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Amra's marketing division is dedicated to accessing and providing the intelligence, data and analysis that proves the advertising case for all of its customer titles and for the local and regional press as a whole.
 Software Used Examples Quotes Software Used: Market intelligence and market analysis is vital if we are to be able to provide advertisers with constructive, quantitative, cost effective and appealing solutions to help them meet their communication objectives. To this end, the information, research and data at the disposal of Amra's marketing division is wide ranging and includes:
Software packages enable detailed interrogation of readership and consumption data helping us to position the local and regional press against other media in a comparative and quantitative fashion. A PC platform programme developed and sustained by Amra marketing provides the sales teams with instant desktop access to a wealth of vital information and statistics to support the day to day dialogue with advertisers and their agencies. Publisher Reasearch Studies This research is carried out by independent research companies on behalf of the publishers within their given area. The superior sample size of these studies within such a defined area, is a significant part of this research, providing as it does a far more accurate set of statistics than national surveys such as TGI. Micromarketer This programme provides geo-demographic information and data manipulation capabilities. The programme can provide a number of different reports for the various needs of publisher/clients which can be visualised in graphs, tables, mapping tools and other data which can be imported and exported to other Windows applications. BMRB TGI TGI stands for Target Group Index, which is a portfolio of surveys providing information on audiences and their attitudes towards consumer goods and services. TGI will supply data on population specifications and geographies from media sources and marketing surveys. The TGI reports will show cross tabulation of various components. The surveys contain many brands and categories, which are easily crossed with mediums, regions or demographics. Northern Ireland TGI This is the same as the regular Target Group Index except the survey is carried out on individuals in Northern Ireland. JICREG This is a regional press tool, which provides readership information on regional newspapers. Breaking the information down into groups, geographically into postal sectors as well as demographically into men, women, socio-economic and age groups. Neilson Media Research [NMR] This programme allows the department to produce a various number of reports, monitoring advertising spend of companies across different mediums, outlets and time periods. Brad Intelligence The ultimate source of UK media news, in-depth analysis and data, including Consumer ABCs (July to December 2005), a full statistical analysis of the ABC release available from brad's exclusive microsite, Rajar Q4 2005 data in Radio Trends analysis system, analysis: January national newspaper ABCs, JICREG Q4 2005 data, NRS Q3 2005 data, Regional newspaper ABC data for July to December 2005 and Barb viewing figures updated monthly. Mintel This provides unique consumer research in various forms including market intelligence reports, retail, industry, finance and products reports including many more. It can also provide forecast for where it foresees chosen reports to be in the future. Government Statistics The British government produces statistics on a multitude of subjects such as those covering Regional and Family trends. Data on these subjects and numerous others are avilable through a selection of pocket books and larger documents. back to top Examples: Amra invests seriously in marketing and as a consequence the questions posed below present no difficulties to the marketing department. How many women read the Liverpool Echo? What is the adult penetration of the Amra capital package in London? How far are people prepared to travel to shop for furniture? What are the current unemployment figures for the West Midlands? What is the adult readership of the Newcastle Chronicle compared to the Daily Mail, Daily Mirror and Sun in the North East? How many people in Cardiff are planning to buy a new car this year? How many solus readers does the Express & Star have? How much will readers of paid weeklies in Wales spend on groceries this year? What is the national reach of under 45 year old men who read the regional evening papers that Amra represent? What was the value of the Personal Computer market in Tyneside last year? back to top Quotes: "In general I find presentations given to us by Amra to be amongst the best in regional press marketplace. Not only do they have thorough knowledge of their titles but its always clear that they have done a significant amount of research into my clients and their marketing requirements. This rounded approach means that time isn't wasted seeing proposals that don't relate to my clients." Matt Merrett Regional Media Manager OMD UK. "Amra’s marketing team certainly came up with the goods as far as our client Big W’s first welsh store opening in Cardiff was concerned. Their presentation was concise and to the point and certainly assisted in ensuring that we chose the right media for such an important event." Paul McGarr Regional Manager Zenith Media "Having recently received the marketing presentation from the guys at Amra the information contained was of such relevance and importance to us and our client, that we were able to convince and had no hesitation in recommending that our client use Trinity Mirror titles." Martin Cole Account Director Rathbone Media back to top |
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