新生代-江中草珊瑚市场与媒体分析报告.pptVIP

* In this basic analysis we have taken the brand抯 users and compared their media consumption. The consumption figures are shown indexed versus the population. So we am looking for media with an index higher than 100 - the media that the brand抯 users have a higher propensity for... In this example, Cinema stands out with an index of 124. * As we said, the figures from the crosstab allow us to do many things with the data. We have tried to apply our experience, particuarly in media and also from a account planners?perspective to come up with some examples. Subscribers will use the CMMS data in different ways depending on their business and job function. Even the creative dept could use this data, although I have not touched upon this here. We are illustrating three areas where you can apply the data. The first area is defining your target. For a long time the only source of information about a brand抯 users was the client. And I am sure many clients wished they had more information. With CMMS there is an opportunity for the media planners to share findings from CMMS with the client and hopefully produce better target descriptions, therefore better campaigns and ultimately more succesful brands. * The second area is obvious to media planners buyers. However it is worth re-stating that CMMS is a multimedia - single source study. This allows us to compare consumption across media and relate that to our brand抯 users. * As we said, the figures from the crosstab allow us to do many things with the data. We have tried to apply our experience, particuarly in media and also from a account planners?perspective to come up with some examples. Subscribers will use the CMMS data in different ways depending on their business and job function. Even the creative dept could use this data, although I have not touched upon this here. We are illustrating three areas where you can apply the data. The first area is defining your target. For a long time the only