| Автор | Harmeson, Phil |
| Автор | Elbert, Dennis |
| Дата выпуска | 1998 |
| dc.description | ABSTRACTThis 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 retrieval system from a very large data base. An area of concern with any research effort which translates into an actual product to be utilized by real life customers is the technical methodology which is to be employed to ensure reasonable reliability. This article profiles the technical model for information access, describes the data configuration ultimately used by small business clients when developing their media plans and making their media buys.Lastly, the article discusses challenges and successes concerning product development, intellectual property protection concerns and packaging the product for presentation and sales to small businesses. The remaining series articles will describe segmentation and application research issues, client profiles and data base linkages, and overall lessons learned and adapting the Media Buyer Guide for your market. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Searching for the Target: “Alright Customers, We Know You're Out There–Bur Where?” |
| Тип | research-article |
| DOI | 10.1300/J090v16n02_01 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 16 |
| Первая страница | 1 |
| Последняя страница | 19 |
| Аффилиация | Harmeson, Phil; University of North Dakota |
| Аффилиация | Elbert, Dennis; Department of Marketing, University of North Dakota |
| Выпуск | 2 |
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