AMB319 Lecture Notes - Lecture 2: Media Market, Roy Morgan Research, Transmedia Storytelling
13 Aug 2018
School
Course
Professor
Document Summary
Promotional requirements: short or long term promotions can complement any advertising campaign. Interpreting roy morgan data: v% = total number of people who do something. Ix (index) - compares particular audience against australian population: aus pop will always be 100 (if audience index is over 100, they are more likely than the. Aus pop to do something), look for indexes over 100. If the index is less than 90 or over 110 only report then, anything else is not a significant enough difference. Write in first person telling a little story about what the audience does (one person). What they like doing and how much they earn, what"s important to them, what does their daily life look like. Sales in qld are 20% of national sales. The population of qld represents 15% of total population of aus. If the bdi is above 110 then the figure suggests the brand is performing well.
