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Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program 10. Media Planning and Strategy Filter Total Sample Sample 21452 ‘(000) 202447 Regular Cola (Not Diet)- Drink? YES Heavy Users Medium Users Light Users Sample 13820 415 2521 9802 ‘(000) 141102 5610.93 28022.6 97006 Vertical 100.00% 100.00% 100.00% 100.00% Horizontal 69.70% 2.77% 13.84% 47.92% Index 100 100 100 100 SEX: MALE Sample 9538 6634 235 1324 4666 ‘(000) 97199.5 71224.6 3238.06 15000.3 48607.6 Vertical 48.01% 50.48% 57.71% 53.53% 50.11% Horizontal 100.00% 73.28% 3.33% 15.43% 50.01% Index 100 105 120 111 104 SEX: FEMALE Sample 11914 7186 180 1197 5136 ‘(000) 105248 69877.4 2372.87 13022.4 48398.4 Vertical 51.99% 49.52% 42.29% 46.47% 49.89% Horizontal 100.00% 66.39% 2.26% 12.37% 45.99% Index 100 95 81 89 96 AGE: 18–24 Sample 2017 1550 97 388 968 ‘(000) 26148.3 20700.6 1522.87 4904.96 13146.1 Vertical 12.92% 14.67% 27.14% 17.50% 13.55% Horizontal 100.00% 79.17% 5.82% 18.76% 50.28% Index 100 114 210 136 105 AGE: 25–34 Sample 2918 2176 67 446 1501 ‘(000) 38580.7 30089.7 1430.86 6509.51 19703.8 Vertical 19.06% 21.33% 25.50% 23.23% 20.31% Horizontal 100.00% 77.99% 3.71% 16.87% 51.07% Index 100 112 134 122 107 AGE: 35–44 Sample 4547 3042 79 564 2162 ‘(000) 45760.3 32541.8 805.978 6585.31 22802.8 Vertical 22.60% 23.06% 14.36% 23.50% 23.51% Horizontal 100.00% 71.11% 1.76% 14.39% 49.83% Index 100 102 64 104 104 AGE: 45–54 Sample 4722 2979 80 547 2132 ‘(000) 36552.8 24895.1 976.554 5069.16 17142.1 Vertical 18.06% 17.64% 17.40% 18.09% 17.67% Horizontal 100.00% 68.11% 2.67% 13.87% 46.90% Index 100 98 96 100 98 AGE: 55–64 Sample 3110 1907 45 318 1390 ‘(000) 22980.8 14994.6 469.025 2617.5 10849.2 Vertical 11.35% 10.63% 8.20% 9.34% 11.18% Horizontal 100.00% 65.25% 2.00% 11.39% 47.21% Index 100 94 72 82 99 AGE: 65+ Sample 4138 2166 47 258 1649 ‘(000) 32424.2 17880.1 414.636 2336.19 13362 Vertical 16.02% 12.67% 7.39% 8.34% 13.77% Horizontal 100.00% 55.14% 1.28% 7.21% 41.21% Index 100 79 46 52 86 AGE: 18–34 Sample 4935 3726 164 834 2468 ‘000) 64729 50790.4 2953.74 11414.5 32849.9 Vertical 31.97% 36.00% 52.64% 40.73% 33.86% Horizontal 100.00% 78.47% 4.56% 17.63% 50.75% Index 100 113 165 127 106 AGE: 18–49 Sample 11918 8336 287 1671 5764 ‘(000) 129634 96569.7 4349.01 20484.1 64875.3 Vertical 64.03% 68.44% 77.51% 73.10% 66.88% Horizontal 100.00% 74.49% 3.36% 15.80% 50.05% Index 100 107 121 114 104 AGE: 35–49 Sample 6983 4610 123 837 3295 ‘(000) 64905.3 45779.4 1395.28 9069.66 32025.4 Vertical 32.06% 32.44% 24.87% 32.37% 33.01% Horizontal 100.00% 70.53% 2.15% 13.97% 49.34% Index 100 101 78 101 103 AGE: 25–54 Sample 12187 8197 226 1557 5795 ‘(000) 120894 87526.6 3213.4 18164 59648.7 Vertical 59.72% 62.03% 57.27% 64.82% 61.49% Horizontal 100.00% 72.40% 2.66% 15.03% 49.34% Index 100 104 96 109 103 AGE: 50+ Sample 9534 5484 128 850 4038 ‘(000) 72812.9 44532.3 1261.92 7538.5 32130.7 Vertical 35.97% 31.56% 22.49% 26.90% 33.12% Horizontal 100.00% 61.16% 1.73% 10.35% 44.13% Index 100 88 63 75 92 HIGH SCHOOL - 12 YEARS (GRADUATED) Sample 6330 4334 156 828 3067 ‘(000) 69022.9 50021.6 2343.45 10345.5 33973.3 Vertical 34.09% 35.45% 41.77% 36.92% 35.02% Horizontal 100.00% 72.47% 3.40% 14.99% 49.22% Index 100 104 123 108 103 COLLEGE- 4 YEARS (GRADUATED) Sample 3494 2145 37 345 1569 ‘(000) 25136.4 16638.5 281.425 2964.29 12050.7 Vertical 12.42% 11.79% 5.02% 10.58% 12.42% Horizontal 100.00% 66.19% 1.12% 11.79% 47.94% Index 100 95 40 85 100 DID NOT GRADUATE HIGH SCHOOL Sample 2196 1527 78 325 1021 ‘(000) 32884.4 24128.2 1528.37 5285.51 15608.2 Vertical 16.24% 17.10% 27.24% 18.86% 16.09% Horizontal 100.00% 73.37% 4.65% 16.07% 47.46% Index 100 105 168 116 99 ATTENDED COLLEGE (1–3 YEARS) Sample 4915 3201 84 574 2297 ‘(000) 42788.9 29502.1 970.031 5565.53 20926 Vertical 21.14% 20.91% 17.29% 19.86% 21.57% Horizontal 100.00% 68.95% 2.27% 13.01% 48.91% Index 100 99 82 94 102 Employed Male Sample 6863 4962 173 1020 3477 ‘(000) 69831.6 53300.2 2421.39 11075.3 36505.1 Vertical 34.49% 37.77% 43.16% 39.52% 37.63% Horizontal 100.00% 76.33% 3.47% 15.86% 52.28% Index 100 110 125 115 109 © The McGraw−Hill Companies, 2003 Figure 10-4 Market research profile of cola users 307 Chapter Ten Media Planning and Strategy
308 Part Five Developing the Integrated Marketing Communications Program Belch: Advertising and Promotion, Sixth Edition Figure 10-5 Cellular phones purchased in the past year—MRI report V. Developing the Integrated Marketing Communications Program 10. Media Planning and Strategy © The McGraw−Hill Companies, 2003 data in Figure 10-5 show that people in the age groups 45–54, 35–44, and 25–34, respectively, are more likely to purchase cellular phones than those in the other age segments, as are those with a household income of $40,000 or more. Most occupation groups are users, though executives/managers and professionals are more likely to be. College graduates also have a high index. Depending on their overall strategy, mar- 3.1% of all adults purchased a cellular phone in the past year. Of this group, women account for 51.1%; 36.4% graduated from college; 26.0% are age 25 to 34; and 15.1% have $50,000 to $59,999 household income. Members of this group are 62% more likely than average adults to have purchased a cellular phone in the past year. Population (000) Percent of Base Base: All adults 5,863 3.1% Percent of Target Index Men 48.9 102 Women 51.1 98 Household heads 54.3 89 Homemakers 58.9 95 Graduated college 36.4 176 Attended college 29.8 112 Graduated high school 26.7 79 Did not graduate high school 7.2 38 18–24 11.9 92 25–34 26.0 117 35–44 27.7 128 45–54 20.5 132 55–64 9.2 82 65 or over 4.6 28 18–34 37.9 108 18–49 78.1 119 25–54 74.3 125 Employed full-time 74.8 137 Employed part-time 10.8 112 Sole wage earner 15.3 87 Not employed 14.4 40 Professional 16.1 166 Executive/admin/managerial 15.5 172 Clerical/sales/technical 26.6 141 Precision/crafts/repair 9.4 132 Other employed 18.0 92 H/D income $75,000 or more 38.5 239 H/D income $60,000–$74,999 15.7 162 H/D income $50,000–$59,999 15.1 162 H/D income $40,000–$49,999 13.5 119 H/D income $30,000–$39,999 8.5 62 H/D income $20,000–$29,999 5.0 33 H/D income $10,000–19,999 3.2 22 H/D income less than $10,000 0.4 4
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