Media and Advertising Research

From the humble beginnings of newspaper advertising in the seventeenth century through to the dawn of the internet, resulting in many new advertising opportunities, the world of the advertising industry has never been as diverse as it is today.

A lesson we have learned from all the market research we have carried out on advertising effectiveness over the last ten years is that media advertising in its traditional sense no longer carries the clout it used to.  Business managers are bombarded by communications and it is not surprising that many of them are dazed and confused. 

New media has appeared on the scene and traditional media such as print and the television have suffered as a result of these changes. Because they have had such a large share of the communications market in the past, it is inevitable that they are the losers at present.  It is also important to remind ourselves that these traditional media tend to be the most expensive parts of the communication mix.  New media is generally less expensive, even though it is more experimental and uncertain.  Print publication titles have embraced the internet to enhance their overall media footprint but have they done this at the risk of cannibalising their core businesses?  The battleground between different types of media has intensified.  

The explosion of media options open to today’s advertisers means that its influence nowadays is more significant than ever. Whether you are looking for insights into TV, radio, print, direct mail, interactive or cross-media research, the team at B2B International can help you.

Clients we have carried out media research for in the past 2 years include: Yahoo!, Trinity Mirror, News International, Orange, Channel 4, ITV, McCann Erickson and the EIAA. 

Whether it is testing the price sensitivity of UK SMEs and their advertising spend in newspapers, testing the effectiveness of your latest direct marketing campaign throughout the US or understanding the future allocation of media buyers’ advertising budgets throughout the UK, Spain, Italy, Netherlands, France and Germany, B2B International can help you.

For more information, contact our Media Research Team.