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Research
for Infomercials and Direct Response Marketing Campaigns
A
powerful media buy requires in-depth, front-end
analysis. CPO's database contains hundreds of campaign histories
by product category. There's no need for media
guesswork with solid evidence of what should work best for you.
Beyond our proprietary
data, CPO utilizes leading syndicated research
resources to analyze competitors' advertising expenditures, target
the audience media usage habits and set goals for cost per action.
Competitive
Intelligence: What
media works best for them? Tracking competitive advertising will provide
an excellent clue.
- CMR/Mediawatch:detailed
media spending by product, including:
- Network
Television (National)
- Syndicated
Television (National)
- Cable Television
(National)
- Spot Television
(National/Local)
- Network
Radio (National)
Market
intelligence: Syndicated
studies to help define your targets demographically and identify growth
opportunities
- Mediamark
Research, Inc. (MRI): profiles
of product and service users across hundreds of categories compiled
annually on a national basis
- Simmons
Market Research Bureau (SMRB): >additional
product and service profiles, also compiled nationally and annually
- Scarborough
Research: similar
product and service profiles, only compiled locally in 70 top geographic
markets
Media
intelligence: Plan
and evaluate the traditional audience delivery dimensions of your direct
response marketing or infomercials campaign. Frequently used to develop
media flowcharts used by sales force for key retail account presentations.
- Nielsen
Television Index: provides
national audience viewing information for network, syndicated and
cable TV broken into various demographic categories
- Nielsen
Station Index: provides
local market television audience information for several demographic
categories
- Arbitron
Radio Research: market-
by- market audience information for local radio listening, analyzed
by demographics
- RADAR:
national
radio audience study
- Scarborough,
MRI and SMRB: the
syndicated studies listed above also provide media usage information.
- TV
Dimensions and Magazine Dimensions: an
industry overview of media statistics and trends (e.g., circulation
trends, readership patterns, viewing habits)
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