ONLINE-ADS>> Competitive research of a companies ads?

jon (jon_at_electricbean.com)
Tue, 14 Apr 1998 20:09:55 -0400

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Kevin Corrigan <kcorrigan_at_softwarecompletions.com> wrote:

>Hi there,
>
>Any suggestions as to the best way of finding out a
>companies advertising efforts. In putting together a
>marketing plan, we would like to know what the outbound
>advertising is that a large competitor has been. Searching
>with a search engine doesn't do the trick. It also seems
>that traditional reporting services (like Inquisit) report
>on the news releases and news articles but they don't get
>the ads. Any ideas?

Kevin,

Your question is dependant upon many factors. For example does your
competitor do print, radio or TV ads in addition to Web advertising. There
is a web site or an organization entitled the Society of Competitive
Intelligence professionals that specializes in specifically what you are
looking for. The web address is www.scip.org
they have access to people that specialize in doing competitive
intelligence. I would suggest as well you develop a matrix with the months
of the year at the top of the columns. For the rows I would list perhaps
many different communication vehicles and attempt to track all of them.
Over time you will have developed a chart that in one glance will let you
see the competitors communication vehicles. Bear in mind that this only
represents a quantitative analysis. You have mentioned nothing about doing
a qualitative analysis of the competitors message.

Regards

jon g. schneider
1075 yonge st. Suite 3
Toronto, Ontario
M4W 2L2

tel: 416-962-5786
fax: 416-962-8249

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