Two Questions: 1) I've been asked to prepare a presentation covering "Alternative Lifestyles Marketing".
When I was given the assignment I asked for a definition of "Alternative Lifestyles", but didn't get a
good answer. How might you interpret this "target"?
2) I'm seeking information on the "Optimizer" programs that have become newsworthy (in media circles)
as a result of the recent mega-million P&G AOR assignment. I've heard there are two. Who are they,
and can you describe briefly what they do (strengths & limitations)?
1) "Alternative Lifestyles" generally refers to
non-traditional social orientations which may become the
major influence on a person's relationships, extending to
product choices, entertainment choices, clothing styles,
etc. Most often, "alternative" seems to be used to
refer to socio-sexual distinction.
The Gay market is
probably probably most familiar of the "Alternative Lifestyles"
markets. Others might arguably be the singles market, the
mature market, punk, rapper, etc.
2) Optimizer programs are designed to build media schedules
based on detailed analysis of each possible "insertion"
(print or broadcast).
Usually the programs optimize reach within budget.
Therefore they will first select the most efficient (cost
per rating point) single insertion. Next they consider
every other single insertion, including a second use of the
first selection. The pair of insertions with the greatest
net reach per dollar becomes the next selection.
In some systems, each "best" choice is frozen as the
base upon which to build additional schedule until the
budget is exhausted. In more sophisticated systems, entire
schedules are reevaluated for best mix at each incremental
In either, it is up to the planner to set constraints on
which vehicles are to be considered, any weights or
restrictions such as using each vehicle a minimum number of
times, if used, or a maximum number of times.
Several agencies have proprietary systems. In Europe,
there are commercial systems including "Supermaximizer" and
In the U.S., the Guru believes the Telmar Optimizer is the
only commercial system available allowing TV optimization
with any available audience database (e.g. NTI, NSI, Cume