Market research

Experience in market research

Research types and methodology

Special studies

For the music market

For periodicals

Audience for outdoors ads

Technical resources

Receivables format

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Special studies for periodicals

Specially for periodicals and publishing houses RPRG offers the following research projects:

1. Analysis of the edition’s advertising activity.
2. Analysis of the market of advertisers, organization and terms of putting up advertisements in periodicals.
3. Research of the edition’s audience as the consumer of the advertisement put up in it.
4. Research of readers’ behavior and attitude to editions.
5. Periodicals’ sales monitoring in Moscow.

ANALYSIS OF AN EDITION’S ADVERTISING ACTIVITY

Based on specially developed criteria, competitors' editions are selected from all periodicals. A comparative quantative-qualitative analysis of each of them is provided according to the following scheme:

Distribution of advertisements in editions	Cost of advertising space, sizes of advertisements, number of advertisers, advertisers’ average expenditures, etc.
Grouping major advertisers by competitor editions	Expenditures on advertising, number of advertisements, preferred editions, etc.
"Advertiser’s portrait"	Organization of advertising activity, plan of advertisement placement, advertising policy
Strategies of advertisement presentation in editions	Characteristics of form, content and orientation of advertisements

Such an analysis allows to estimate actual and potential advertising capacity of the edition, estimate major competitors, predict the advertising budget’s dynamics for next year and develop specific recommendations.

ANALYSIS OF THE ADVERTISER MARKET, ORGABNIZATION AND TERMS OF ADVERTISEMENT PLACEMENT

Based on the data of telephone surveys and in-depth interviews with the staff of advertising companies an analysis of the situation of choosing an advertisement carrier. (the companies are chosen according to the types of advertisers of the relevant market sector)

• Reasons for making a decision about advertisement placement in general and working with a particular advertisement carrier
• Criteria of accepting or rejection an edition as an advertisement carrier
• Content of conceptions about advertisement effectiveness and about an effective advertiser
• Reasons for rejecting an advertiser or advertisement placement
• The edition’s image as seen by advertisers, conceptions of the edition’s readers, its advantages and drawbacks, comparison with images of competitor editions
• Specifics of advertisement placement in the edition if compared with competitor editions

ANALYSIS OF EDITION’S READERS AS ADVERTISEMENT CONSUMERS

Research of readers’ characteristics of the edition as potential consumers of the advertisement put up in it is carried out to attract advertisers of relevant commodity categories and to bring the advertisement of commodities and services published in the edition into line with target consumer groups.

Research of readers by interviewing methods includes analysis of:

• Social and demographic characteristics
• Social status characteristics
• Way of life characteristics
• Structure and volume of consumption
• Media preferences
• Other (according to the Client’s requirements)

RESEARCH OF READERS’ BEHAVIOR AND ATTITUDE TO EDITIONS

To develop the edition’s promotion strategy, we offer quality research in focus groups which allows to find out:

• Image of the edition as seen by the readers
• The edition’s popularity rating
• Factors determining attitude to the edition
• Its advantages and disadvantages as seen by the readers

PERIODICALS’ SALES MONITORING IN MOSCOW

Periodicals’ sales monitoring in selected retail outlets selling periodicals in Moscow allows to carry out:

• Quick regular estimation of factual sales volumes of periodicals which have assimilated into the periodicals market today
• Analysis of sales volumes dynamics during structural changes in the periodicals market
• Assessment of product range and price range of periodicals in different areas of Moscow, types of retail outlets and distribution networks

Monitoring data allows to:

• Obtain precise and prompt information about the latest changes on the periodicals market
• Compare the data of factual periodicals’ sales with the planned number of copies
• Select the most effective strategy of advertisement placement in the press
• Constantly monitor the edition’s and is competitors’ positions on the market
• Attract advertising media based on the data of sales volumes provided by an independent research organization
• Estimate sales prospects of different groups of editions