MEDIA RESEARCH RESOURCES:
We know that each market is different, and we make it a point to understand the markets we buy. We partner with the media. We subscribe to a vast variety of resources.
All research tools are utilized to evaluate your market, your customer, your
competition in order to make the best recommendations.
Media Market Guide
(SQAD/SPARC)
SRDS
CMR/Miller Kaplan
Census data
Auto Count USA
Nielsen TV data
Arbitron Radio data
Scarborough qualitative data
Smart Plus scheduling tools
Smart Plus media mix
MEDIA PLANNING AND BUYING STRATEGIES:
The Carrera Benchmark Plan:
To ensure your schedule delivers results we utilize Reach and Frequency Goals that we have found to be critical for success:
“Benchmark” reach goals will vary by market and population base.
“Benchmark” frequency goals are consistent to every market large or small, and are the same for radio and television.
Minimum weekly frequency for a schedule is a 3.0
Each station should have a minimum 3.0 frequency for campaign total.
Ideal weekly frequency 5.0 or higher.
To determine Primary media selection we analyze all media to determine which we can most cost-effectively buy to achieve these benchmarks. Budget allowing, we then will expand the media mix.
Station selection based on qualitative as well as quantitative information. |
