Media Research

Media 360 Toolbox

Media 360° Toolbox is an Ipsos media brand product group. The Media 360° Toolbox modules give an answer to the question of how the media - as a brand - is operating in comparison with the competitors. It helps in getting to know the strengths, the weaknesses, the brand value, the substitutability and the acceptance of the price of the given medium.

  • What does it give to media owners: optimised brand value
  • What does it give to media planners: optimal media mix support
  • What does it give to the advertisers: effective advertising costs (Return on Investment – ROI)


Defining the operation, the impacts and the effectiveness of the media and – parallel with this – optimising the Return on Investment (ROI) and the ideal media mix requires a more and more complex approach by all players of the communication industry (advertisers, media owners, agencies, research companies).

The Ipsos Media 360° Toolbox – covering all standard research methods applied at an international level – offers a solution to these new challenges. Impact 360° surveys the effectiveness of various media tools. Brand Personality 360° and Brand Health 360° provide the clients with a considered judgement of, as well as a diagnosis and a market situation survey of media brands. Price 360° covers changes in product prices and their impact on the market. PSM 360° offers assistance in determining the price level of new products.

An effective tool for managing media brands. It is recommended in any phase of the life cycle of brands.

  • Before marketing strategic decisions
  • Brand positioning
  • Exploring a market niche
  • Brand optimisation
  • Analysis of the variables determining the competitive edge of the brand

                            
A modularly structured research. The modules are as follows:

To work out a positioning strategy

Main components: brand personality, external design of the brand, positioning attributes

To explore brand value and buyer loyalty, to determine the competitive edge

Main components: Brand Loyalty, Brand Equity, Involvement

Effectiveness survey of multimedia campaigns, developed for media planners and buyers

Building a complex effectiveness model

Based on: Reach, Recall/Recognition, ROI

Philosophy: knowing the Rating-value is no longer enough for the media mix regarded as effective today

An effective tool for price positioning

The price is analysed in interaction with other marketing mix elements

Building a simulation model: the frequency of purchases is forecast for various product offers and price levels

Main components: price flexibility, interaction between competitors, purchase situations


For more information, please contact: Tamás Perjés (476-7713, tamas.perjes@ipsos.com)