Multimedia Expert

Training Tip on Using Your Scarborough Data: Exercise #24

How well do your Account Executives know your audience and your competition's audience qualitatively? Can they talk intelligently with their clients about all their media choices?

Instructions for the Leader:

Step 1:
Predetermine a product category, such as automotive, that you want your AEs to work with. Assign each AE to one of following teams:

Team 1: Radio
Team 2: Newspaper
Team 3: Cable
Team 4: Internet
Team 5: Yellow Pages

Step 2:
Have each team run a competitive media profile on the assigned product category and the medium they were assigned. You may want to put a time limit on this exercise.

For example, the profile report for the Radio Team would include:

WHO = New Vehicle Buyers
WHAT = Radio Stations Listened To

Under Radio Usage: Radio formats listened to, dayparts listened; media quintiles; Have satellite radio, Plan to buy satellite radio, Listen to radio, Subscribe to cable TV, Do not subscribe to cable, etc.

Step 3:
Discuss the competitive media findings for the product category and decide, as a group, which media make the cut and why.

Suggested Online Courses

If your reps need more help with this topic, they may want to take:

Scarb 104—Focus on the Client
Scarb 301—Multi-Media Measures in Scarborough

To register, go to www.ArbitronTraining.com

For more information on Scarborough, go to www.Scarborough.com

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