 Media market analysis, a la M&K.
McHale & Koepke conducted trade advertising research for Little Giant's ten main competitors for the calendar year of 2008. We reviewed 35 leading industry trade books that serve the water, wastewater, plumbing and HVAC audiences. Back issues were obtained for each magazine. We then evaluated each one for competitor ad placements, ad size, book position and frequency. Tear sheets were included for every ad placed by every competitor and total spend was calculated based on a rate for number of insertions. Results were broken down in two ways: by competitor, and by magazine.
The advantage
So what's the big advantage of this big undertaking? The power of knowledge. The analysis not only revealed how much money was spent by each competing company – a statistic that sometimes can be directly connected to market share – it also told our client, Franklin Electric, where competitors were advertising, when they were advertising, and what they were advertising to what market. It's the kind of information that will prove invaluable as Franklin Electric fine-tunes its print advertising strategies for the coming year. |
