Searching for the Target: “Alright Customers, We Know You're Out There–Bur Where?”

Abstract

ABSTRACT This is the third in a series of six articles dealing with targeting advertising messages in various media. The initial article entitled “Media Buyer Guide: Targeting the Media Message 'You Can't Hit the Bullseye Without A Target'” set the stage for the series. This article discusses the measurement of the public's media consumption habits using the regionally developed Media Buyer Guide Model. The importance of developing the model including checklists and profile tools which objectively reviews media consumption is paramount. This article will review for the reader the model research mechanism and checklists to be used when implementing the Media Buyer Guide process in a given location. Tailoring media research to meet an advertiser's needs was the intent of the Media Buyer Guide. This article delineates the various mechanisms employed to not only craft research, design and related instruments but also discusses opportunities to format the data individualized for specific clients and employing ...