Advertising Support

Advertising sales strategies are changing at a dynamic pace. Is your team properly prepared to compete in the new marketplace? Do you have the right information to position yourself against the new competition? Are you keeping your long-term advertisers properly educated on the value and strengths of your product versus the emerging media? MORI answers these questions everyday with a portfolio of advertising support products guaranteed to help you succeed in the new media arena.

Advertising Effectiveness: Is there an advertising category that is not meeting your expectations? MORI can conduct an advertising study targeted to areas of weakness within that advertising category. The NAA has turned to MORI to conduct award-winning efforts to monitor newspaper recruitment advertising franchise and to document newspapers enduring ability to reach the “thin market” that exists for most consumer goods.
Zonefinder™: We look specifically at reader interest and advertising usefulness among residents of the market. We determine and weigh the balance between editorial and advertising interests among readers to make the zone very personalized to the typical reader. Zonefinder is the only methodology available that successfully combines editorial and shopping information to maximize reader satisfaction with the zoning strategy.
Advertising Satisfaction Studies: This key module pinpoints key advertisers needs to minimize lost revenues and determine critical areas of opportunities to strengthen the partnership and increase advertising revenues.
Actions Taken Because of Advertising: Many of our clients include a battery of questions asking ways readers have responded to advertising. In one recent study, we found that about 95 percent of adults in the market had used the paper’s advertising in the previous year. The point, of course, was that the newspaper was the only medium in the market with that kind of impact.
Documenting Effectiveness: The study will identify use of different media as sources of advertising information. For various consumer categories, the respondent will identify which medium is the best source for advertising information. Pinpointing strengths and weaknesses is of strategic value, especially if results are trended across markets and in subsequent studies in the same market.
Effectively Selling With Research: We strategically work with our clients to effectively utilize our findings. This may include being “the industry expert” speaker at an advertiser seminar to help stimulate the market or going out with the sales team to meet with key advertisers and review the findings.
Key Advertisers Feedback: MORI will conduct one-on-one executive interviews with key media buying decision makers to help our clients understand “what’s on the mind” of their crucial clients. This is also a great avenue to gain feedback on new product development and strategic plans.