Media Consumption & Advertising Visibility Among Target Demographic

Group: Young Adults

James McCormack

Ricciardi College of Business

Bridgewater State College

WHAT MEDIUM DO WE SPEND OUR MARKETING BUDGET ON?WHERE CAN WE FIND THE TARGET MARKET OF YOUNG ADULTS?

Problem Statement

Statement of Purpose

This research is being conducted in order to determine where a limited marketing budget’s promotions should be placed to reach the target market, young adults, to make them aware of the organization and the organization’s offerings.

OBJECTIVEWhat medium is the target segment using? Where will the marketing promotions reach the target? Where should the advertising budget be allocated?

Secondary Data

Web Advertising Eclipsed Newspapers in 2010

• Web adv. Up 15% $26B• Newspapers

$22.8B• Cable TV

$22.5B• Broadcast TV

$17.3B• Radio

$15.3B

According to Wall St. Journal & PricewaterhouseCoopers

6

Adob

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verti

sing

Sur

vey

Adob

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verti

sing

Su

rvey

Baynote Study of Online Purchases

“Paper catalogs influenced 81.9% more in-store purchases and 42.9% more online purchases than Facebook”

Email and Online Ratings were the most influential purchase drivers for online and in-store purchases.

The Survey

Young adults were surveyed on media consumption/usage on websites,

reading newspapers and magazines

Data Collection

• Survey was developed, using paper and and then online surveys.

• Data was collected once a year over a three year period, 2008-2010.

• College students were asked to anonymously take the survey.

• Average respondent population was 75-100 per year.

Sample Survey Questions

• Have you heard of or have an awareness of any of the following publications?

• Have you read any of these publications in the last week?/Last Month?

• Which sections of the newspaper do you read or find valuable?

• Where do you go to get news information?• Where do you go to get entertainment information?• Which websites have you visited this week?• Do you value newspapers?/Magazines?/Websites?• Do you trust ads in newspapers?/Magazines?/Websites?

The Data Results

What source do you use to get news information?

Newspap

er

magazi

ne TVRad

io

Websit

esBlogs RSS

Twitter

Face

book

MyS

pace

Linke

dIn

delicious

digg0.0%

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

Please check any of these publications that you have hear of or are aware of.

Boston Globe

NY Times

Boston Heral

d

Boston Phoenix

NY Post

Boston Busin

ess Jo

urnal

The Metro Stu

ff

USA Today

The Impro

per Bosto

nian

In Newsweekly

Village

Voice0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

Please check any of these publications that you have read some part of in the last week?

Boston Globe

NY Times

Boston Heral

d

Boston Phoenix

NY Post

Boston Busin

ess Jo

urnal

The Metro Stu

ff

USA Today

The Impro

per Bosto

nian

In Newsweekly

Village

Voice0.0%

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

List websites that you have visited in the past week

Face

book

hulu.com

TMZ.c

om

drudge

report

MyS

pace

YouTube

Wiki

pedia

DailyK

oz.comGoogle

digg.co

m

flickr.c

om

USAToday

.comYah

oo

delicious.c

om

orkut.c

omM

SN

NYTimes.c

om

amazo

n.com

Boston.co

m0.0%

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

How often do you read the newspaper?

Weekly19%

Monthly9%

Less Than Monthly48%

Not at all24%

Frequency

Daily Internet UseHow many hours per day are you online?

33%

62%

5%

Hours Online

< 1 Hour1 -< 3 Hours3 - < 6 Hours6 + Hours

Do you read any newspaper’s websites?

Yes; 81%

No; 19%

Are newspapers valuable to you?

Yes; 57%

No; 43%

Do you value the ads in newspapers?

Yes33%

No67%

Value Ads?

Do you trust the ads in newspapers?

Yes71%

No29%

Trust Ads?

Do you value ads on web sites?

Yes29%

No71%

Value Web Ads?

Do you trust the ads on web sites?

Yes10%

No90%

Trust Web Ads?

Analysis

Media usage is shifting, but traditional media is still valuable

An integrated marketing plan that uses multiple media platforms is important in marketing.

In order to get noticed in a crowded media space, marketers must use online media.

In order to build credibility, marketing must use advertising in traditional media.

Recommendation

Move more marketing budget to online, social media and mobile platforms to gain attention while reserving some budget for marketing in traditional media for credibility.

The message for all campaigns across integrated marketing channels must be coordinated and consistent so that the target will identify the company across all media channels.

The Take Away• Online or In Decline

– Marketers have to integrate and use online marketing channels to get attention and notice, choose the right channels for target

• Seven Touches– The rule of multiple interactions across

multiple channels with the consumer remains. Marketers need to use multiple platforms, including traditional media to maximize reach and build credibility

Limitations

• Limited audience in size, geography, age and scope

• Data is aging while media are changing rapidly• Focus was on traditional media consumption,

not usage• No detail on radio or TV usage

Proposed Research Opportunities

• Extend the research• Expand the audience• Increase questions online, reduce media outlets

with more focus?• Expand questions for online media usage?• How are each media used, and how often?• Do some channels serve a narrower focus?• Follow up interviews for more qualitative data• Are the differences in media usage statistically

significant enough to make an impact?

Future Research Questions

• Which social media works best for each marketing objective?

• How do consumers use SM in consumer buying behavior? Does SM influence consumer buying behavior?

• How does SM amplify WOM?• How can SM be used to increase brand loyalty and

brand enthusiasts?• What is each SM best used for in MarCom?• Can a best practice model for IMC be created?