Media Buyers Research Articles

Dampak Pandemi Covid-19 terhadap Penurunan Pendapatan Koran Sebagai Media Cetak Di PT. Top Metro Media Tahun 2020- 2021

The widespread spread of Covid-19 creates uncertainty about the speed of the world economy. Indonesia's economic growth in 2020 experienced a decline in the print media industry. This research uses a descriptive research methodology according to the type of research, methodology, context, and period of research. Descriptive research explains that: descriptive research is a research approach to examine an object, a set of conditions, a system of ideas, or a group of current events (Nazir, 2005: 54). Using data collection methods and time spans, the researcher collects all the important data set. Top metro media during the pandemic is now experiencing a lot of decline in print media buyers caused by the sophistication of technology that is increasingly rapid and developing which has resulted in print media not being bought or has begun to be no longer produced among people who often read print media, namely parents among teenagers / adults they choose technological sophistication, especially in print media which 2 (Two) Years ago experienced a very dramatic decline in sales and income from whichever party made the company experience a decline in revenue and reduced employees, in the first year of the Covid-19 Pandemic.

ТРАДИЦИОННЫЕ ПРОФЕССИИ В ЭПОХУ ЦИФРОВИЗАЦИИ ОБЩЕСТВА

The problem of the transformation of professions is clearly seen in the period of social change. The purpose of the article is to provide an overview of the professions groups that are traditional in the era of digitalization. The work analyzes the state of the socio-professional sphere of society in the transition period from industrial to post-industrial (information society). Innovations in the development of network organizations contributed to the emergence of such as a web designer, media buyer, Internet coach, etc. in the labor market in the information society. It is summarized that the transformation is uneven due to the different amount of required knowledge in each type of activity; the more knowledge a profession requires, the less likely it is to disappear and transform (scientist, researcher, expert); professions arise in response to the request of society and its modernization.

Social Media and E-Commerce: A Theoretical Study of Factors Affecting Consumer Behavior of Social Media Buyers

This research studies the factors that impact the behavior of the consumers of social media buyers. The retail business has changed radically over the most recent two decades, at first with the landing of computer-interface shopping and, more recently, with the emerging of mobile channels and social media stages. It is hard for e-commerce or e-retail companies to identify and influence the variables that drive consumers' attitudes and behavior. Different types of media affect people's conclusions, significantly depending on how much time they spend on such media. Facebook and Twitter are two examples of relatively older types of social media in correlation with newer social media networks, for example, Instagram. Furthermore, people use each type of social media for different purposes and based on their individual preferences.

What makes an effective antismoking campaign - insights from the trenches.

This paper describes traditionally effective approaches for anti-smoking mass media advertising and explores challenges and future directions for campaign planning. The changing characteristics of the current smoking population and media landscape are examined. Type of program or service: Anti-smoking mass media advertising campaigns. We present a commentary on the established creative and media strategies proven to be effective in prompting quit attempts among smokers, discuss new challenges facing anti-smoking campaign managers today and propose considerations for the future. Although evidence of effective approaches for tobacco control messaging and execution remains clear, the media landscape in Australia has changed dramatically in recent years with some audiences moving away from frequent and heavy television consumption towards online platforms and digital media channels. In addition, as smoking rates continue to fall, characteristics of current smokers are becoming increasingly relevant considerations for anti-smoking messaging and placement within a media environment that is becoming more expensive and fragmented. Funding anti-smoking advertising at the levels required to effectively prompt and maintain smoking cessation remains a high priority considering the extensive social and economic costs of smoking. Although it is known that hard-hitting, emotional and/or testimonial anti-smoking advertisements can be effective in prompting quit attempts, optimal media channel selection and media mix for reaching and engaging audience segments is dynamic in an ever-changing media landscape. Targeting media channels popular with lower socio-economic status (SES) smokers can efficiently achieve wide population exposure as well as effectively reaching population groups with higher smoking prevalence. A collaborative approach between health professionals, researchers, creative directors and media buyers is required to ensure advertising materials are communicating the right message for the audience, and that it is being delivered effectively.

The Role of Social Media in Indonesia for Business Transformation Strategy

The rise of social media in today’s digital era is considered important because it helps people communicate and share information online. It is not surprising that ease of sharing information and communicating through social media has an impact on increasing many online activities, including business activities. This phenomenon is an inspiration that researchers can use to uncover the role of social media in Indonesia for business activities by knowing the factors that can influence a social media follower or fans into actual buyers. By surveying users of social media, 546 responses were collected from social media entrepreneurs and social media buyers. The data analysis showed there is enough evidence that social media is being used for business. The frequency of social media usage has strong links to users to use to buy products or do business in that venue. Young people, such as college students, tend to use social media for business more than those with higher levels of education who may already have permanent jobs. Multiple regression analyses have resulted in a proposed model of social media use for business and offers five major factors that influence satisfaction and performance when doing business on social media. Keywords: Social media, Social commerce, Business performance, Entrepreneurs * School of Business and Economics, Universitas Prasetiya Mulya, Kampus Cilandak, Jakarta, Jl. RA. Kartini (TB Simatupang) Cilandak Barat, Jakarta, 12430, Indonesia https://doi.org/10.21632/irjbs.13.1.99-112

Exploratory study on variables impacting display advertising spend of leading advertisers in the USA

ABSTRACT This pioneering study comprehensively analyzes display advertising spends for large and medium-sized advertisers in the US market, the most evolved advertising and display advertising market in the world, unlike some other academic studies in the domain focusing solely on media spend trends, without focusing on the advertisers. The research objective of this study was to explore the impact of relevant variables during the growth of display advertising spend from its infancy till recent times in the US by analyzing the data on other measured media spend, product categories, US sales of advertisers, HQ Continent of advertisers, and unmeasured media spend among others. This study analyzed media data on 78 large advertisers in 12 product categories for the year 2000 to 2016 in the US market. The plm package used allowed the study to run the major types of models used for panel data like pooling, between, fixed, first differences, and random models. It analyzed a significant amount of real-world cross-sectional and longitudinal data on media spend and sales in the US market and might be relevant to senior marketing executives. Further, it gives guidance for media buyers and sellers and mentions four cases which are in line with this study.

MENELISIK INDUSTRI DAN STRUKTUR PASAR MEDIA MASSA DI INDONESIA

Competition in the business and mass media industry globally began to be felt in Indonesia. This is evident in the structure of the mass media market in Indonesia, where media conglomeration has become commonplace. The industry and structure of the mass media in Indonesia has developed with many variants of mass media that can be consumed by audiences, whether they are conventional media types (old media) or internet based digital media (new media). The purpose of the research in this article is to find out the reality of industry and the structure of the mass media market in Indonesia. The research in this article uses qualitative research methods, precisely the descriptive-qualitative method, by focusing data from the literature review. The results of the research show that industrial conditions and the structure of the mass media market in Indonesia can be viewed from several perspectives, i.e. the number of media buyers and sellers, product differentiation, and barriers to competition. Meanwhile, to explore the structure of the mass media market in Indonesia, we can use The Theory of The Firm, which consists of four types of markets. The four types of markets are monopoly market, oligopoly market, monopolistic competition market, and perfect competition market. Media management from an art perspective can be used as a basis for the media industry; and globally, industry and the structure of the mass media market in Indonesia are not much different from other countries that adhere to the ideology of democracy in the world.

The cultural logic of digital intermediaries

How has YouTube evolved as a cultural and commercial infrastructure? What institutional forms has it produced? The present article takes up these questions through a discussion of multichannel networks (MCNs) and their role within the digital video system. MCNs are a new breed of intermediary firm that link entrepreneurial YouTubers with the advertising, marketing and screen production industries. This article considers the functions of MCNs vis-à-vis the existing constellation of screen industry professions, including talent agents, managers and media buyers, who perform similar functions offline. Combining structural analysis of the MCN industry with an assessment of its cultural impacts, I show how Google’s decision to open the YouTube back-end to third-party intermediaries is subtly changing the digital video ecology.

Influence of New Media on Media Buying among Selected Lagos-Based Advertising Practitioners

This paper describes the study designed to examine how new media impacts on advertising media planning and buying, particularly from the perspectives of media buyers in Lagos-based advertising agencies. The study, qualitative in design, utilized an interview guide to obtain data from ten (10) purposively selected respondents among registered members of Media Independent Practitioners Association of Nigeria (MIPAN) and registered members of Advertising Practitioners Council of Nigeria (APCON), all based in Lagos. Findings show that, despite awareness of the existence of new media technologies relevant to media planning, majority of respondents’ exposure to such media platforms is still nascent. Findings also indicate that while majority of the respondents use new media as an effective way of reaching target audience, virtually all respondents consider new media as the future of the media planning and buying industry, despite some of the criticisms targeted at such media. Consequently, the study recommends more focus on new media research and the available opportunities offered by such media to complement, rather than the sole deployment of the traditional media planning methods by advertising practitioners during advertising campaigns.

Do different styles of antismoking ads influence the types of smokers who call quitlines?

This study examined the relationship between television antismoking advertisements and the proportion of smokers who call a smokers' quitline who are ready to quit or have high confidence in quitting. The primary data of interest came from completed intake interviews of smokers. Using a generalized linear model, we modeled the proportion of Quitline callers who are ready to quit and/or have high confidence in quitting. The primary explanatory variable was monthly target audience rating points (TARPs) for antismoking advertisements, a measure of broadcast media exposure, obtained from the state's media buyer. The proportions of callers ready to quit and with high confidence in quitting were negatively associated with total TARPs. This result, over all ad types, was driven by why to quit-graphic ads. These results suggest that why to quit-graphic ads influence smokers who are less ready to quit or have lower confidence they can quit, likely new quitters, to call the Quitline.

Media Consumption in Taiwan: Mining the Shih Hsin Communication Database

Internet use has recently grown rapidly, and this trend is continuing. This increase is unsurprising given the reallocation of attention from newspapers, magazines, radio and television. Since most audiences have limited time available for media use, it is logical to assume that the hours spent using a particular medium reduce or displace the time spent using other media. However, increase-increase in some media reinforcement effects among media may occur according to the bio-ecological theory of the niche. The purpose of this investigation was to better understand media usage in Taiwan. The two most commonly used data mining techniques, neural networks and decision trees, along with some statistical methods, are applied to profile heavy-users of each of the five major media: TV, radio, newspaper, magazine and Internet. The correlations among different media consumption behaviors are summarized using a ”Media Usage Correlation Matrix” in this study. The analytical results of the investigation reveal some interesting findings relating to the five media usage and the relationship among media use. For example, the consumption behavior for printed media (newspapers and magazines) has a complementary effect while the use of newspapers has a displacement effect. Moreover, magazines exert a complementary effect on radio, TV and Internet use. Furthermore, the study demonstrates that heavy users of the five media by constructing data mining models, respectively. The findings of this study offer a potential new direction that media buyers can use to select efficient advertising media vehicles after targeting a specific population.

How to spend $9.3 billion in three days: examining the upfront buying process in the production of US television culture

This article explores the relatively unstudied practice of the US ‘upfront’ buying process in which advertisers make multimillion-dollar commitments to buy 70 to 90 percent of the commercial time in the upcoming year in just a few days. Using observation of a media buying agency during the 2005 upfront buying period, attendance at a number of upfront presentations in 2003, and interviews with media buyers and planners, this article explains and analyzes the importance of the upfront buying process to the cultural production of the US television industry. I examine the causes of the durability of this significant economic practice, suggestions of its demise and its consequences for cultural production during a time of substantial industry reorganization. Access to industry workers and processes reveals important information about the actual operation of commercial media structures that add valuable insight to established understandings of economic practices.

Exploring the Determinants of the Media Negotiation Process: A Qualitative Study

The negotiation process for buying advertising space and time is examined through analysis of media buyer interviews. Negotiation is an important, complex, and key element in the media buying process. Previous theory and research suggest a number of influential factors such as power, relationships, and conflict. This research supports and extends these findings suggesting other influences and that the known influences may be more complex than previously thought. Five bundles of potential determinants emerge from the analysis: (1) the economic resources of supply, demand, and time; (2) financial, hierarchical, and informational power; (3) the relationship between buyer and seller; (4) the tangible values such as those inherent in the media objectives and the intangible values as the creativity of the negotiated solution; and (5) the subjective utilities and personal skills such as motivation and bargaining skill. A new model emerges from our qualitative analysis. Managerial implications of the findings and future research directions are also discussed.

The Future of Television Audience Measurement: Nielsen Media Research's View

Changing television delivery technology has presented huge challenges to the industry charged with tracking audience usage. Niche programming and personal recording technologies are making the concept of mass audiences increasingly problematic. This raises questions about how to capture exactly what the illusive viewer is doing in a way that is relevant to media buyers, advertisers and media companies. In this paper. Ian Garland reports on how Nielsen Media Research is tackling the problem.

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

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 ...

A Mechanism for Targeting the Media Message–Part II “There Is a Way to Find the Target Without Guessing”

ABSTRACT Proper targeting of the advertising message is one of the most significant challenges for today's small business owner. Most small businesses do not have the research or marketing support systems of their larger counterparts. As a result they do not feel that their advertising dollars are spent with any particular accuracy. Most place their messages and make their advertising purchase decisions based on instincts or their relationships with media representatives rather than on sound data. Data information from national sources are normally not available or are inappropriate for the small business owner. This article is the second in a series of six which reviews a regionally developed Media Buyer Guide Model and the process utilized to establish the model and related start-up business. The model has potential for application in multiple community sites across the U.S. and internationally. This article discusses the use of the start up advisory panel, conceptual framework for gathering data, and some difficulties faced during the start up of the Media Buyer Guide. Subsequent articles will detail the measurement procedures utilized, the challenges faced from antagonistic media providers, refinement and packaging of the product and lessons learned. Throughout client examples will be provided to share with the reader the actual challenges faced during start up and continued operation of the service.

Supplement: Children and Television: A Conference Summary

In June 1996, the Annenberg Public Policy Center of the University of Pennsylvania, in cooperation with the Children's Television Workshop, hosted its first annual Conference on Children and Television. The conference was organized around four discussions: (1) the elements that characterize quality children's television; (2) the problems that producers confront in creating, producing, and selling quality programming; (3) the dilemmas confronting advertisers; and (4) the dilemmas confronting buyers and distributors. Conference participants included representatives from public and commercial broadcast and cable television industries, producers of children's programming, media buyers from advertising agencies, and advocates and researchers of children's television. Overall, the participants agreed that under the right conditions it is possible to create high-quality, educational programming that children will watch. (The Federal Communications Commission's three-hour rule was seen as a positive step toward achieving that goal.) However, most also recognized the hurdles educational programs must clear to gain an audience and be seen as successful in the eyes of advertisers and broadcasters.

Targeting the Media Message: “You Can't Hit the Bullseye Without A Target”

ABSTRACT The targeting of advertising messages to potential customers is one of the most challenging tasks facing small businesses today. Most small businesses do not feel that their advertising dollar is spent with any real sense of accuracy. Despite information from national rating services, local and/or regional media representatives and their own past experiences, most small businesses feel that their advertising placement budgets are based on instincts rather than planning based on empirical data. This article is the first in a series of six which describe a regional Media Buyer Guide Model and the process utilized to establish the model and related start-up business. The business was started in one rural midwestern, relatively small, Standard Metropolitan Statistical Area (SMSA). Based on the success in that area, it appears that the effort and business can be successfully replicated elsewhere. The authors are also the entrepreneurs who have been involved in the project from the initial creative ide...

Determinants of International Media Purchasing: A Survey of Media Buyers

Abstract A survey of media buyers involved in the purchase of international media was carried out to assess the character of international advertising and the factors used to select media vehicles. It was found that international advertising, as opposed to local-country advertising by international corporations, is a relatively small portion of total advertising activity and tends to be concentrated on a well-defined target audience of business executives.

AMERICAN TELEVISION IN THE INTERNATIONAL MARKETPLACE

The power and influence of the American television industry in today's world market is examined. Based on interviews with media buyers and sellers from the United States and other countries, the argument is advanced that the goal of attracting large audiences dominates program selection. It is the audience in each country, with its own system of cultural values and beliefs, that ultimately decides the popularity of programs. This plays a decisive role in influencing the types of shows imported from the United States.