Media and Media Planning Survey

Dr. John D. Leckenby (john.leckenby@mail.utexas.edu)

Professor at The University of Texas at Austin
Everett D. Collier Centennial Chair in Communication

Hyo-Gyoo Kim (hgkim@mail.utexas.edu)

Doctoral Student in the Department of Advertising
at The University of Texas at Austin

Part I. Questions regarding operations and the future in advertising agencies.

I-1. Please estimate what percentage each of the following media types occupy in the total amount of your advertising billings. Please divide 100% among the six categories.

I-2. How will the amount of expenditures on each media type mentioned below change in the next five years?

Part II. Questions regarding media planning

II-1. When your agency develops media planning, what effect would you forecast?

Media exposure effect (e.g., reach, frequency)
Advertising exposure effect
Interaction to advertising effect (e.g., banner clickthrough rate)
Psychological change effect (e.g., brand awareness, brand recognition and favorable attitude)
Action effect (e.g., Purchase rate and purchase repetition behavior rate)
Do not forecast the effects mentioned above
Other effect (Specify: )
     If you answered "Do not forecast the effects mentioned above", please skip to question II-14.
      Skip to Question II-14

Yes (If "Yes", please answer the questions below.)
        - Please specify the name of the model your agency uses.
         

        - Did this model originated in your agency?
          Original
          Other company's model (Please specify the name)
           

No (If "No", please answer the questions below.)
         - How does your agency forecast effects of media plan without the computerized model?
           

         - Would you tell us why your agency does not use computerized models?
         It would cost a lot to develop computerized model
         We do not have a enough knowledge to develop computerized model
         Reliable theory regarding psychological change effects is not yet been established
         Client does not request
         Others (Please specify:
            

         - Does your agency plan to use a computerized model within the next five years?
         Yes No Undecided
      If you answered "No, we do not use computerized models", please skip to question II-14.
      Skip to Question II-14

II-3. What estimation(s) can your agency computerized model make?

         Both of reach and frequency distribution
         Only reach
         Only frequency distribution
         Neither reach nor frequency distribution
     If you answered "Neither reach nor frequency distribution", please skip to question II-14.
      Skip to Question II-14

II-4. For which media-type schedule(s) do you use reach/frequency estimation methods?

II-5. Please check the following models to estimate reach and frequency distributions you are using in your agency.

II-6. Overall, how satisfied are you with your current reach/frequency distribution estimation methods?

II-7. How accurate would you guess your agency's reach/frequency methods usually are in their estimation compared with "actual" reach and complete frequency distribution?

II-8. How much improvement do you believe is needed in reach/frequency distribution estimation methods for each media-type schedule to which you apply these methods?

II-9. In what way(s) would you like to improve the reach/frequency methods your agency uses?                      

II-10. How important is it to you and your agency to assess the accuracy of the reach/frequency models you use?

         Very Important Not at all Important

II-11. How confident are you that you currently know the accuracy-level of performance of the reach/frequency estimation methods used at your agency?

         Confident Not Confident

II-12. Has your agency tested the accuracy of the reach/frequency estimation methods you use within the past five years?
         Yes No

       If you answered "Yes", with what did you compare the accuracy of the reach/frequency estimation methods your agency uses?
         Compared with "actual" survey data
         Compared with the result of other agency's estimation method
         Other (Please specify)
          

II-13. Which personnel are the major users of the estimated reach and frequency distribution results?

II-14. For each of the factors listed in the table below, please check in the first column if the factor is used by your agency in the evaluation of alternative media schedules.
Then, for these factors used, please indicate the degree of importance you place on the factor.

II-15. How would you define effective reach?

Part III. Questions regarding media planning for Interactive media

III-1. Please check one item below to indicate the extent to which you believe media planning for interactive media (e.g., the internet www) is more like that in traditional media planning or more like the activities conducted in direct marketing and advertising.

         Traditional Media Planning Direct Marketing/Advertising

III-2. Please indicate what you believe the major difference would be between a traditional advertising media planning process for the internet www and a direct marketing/advertising approach.

III-3. Please rank order (from 1 to 7) the following possible elements of a banner placement process by giving a "1" to the most important, a "2" to the second most important, and so forth (all noted with respect to the target audience)

1 2 3 4 5 6 7 Banners placed in media vehicle sites providing highest clickthrough rate
1 2 3 4 5 6 7 Media vehicle sites selected based upon highest online purchase rate
1 2 3 4 5 6 7 Banners placed in media vehicle sites providing the highest unique visitor rate
1 2 3 4 5 6 7 Banners placed in media vehicle sites providing highest visitor duration rate
1 2 3 4 5 6 7 Banners placed in media vehicle sites providing the highest page-view rate
1 2 3 4 5 6 7 Banners placed in media vehicle sites providing the highest hit rate
1 2 3 4 5 6 7 Other (please specifiy):

Part IV. Questions regarding you and your company

IV-1. Please give the name of your company.   
         

IV-2. Please give the title of your position.
        

IV-3. Would you like to receive a copy of these results?
         Yes No

- If you answered "Yes", please write down your email address and name.                                                           

Thank you !