I’m trying to learn for my Marketing class and I’m stuck. Can you help?
1. Read this Case Study, and briefly respond to the questions asked at the bottom.
Jessica Lynn is the Director of Research for a TV duopoly in a medium-size southeastern market. Lynn has access to a variety of research data, includ- ing the Nielsen local report as well as qualitative reports from Simmons and VALS. Yet Jessica was convinced they were missing data from the reports, so she scheduled a meeting with her Station Manager, Mark Schwartz, to discuss the matter.
“I’m not suggesting we drop any of these efforts, but that we consider putting some resources into doing our own local research,” she began. “According to Nielsen, we have few younger people in the 18 to 25 demo- graphic watching any television outside of prime time, and our Rentrak data confirms this trend. As such, several key advertisers targeting this demo are reluctant to buy time in other dayparts.”
Schwartz trusted the instincts of his Research Director; she had proven to be a valuable asset in her time with the stations. “OK, I’ll find some funds to get you started, but it won’t be much—maybe around $15,000 max,” said Schwartz. “You are going to have to do this with limited resources until we see some tangible results. What’s your plan?”
Take the role of Lynn and generate some ideas to collect some low-cost research data for the stations that could tap into the viewing preferences of the 18–25 demographic. What are some possible options? What methodologies might be considered to obtain some data? How could the Internet and other digital platforms be used to acquire the data the manager is interested in?
2. I want to be a media industry manager. What is the concept of this profession and explain the answer.
3. As a consumer, what kind of internet and digital advertising is the most influential ? Which type of ad would most likely compel you to interact with it (i.e: click on it, purchase from it, read it, etc.)? Why?
