WORLDWIDE MULTI MEDIA MEASUREMENT
Measuring responsiveness from a 360° angle
Joan FitzgeraldAbstract
Imagine being able to target advertising to consumers who are responsive to advertising. Imagine being able to exclude from the media plan those consumers who are not responsive to advertising, because they may be more price sensitive, or sensitive to promotions. Imagine the improvements in return on investment of your media spend!
Advertising targeted to consumers who are responsive to advertising, by definition, will be far more effective than advertising targeted to consumers on whom brand advertising has little influence.
This paper demonstrates, using a case study approach, how the many dimensions of responsiveness can be measured using a single-source product purchase and media use panel. The paper measures responsiveness by medium for two brands that each used multiple media in their advertising campaigns. It shows the point of diminishing returns by media type and incorporates response by media type into media planning to demonstrate the improved return on investment that would be achieved.
Because the data on which the multi-media responsiveness measures is based are single source, each household has it's own measure of responsiveness for each medium for each brand. This paper demonstrates the benefit of identifying consumers according to the extent to which they are responsive to advertising. The paper illustrates the value of targeting by consumer responsiveness, and the different media decisions that could be made if a media planner had media use information for consumer groups defined by their responsiveness to advertising.
Joan Fitzgerald
As vice president, sales and new product development for the Portable People Meter (PPMSM) New Product Development Group, Joan FitzGerald leads sales and development efforts for Arbitron's new initiatives that use the PPM technology. Most recently, Joan helped secure the six initial marketer subscribers to the Project Apollo pilot study, defining the service and overseeing subscribers' needs.
Prior to joining the Project Apollo initiative, Joan served as director of Marketing and Operations for Arbitron's Internet sector, and is one of the founders of comScore Arbitron Online Radio Ratings. Previously, Joan held management roles in Arbitron's cable television and new media divisions. Ms. FitzGerald holds a master's from the University of Illinois at Champaign-Urbana and a bachelor's degree from the University of Virginia with degrees in Economics and Speech Communications. PPMSM is a service mark of Arbitron Inc.
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