Question

Topic: Advertising/PR

How To Analyze The Media Data For Tv?

Posted by Anonymous on 2/28/2011 at 12:07 AM ET 125 Points
Iam doing a competition analysis and media planning job.So i need to analyze the media data for TV for preparing my project report.How should i proceed? what all things i should be looking for?
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  • Posted on 2/28/2011 at 7:45 PM Accepted
    Start by understanding the marketing objective. Consider the copy strategy and what kind of programming environment makes most sense for it and for the category. Then look at target audience demographics, reach, frequency, CPM.

    It would be a big mistake to just jump into the numbers and measure gross rating points as though it were the only thing that matters.
  • Posted by BizConsult on 3/1/2011 at 5:22 PM Accepted
    Also look at timing/flighting/seasonality, geographical differences and competitive Share of Voice
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