1. Advertising Research:
Online Resources

2. Uses of Syndicated Research
o Media Exposure
Top Ten Broadcast TV Programs (Week of November 17, 2008)
Rank Program HH Network Rating Viewers (000)
1 Dancing with the Stars ABC 12.5 19,631.0
2 Dancing with the Stars Results ABC 11.4 17,590.0
3 CSI CBS 11.3 18,446.0
4 NCIS CBS 10.9 17,990.0
5 Criminal Minds CBS 10.2 16,334.0
6 CSI Miami CBS 10.1 15,464.0
7 Grey’s Anatomy – Thu 9 PM ABC 10.1 15,913.0
8 The Mentalist CBS 9.8 15,844.0
9 NBC Sunday Night Football NBC 9.5 15,168.0
10 Two and a Half Men CBS 9.3 15,184.0
Source: Nielsen.
• Gross impressions: the actual number of people who watched the program

3. Uses of Syndicated Research
o Media Profile
Houston Chronicle Readership Profile
Characteristic % Read Yesterday Index
All Adults 28.0 100
Men 29.6 106
Women 26.4 94
18-24 7.2 26
25-34 18.0 64
35-44 21.0 75
45-54 33.1 118
55-64 38.8 139
65-74 56.5 202
75+ 70.4 251
Source: The Media Audit.
• Index: Indicator of likelihood to read the newspaper

4. Uses of Syndicated Research
o Target Audience Profile (MRI)
o Target Audience Media Profile (MRI)
o Media Expenditure (Ad$pender)

5. Online Resources
o Search engine marketing
(SEM): An advertiser is bidding
on keywords so that its ad
appears in a relevant context.
o Search engine optimization
(SEO): the method to have
your brand appear organically
when a person types in a
relevant search term

6. Online Measurement: Media
o To understand the audience of a specific
commercial Web site
• Metered tracking technology: the metered tracking through
means of an online panel
• Telephone surveys
o Track their panelists on a 24-hour, 365-day-a-year
basis

7. Online Measurement: Media
o ComScore Networks
• Tracks over two million continuously measured Internet users on
a worldwide basis (e.g., demographic analysis of who is visiting
specific sites and of their online purchase dynamics, and surfing
and buying activity of consumers)
o Nielsen//Netratings
• Provides measurement of both home and work users with its
28,000 metered panel (e.g., unique visitors to a site, page views,
time spent on a specific site, demographics, and site trends)

8. Online Measurement: Media
Source: ComScore

9. Online Measurement: Media
Source: ComScore

10. Online Measurement: Media
Source: Nielsen//Netratings

11. Online Measurement: Campaign
o Third-party ad servers provide tools to measure
impressions, clicks, and conversions
o Provide the specific behavior of the ad and a longer
term brand view of online campaigns
o Atlas Solutions & Doubleclick
• Track the cost per action of online ad campaign
• Provide direct results of online ad campaigns
o Dynamic Logic
• Uses an online panel that can be divided into a control and test
group to measure the brand impact of online ad campaigns

12. Online Measurement: Campaign
Source: Doubleclick

13. Online Measurement: Web Site Optimization
o Site-side analytics track who is coming to the Web
site and how long people are staying there.
o Google Analytics
• Produces reports that companies can use to redesign their Web
sites to sell more effectively or to elicit a specific response.
• Tells the company which search words generate the most visits of
the highest conversion rate.

14. Online Measurement: Web Site Optimization
Source: Google Analytics

15. Social Media
o Facebook, MySpace & LinkedIn
• Can be tracked with some of the
aforementioned research tools they
also offer a wealth of research
possibilities in their own right

16. Emerging Media
o Nielsen BuzzMetrics
• Used extensively by television networks to monitor the “buzz”
that a program’s storyline is generating
• Provide measurement of consumer-generated media

17. Industry Trade Organizations
o Organizations that directly serve the industry:
• ANA – Association of National Advertisers
• 4As – American Association of Advertising Agencies
• AAF – American Advertising Federation
• AAA – American Academy of Advertising
• PRSA – Public Relations Society of America
• DMA – Direct Marketing Association
• IPR – Institute for Public Relations

18. Industry Trade Organizations
o Some of the key media organizations:
• TVB – Television Advertising Bureau
• RAB – Radio Advertising Bureau
• NAB – Newspaper Advertising Bureau
• IAB – Internet Advertising Bureau
• MPA – Magazine Publishers Association
• OAAA – Outdoor Advertising Association of America

19. Government and Nonprofit Organizations
o Federal Trade Commission (FTC)
• The major regulator of advertising for products sold in interstate
commerce
• A key source for ensuring that advertising message is fair and an
be substantiated
o Food and Drug Administration (FDA)
• Works with manufacturers on proper labeling and disclosure of
information
o Pew Research Center (http://pewresearch.org/)

20. Question
Answer&