Tag: Direct Marketing

CONTENTS

INTRODUCING THE MEDIASCENE 2004 SERIES 1
RESEARCH APPROACH
• How MediaScene Research was Undertaken 2
• Reporting of Results 2
HIGHLIGHTS 3
MEDIA SNAPSHOTS 4
1. MEDIA SPEND
Advertisers’ Total Media Spend
• Spend – Previous vs Current Financial Year, by Medium 9
• Spend – Previous vs Current Financial Year, by Sector 10
• Sector Spend by Medium – Current Financial Year 11
• Proportion of Media Spend, by Marketing Activity 12
• Media Budget Flexibility 13
• Adspend to Sales Ratio 14
Advertisers’ Business-to-business vs Business-to-consumer Media Spend
• B2B and B2C Media Spend, by Medium 15
• Proportion of B2B vs B2C Media Spend, by Medium 16
Advertisers’ Direct Marketing Media Spend
• Direct Marketing Media Spend, by Medium 17
• Percentage of Direct Marketing Media Spend, by Medium 18
• Direct Marketing Media Spend, by Sector 19
Advertisers’ Response to Changes in Budget / Price
• Allocation of a 10% Change in Media Budget 20
• Response to a Price Increase on Main Medium 21
• Media Budget Movements to Cover Cost Increase on Main Medium 22
2. MEDIA SELECTION
Media Decision Drivers
• Advertisers’ Drivers of Media Selection 25
• Agencies’ Drivers of Media Recommendations 26
• Agencies’ Information Requirements for Media Recommendations 27
• Advertisers’ Media Selection – Decision Making 28
Perceptions of Media Effectiveness
• Ability to Deliver Audience Receptiveness/Preference 29
• Ability to Deliver On Desired/Expected Outcomes 30
• Ability to Be Seen/Heard by Many Potential Customers 31
• Ability to Be Seen/Heard by Many Current Customers 32
• Ability to Provide a High Profile/Market Presence 33
• Level of Performance Measurement Provided 34
• Allowing a High Degree of Flexibility 35
• Allowing a High Degree of Creativity 36
• Ease/Simplicity of Use 37
Perceptions of Media Similarity
• Advertisers’ Perceptions of Media Similarity 38
• Agencies’ Perceptions of Media Similarity 39

3. MEDIA USAGE
Media Usage
• Advertisers’ Media Usage – by Medium 43
• Industry Sector Media Usage – by Medium 44
Advertisers’ Media Usage by Marketing Activity
• Advertisers’ Television Usage 45
• Industry Sector Television Usage 46
• Advertisers’ Radio Usage 47
• Industry Sector Radio Usage 48
• Advertisers’ Newspaper Usage 49
• Industry Sector Newspaper Usage 50
• Advertisers’ Magazine Usage 51
• Industry Sector Magazine Usage 52
• Advertisers’ Cinema Usage 53
• Industry Sector Cinema Usage 54
• Advertisers’ Addressed Mail Usage 55
• Industry Sector Addressed Mail Usage 56
• Advertisers’ Unaddressed Mail Usage 57
• Industry Sector Unaddressed Mail Usage 58
• Advertisers’ Outdoor Usage 59
• Industry Sector Outdoor Usage 60
• Advertisers’ Internet Usage 61
• Industry Sector Internet Usage 62
• Advertisers’ Email Usage 63
• Industry Sector Email Usage 64
• Advertisers’ SMS/Texting Usage 65
• Industry Sector SMS/Texting Usage 66
• Advertisers’ Ambient Media Usage 67
• Industry Sector Ambient Media Usage 68
• Advertisers’ Point of Sale Usage 69
• Industry Sector Point of Sale Usage 70
• Advertisers’ Media Usage by Marketing Activity 71
Changes in Media Popularity
• Agencies’ Perception of Change in Media Popularity 72
4. MEDIA PACKAGES
Integrated Campaigns
• Advertisers’ Integrated Campaign Usage 75
• Agencies’ Perceptions of Clients’ Integrated Campaign Usage 76
• Advertisers’ Integrated Campaigns – Reasons for Using 77
• Advertisers’ Integrated Campaigns – Media Used 78
• Advertisers’ Use of Advertising Service Providers 79
• Advertisers’ Expectations of Integrated Solutions 80
Advertisers Ideal Media Combination by Marketing Activity
• Advertisers’ Ideal Media Combinations – Brand Advertising 81
• Advertisers’ Ideal Media Combinations – Sales Promotion 82
• Advertisers’ Ideal Media Combinations – New Product Launches 83
• Advertisers’ Ideal Media Combinations – Customer Acquisition 84
• Advertisers’ Ideal Media Co