of advertising and media information software and services. Telmar’s 10,000 users across 85 countries include many of the world’s leading advertising agencies, publishers, broadcasters and advertisers. For advertisers and advertising agencies, Telmar provides software for survey analysis, data integration, media planning and optimization and more. For publishers and broadcasters, Telmar offers the ability to collect, store and manage media research for revenue management and optimization. Telmar has offices around the world including and is headquartered in New York City, New York. For more information on Telmar and its international services, please visit www.Telmar.com