SESAME −A software system that thinks like a media planner−
If it were possible to know who was reading your advertisements then media planning ould be simple. Unfortunately, that is impossible in the real world and you must make estimations from market research data. If you use data from multiple research projects, then the process of analyzing data becomes very complex. To make media planning a simpler, more effective process, software that can manipulate data from several different sources becomes necessary. SESAME(Simple Efficient System for Analyzing Media Easily) is just such a software package.
SESAME is a product that was developed by a highly regarded European research consultant named Peter Masson in 1993. Mr. Masson is involved with many media research projects in Europe as a consultant and has recently been involved with the European Media Survey(EMS).
Mr. Masson realized that many of the existing media planning software packages did not actually meet the needs of publishing and advertising companies and came up with the idea of a software system that "thought like a media planner". Mr. Masson, with his development team from IMU, a large Swedish market research firm, were successful in developing the software system. The software currently has an overwhelming market share in Sweden and is highly regarded in other European countries. The English version of the software system was released in Japan in 1998 and in 1999 a Japanese version was released.。
With SESAME, it is possible to conduct more detailed analysis of marketing data.
Using SESAME's easy to use interface the following are possible:
The JBRS is a survey of top businessmen. The first survey was conducted in 1997 and was the first survey of its kind in Japan to be conducted by an outside organization not involved in publishing or advertising. The survey is highly regarded by both the domestic and international marketing and advertising industries.
The Japanese survey was based on surveys already being conducted in Europe and Asia. In Europe, the survey is called the European Business Readership Survey(EBRS) and in Asia it is called the Asian Businessman Readership Survey(ABRS). Using the tried and tested formats of the EBRS and ABRS, the JBRS provides high quality data and analysis of the reading patterns of top Japanese businessmen.
The survey is conducted with board members or presidents of companies with over 300 employees and asks them about their readership of domestic and foreign newspapers and magazines and other marketing information such as their areas of responsibility, purchase decision making power, the frequency of their business and pleasure trips, credit card usage, and what financial services they are currently using.
With this information it is possible to design media plans and advertising campaigns targeting top Japanese businessmen in Japan.
The survey is conducted in partnership with Ipsos-RSL.
Ipsos-RSL, with headquarters in London, has been in the market research business for over 50 years and is well renowned in the field of international market research.
A sample of companies in various fields are contacted by telephone and asked for basic information such as official company name, address, and the names and titles of the top decision maker for the company and 2 top decision makers in divisions within the company. Following this short telephone contact, a questionnaire is sent by post.
The survey data can be loaded into SESAME and used to make media plans targeting these top businessmen.
MMMR is a survey of upper middle managers. The first MMMR was conducted in 1999 and covered businessman not surveyed by the JBRS. Results of the 3rd survey were released in March 2003.
MMMR provides the information necessary to analyze the media usage of Japan's middle managers. The data from the survey can be used to market products to middle managers and conduct media planning and advertising campaigns with that target market.
The survey is conducted with upper middle management at companies with 300 employees or more. Survey topics include areas of responsibility, scale of influence in purchasing, frequency of business and pleasure trips, computer usage, publications read, and other factors such as usage of financial services and personal worth.
From a universe of 10,300 companies excluding the finance sector, 1000 companies are randomly sampled. The survey is then conducted with upper middle management at companies with 300 employees or more using CATI（Computer Assisted Telephone Interviewing）
The survey data can be loaded into SESAME and used to make media plans targeting these upper middle managers.
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