Advertising Sales Research

Objectives: Build advertising relationships. Enhance advertising sales strategies. Sell more advertising lineage. Support long-term, incremental revenue growth and increased market share.

Advertisers require more market information and research results to make better media decisions. Newspapers must stay current and maintain up-to-date information. Belden provides the best. Advertising Usage: Measures readership, response, placement of classifieds, frequency of using inserts and ROP advertising.

Consumer Shopping Behavior: Provides competitive shopping traffic at malls and at department, discount, drug, grocery and other types of stores. Cross shopping and demographics of shoppers help your advertisers better understand their customers and their competition.

Shopper Segmentation: Defines consumers by their motivations for shopping and purchasing in terms of overall shopping and by merchandise categories.

Store Images: Identifies competitive strengths and weaknesses of major stores on concepts such as variety of merchandise, quality, value, customer service, attractiveness, other concepts. Newspaper advertising can support and enhance store images.

Advertising Reliance: Identifies primary source of advertising relied on most for selected merchandise categories. Results confirm the importance of newspaper advertising.

Purchasing Plans: Defines the potential market for selected products and services, allowing advertisers to better target potential purchasers.

Newspaper Audience: All of the consumer shopping, segmentation and advertising usage information is related to newspaper readership to develop strong sales pieces on the importance and strength of the local newspaper as an advertising medium.

Customizations: Each Belden study is customized for the newspaper client. Results are proprietary to your newspaper. Belden provides advertising sales staff training in selling with research.