Slide 4 of 17
Notes:
One of the best secondary sources is Simmons. This information is collected and
tabulated according to product category and brand use. Consumers are coded as
"high", "medium" or "light" users of products. You can access information about
the category in total, e.g.., frozen pizza, or for a specific brand, like
Tombstone. This allows you to compare the category user to that of a specific
product. Another important characteristic of Simmons is their "media imperatives"
section. This compares users of categories to their media exposure. As a marketer
or advertiser, you can find which tv dayparts, magazines, or radio times are most
frequently used by your target. This helps optimize media dollars and minimize
waste.
