Using Media and Market Research

Programme Objective:

To accurately and comprehensively request and use marketing information to strengthen sales proposals.

Programme Learning Outcomes:

  • I can explain what information is available from all key industry research sources available to my organisation.
  • I can use research jargon and terminology accurately and in the correct context.
  • I can comprehensively identify what research information I should have prior to making a pitch and for what reasons.
  • I can submit an accurate and specific brief to enable marketing services to provide the key data required and to identify any useful additional information.
  • I can request and use schedules to build the case for series / campaigns, packages and to sell against competitor newspapers.
  • I can request and use TGI cross tabs to help me to identify target audiences and sales opportunities.
  • I can explain what geodemographics are and how to use them as a sales tool.
  • I can explain how other media measure audiences and use this information to help me to sell

Prior Learning /Competencies Required by Participants:

Participants should have attended, or be able to demonstrate the competencies defined for Using Industry Research

Programme Resources

Session Plan

Slides with complete Trainers Notes

Exercises with instructions for use

*USING MEDIA & MARKET RESEARCH has been developed for use  with print and online products.

If you would like a similar Programme for use with a different media channel please contact us.

The Byrne Partnership is a limited company registered in Scotland. Registered Number: 132021.