07
FEB
2011
Tools
Tags: Tools
Author: Media House

Tools to be used for strategic planning and optimization of tactical solutions:

GPS– is a suite of tools designed to help set communication goals and create a solutions and plans which will deliver.
  • GPS Benchmark: Helps set up the level of effective reach and GRPs, analyzing TV campaigns of competitors. Helps to determine the effective reach and communication level of specific types of  TV campaigns.
  • GPS Frequency:  Helps to decide how often  a brand’s advertising message should be exposed
  • GPS Strategy: Helps to translate marketing objectives into a communication strategy
  • GPS Phase: Helps to make decisions about the best time of year to advertise the brand
  • GPS Budget: Helps to make decisions about right amount of money to spend and how loud a brand should to get results in its market
  • GPS Target: Helps to understand where the greatest growth potential  lies for brand
 
SalesEdge– is a TV Plan optimization tool.  Helps to increase the effectiveness and accountability of media planning functions and improve the efficiency of the media buy. Helps to optimize timing, phasing and weight of TV laydownto achieve maximum Sales Effective Cover.
 
ChannelEdge- Tools that help to determine the best communication channels according to the given marketing and communication objectives. Helps to calculate the optimal communication channel mix.
 
WebKarma– is modeling tool that helps to determine the total reach across TV and web based campaigns.
 
AdvantEdge– is a suite of TV audience measurement,  campaign control, activities monitoring of competitors  tools.
 
  • Analysis- Ensures simple and convenient TV clip, advertisement break, channel audience and airtime data analysis.
  • Karma: Ensures TV campaign strategic planning, i.e. optimal TV channel and time division.
  • Benchmark: Determines the intensity of a particular campaign and product versus other campaigns and products.
  • Manager:  Ensures the planned TV campaign control during the campaign as well as forecast the planned reach of audience.
 
Crossmedia–  helps to increase the effectiveness and accountability of the media planning function, and improve the efficiency of the media buy. Helps to optimize phasing and weight of laydownsfor multiple media to achieve maximum Sales Effectiveness, using combination of market specific Audience survey, media and brand data and brand specific consumer response parameters. 
 
BudgetEdge  -  helps to improve the process of setting a brand’s budget, based on Absolute spend (ratio), SOV vs. SOM and tasks, with possibility to determine a budget based on the parameters of competitingbrands .
 
AllocatorEdge–  Allocator Edge has been designed to improve the allocation process across markets, products or other groups. It incorporates all relevant business, media and strategic factors into the decision process. 
 
Parameter guide – simplifies the process of estimating the  parameters to be used in TV Plan optimization tool. It comprises of 5 functions, representing how advertising works: Effective Frequency, Recently Frequency, Recently period, Memory Decay, Habit Sales Decay.
 
K2  -  Is optimizer tool for TV campaigns. Helps to find the best possible channel, time zone mix to reach campaign goals.
 
 
Tools to be used for media planning and optimization
 
SINERGY– radio planning program, that:
Automatically prepare template with particular audience data and prices.
Selects the most efficient spots for advertisements according to priori set criteria.
Ensures the summary of radio plan parameters as well as divides the summary according to different perspectives (time, budget, audience and price).
 
BREAKER– TV planning program that combines knowledge and experience of Media House employees. Program ensures:
•Template with audience data as well as TV airtime buying terms.
•Selects the most efficient spots for advertisements according to priori set criteria.
•Automatic summary of TV plans.
•The necessary template for booking TV airtime for each and every TV channel.
•Post-campaign reports with data about actual audience achieved.
 
Tools to be used for media audience data processing and consumer research
•InfoSys–TV audience data processing.
•Galileo– Printed press and internet audience data processing.
•Supernova– Radio audience data processing.
•Gallup AdFacts– Advertisement registrar data processing.
•GemiusExplorer– internet audience data processing.
•TNS Atlas™ – consumer research about final, long lasting products’ awareness and usage. As well as research about shopping habits and choice of retail shops, Lifestyle Opinion (120).
•Outdoor Impact -  Out-of-home media measurement for 3 Baltic capitals.
 
Special researches
•InsightLab–  the special Media House created space for thought sharing and discussions on the internet – a qualitative way of obtaining information and depth research of consumer behavior in a relatively short period.
•Attitude dynamics measurements  - during the study association and attitudes in general of respondents will be identified. Obtained data will show us influence of used creative solutions and  communication formats to attitude towards the brand.
•The econometric measurements –  identify the effectiveness of investment in various media groups, in one or more campaigns in relation to the business results.
•Magazines content study –   helps to select most appropriate magazine for brand by context.
•Promotional materials pre-test – helps to increase advertising campaign  efficiency, using knowledge of advertising material comparative visibility and making significant changes in the advertising campaign plan or in the visual design
•Pre and Post campaign research – helps  to evaluate the advertising campaign and the performance of it throughout the time it ran, determining the actual level of remembrance
 
 

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