Media Research Outcomes 2007
Having conducted initial exploratory research in 2006 to identify the key areas of interest to corporate members, 2007 was a year of preparatory activity. Our main focus was on accessing relevant media data, and recruiting the research staff to investigate the big questions. We have been successful in gathering an extensive range of data, to support our research agenda.We are currently working towards a number of key outputs for 2008 in the following areas:
- The Media Mix (how to allocate dollars across media in terms of meeting sales and reach/frequency objectives);
- New Media (how is it different);
- Budgeting (how much to spend on media);
- Scheduling and Timing (when to advertise); and
- Media Metrics (how do we measure media effectiveness).
We produced 3 corporate member seminars and a Masters’ thesis in 2007.
