Chapter 10: Advertising media and lifestyle reseach

1. Chapter 10: Advertising media and lifestyle reseach • Set up in 1989, it is leading airtime sales house. Since 1996, has been subsidiary of United News and Media plc. • TSMS sells airtime for Anglia TV, HTV, UTV, Grampian TV, Meridian TV and STC • Clients offered comprehensive range of promotional services, which include:  auxiliary sales teams  live, in-store merchandising  store checks (through IRI INFOSCAN)  brand assessment  TGZ details

2. Advertising Research Support: Taylor Nelson Sofres Agridata:farming readership study based on data from “Agribus” (monthly omnibus survey of over 230 respondents) Hospital Media Survey:measures readership of major hospital publications and key specialist titles among all grades of hospital doctors - 40% response rate is typical Arcbuild:covers 8 professional sectors, including architecture, surveying, engineering, building contractors. Telephone screening followed by face-to-face interviews with 2,000 respondents on their reading habits/magazine preferences

3. Advertising Research : “Starch Scores” • Starch Readership Services founded in 1931 • Very thorough magazine readership survey; four degrees of readership noted: 1. Non-reader (% who cannot recall a specific advert in the issue) 2. Noted (% who remember seeing the advert) 3. Seen/associated (% who saw/read part of the advert) 4. Read most (% who read half [or more] of written material in the advert) • Interviewers survey cross-sections of population; calls are generally made at home

4. Advertising Research: The Gallup Organisation Three major techniques used: 1. Noting and Reading service:  page traffic  noting  noting the name  reading 2. Impact 24-hour Recall:  claimed recall  proved recall  action  persuasion 3. Evaluative Assessment: covers respondents thoughts when looking at specific adverts

5. Target Group Index (TGI) • Research service operated by BMRB, available on subscription to advertisers, advertising agencies, media companies • Increases effectiveness of mktg. operations by identifying and detailed description of specific target groups of consumers and their media exposure • Identifies heavy/medium/light/ non-users of a wide range of product categories/sub-categories; very useful information about consumer durables etc. by establishing who makes buying decision, and the relative importance of an individual’s decision input • Annual sample of 24,000 adults; random location selection based on ACORN. Personal interview followed by self-completion questionnaire. (Response rate is around 60%)

6. Secondary Sources of Advertising Data • British Rate and Data (BRAD) • Advertisers’ Annual (Reed Information Services) • Register/MEAL • The Newspaper Society • The Audit Bureau of Circulations (ABC) • Advertising Statistics: IPA and AA • Lifestyle Research (Leo Burnett Agency) • Values and Lifestyles (VALS) - (Stanford Research Institute) • TGI Lifestyle

7. Socio-Cultural Trend Monitoring • The International Research Institute on Social Change (RISC) • Anticipating Change in Europe (ACE) • ACE EAST (Eastern Europe) • Psychographic Segmentation (Leo Burnett):  lifestyle research  socio-cultural trend monitoring

8. National Statistics Socio-Economic Classification (ONS) 1. Higher Managerial & Professional (21%) 2. Lower Managerial & Associated Professionals (17%) 3. Intermediate Occupations (14%) 4. Small Employers & Self Employed (9%) 5. Lower Supervisory, Craft & Related Occupations (10%) 6. Semi-routine Occupations (21%) 7. Routine Occupations (8%)

9. A Classification of Residential Neighbourhoods (ACORN) • A : (“Thriving”) - 19.7% • B : (“Expanding”) - 11.6% • C : (“Rising”) - 7.8% • D : (“Settling”) - 24.1% • E : (“Aspiring”) - 13.7% • F : (“Striving”) - 22.6% Source: CACI

10. Group A : “Thriving” 1. Wealthy Achievers, Suburban Areas: 1.1. wealthy suburbs, large detached houses (2.5%) 1.2. villages with wealthy commuters (3.2%) 1.3. modern affluent home owners (2.7%) 1.4. affluent suburbs, older families (3.6%) 1.5. mature, well-off suburbs (3.0%) 2. Affluent Greys, Rural Communities: 2.6. agricultural villages, home-based workers (1.6%) 2.7. holiday retreats, older people, home-based workers (0.7%) 3. Prosperous Pensioners Retirement Areas 3.8. home owning areas, well-off older residents (1.5%) 3.9. private holidays, elderly people (0.9%) Source: CACI

11. MOSAIC • Geodemographic system, originally developed for mail-order business (GUS) • Based on post-codes + other data • Enables marketers to understand their consumers better, and develop their markets • Used for:  effective location of new outlet  closure of specific existing outlet(s)  selection of merchandise suited to needs of individual outlet  targeting local promotions  selection of local advertising media

12. Geodemographic Analyses: Summary • Based on geographic dispersion of population • Derived from Census data • Households classified/grouped into clusters or groups with distinctive housing/family behaviour • Two principal systems in UK: ACORN, MOSAIC • Valuable for targeting specific types of households/people • Utilises post-code framework • Able to identify areas of high consumption of particular goods/services • Widely used in mail order selling/store location

13. SAGACITY Segmentation • Developed in 1981, with aim of discriminating power of income and demographic classifications • Combines life cycle, income, socio-economic groupings • Uses data JICNARS?NRS, IPSOS - RSL • People grouped into 12 easily-described and identifiable classifications, with different characteristics in terms of product usage and media habits

14. Summary • Advertising research covers content, media and effectiveness. • Content research focuses on the ability of the advertisement to achieve impact and project the desired message. • Media research attempts to eliminate wasteful expenditure by objectively analysing various media. • Effectiveness research is concerned with analysing different media