Selling your medium
A common mistake amongst media salespeople is to assume that because they sell print advertising or exhibition space for example, that they are competing solely with other magazines or events for their client’s spend.
As audiences fragment and new channels such as online or mobile offer new benefits such as measurability and become easier and cheaper to use, it is essential to make the case for your medium as much as well as your brand.
Your prospect uses media as a tool to achieve their promotional objectives, so the first job is to understand what these objectives are.
The second task is to demonstrate your medium’s ability to get these results, and luckily there’s plenty of data to support your case.
Through this section of the site we’ll keep you posted on the latest research to support your medium, whether it’s the power of business media to reach decision makers, the flexibility of exhibitions or the measurability of online.
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Media combinations drive purchase intent
Magazines prove vital throughout the purchase funnel - FIPP reports on new findings from marketing research and consulting companies Marketing Evolution and Dynamic Logic and others. |
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American Business Media’s 2007 Forrester Research study
One of the most comprehensive in the business media space, providing a critical analysis of the trends and impact of b2b media on both end-users/decision-makers and marketers [USA]. |
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CONNECTED RAIL RESEARCH
Titan undertook an extensive rail audience research project during 2007 to identify how rail commuters engage with advertising. |
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ThinkBox Annual Review 2007
A digest of key, up-to-date television facts and figures. ThinkBox have kindly taken a look at last year, collected a load of good stuff together - from commercial impacts and broadcast viewing to top programmes, platform and technology trends, TV investment and much more - and squeezed it all into a a downloadable PDF and PowerPoint slides. |
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| The Best Radio Case Studies of 2007 from the RAB |
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PPA Magazine Media Handbook
Called the Magazine Handbook in its previous incarnation, this new edition provides a comprehensive analysis of the magazine and business media industry in an evolving communications landscape. |
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The Colouring Book - New Business Media Case Studies
PPA Business Media's third study focuses on HR and payroll company Snowdrop Systems’ campaign in Pay magazine; and the fourthlooks at childcare voucher company Accor Services' campaign in Personnel Today magazine. |
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The Colouring Book - New Business Media Case Study
PPA Business Media's second study looks at Pratt & Whitney's effectiveness of advertising in Flight International. |
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| Diet Coke: PPA Case Study
Diet Coke faced substantial problems as competition with healthier drinks and Diet Coke’s own mass marketing eroded the brand’s special relationship with core 20-35 year old women.
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| THE WANTED ADS CASE STUDIES
the wanted ads is a six-figure consumer research project commissioned by the Newspaper Society which aims to help advertisers better understand how regional and local media platforms are used by readers and how they fit with other communication channels. The newly launched Stage III focuses on advertising across local media online and print platforms using four national brand case studies...
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Know Your Medium 2007
This PPA presentation provides an update on the health of consumer magazines in the UK and the Revolution campaign from PPA Marketing. In addition, the key arguments for increased investment in magazines are discussed and key messages highlighted. |
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Magazines drive online
This presentation looks at PPA Marketing's new research into offline drivers of online search and purchase - in over 70% of product categories magazine advertising is the primary driver... |
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Passion and Power
This booklet forms part of PPA’s Revolution initiative – to give new help to planners faced with the challenges of getting brand messages across effectively in an era of growing advertising dilution. |
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