Secondary Data

[abhishreshthaa]

Secondary Data

• In April 1991, Buick and its advertising agency, McMann-Erickson Worldwide, launched its new Roadmaster station wagon with a revolutionary new advertising approach.
  
• A major component of the advertising for Roadster is a print campaign with ads appearing in Time, Newsweek, U.S. News. & World Report, People, Sports Illustrated, Entertainment Weekly, and Money.
  
• However, not all subscribers will see these ads. In fact, only 4,940 of the more than 40,000 ZIP codes in the United States will receive the ads. Subscribers is these ZIP codes will not only have a chance to see the ads, their magazines' will come with a personal addressed card inviting them to send for more information on the Roadmaster.
  
  
  
• The target households, which are located mainly in affluent suburbs in the Northeast and Midwest, represent less than 20 percent of US households. However, these households buy over 50 percent of all large Station wagons.
  
  
• Buick was able to select the appropriate ZIP codes by using McMann-Erickson McMapping database.
  
• McMapping is based on data from several syndicated sources as well as the U.S. Census.
  
  
• It describes ZIP codes (and larger areas) in terms of standard demographics, values, primary lifestyle and media use.
  
  
• It works by matching the characteristics of the firm's target market with the characteristics of ZIP code residents.
  
• McMapping does more than simply allow precise targeting of ads and efficient media buys.
  
  
• It also helps develop effective commercials. For example, a traditional system might describe the typical buyer of a specific pickup truck as a mate between 25 and 54 with a household income of $30,000.
  
  
• The McMapping profile might add such information as he lives alone, owns a dog, likes sports which he often watches on cable with friends in a bar, and has a very macho self image.
  
  
• Obviously, this added information would be invaluable in developing effective ad copy.

In a few short years the increase in the number of commercially available databases and of computers on which to access them have brought about dramatic changes in the utilization of secondary data.

 

[jamescord]

Secondary Data

• In April 1991, Buick and its advertising agency, McMann-Erickson Worldwide, launched its new Roadmaster station wagon with a revolutionary new advertising approach.
  
• A major component of the advertising for Roadster is a print campaign with ads appearing in Time, Newsweek, U.S. News. & World Report, People, Sports Illustrated, Entertainment Weekly, and Money.
  
• However, not all subscribers will see these ads. In fact, only 4,940 of the more than 40,000 ZIP codes in the United States will receive the ads. Subscribers is these ZIP codes will not only have a chance to see the ads, their magazines' will come with a personal addressed card inviting them to send for more information on the Roadmaster.
  
  
  
• The target households, which are located mainly in affluent suburbs in the Northeast and Midwest, represent less than 20 percent of US households. However, these households buy over 50 percent of all large Station wagons.
  
  
• Buick was able to select the appropriate ZIP codes by using McMann-Erickson McMapping database.
  
• McMapping is based on data from several syndicated sources as well as the U.S. Census.
  
  
• It describes ZIP codes (and larger areas) in terms of standard demographics, values, primary lifestyle and media use.
  
  
• It works by matching the characteristics of the firm's target market with the characteristics of ZIP code residents.
  
• McMapping does more than simply allow precise targeting of ads and efficient media buys.
  
  
• It also helps develop effective commercials. For example, a traditional system might describe the typical buyer of a specific pickup truck as a mate between 25 and 54 with a household income of $30,000.
  
  
• The McMapping profile might add such information as he lives alone, owns a dog, likes sports which he often watches on cable with friends in a bar, and has a very macho self image.
  
  
• Obviously, this added information would be invaluable in developing effective ad copy.

In a few short years the increase in the number of commercially available databases and of computers on which to access them have brought about dramatic changes in the utilization of secondary data.

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