The results of the first part of the search indicate that the 18-24 and 25-34 age groups are more likely than the rest of the population to drink bottled spring water. (In this example, these groups have higher Index values than the other groups - 129, 124 respectively) .You can do a Media Ranking to determine which magazines would be good choices for advertising. In the search below, these age groups will be the base.
- Start a new search by choosing New from the File menu.
- In the Worksheet area, click on Bases.
- In the Data Access area, click on Dictionary.
- In the Dictionary window click on Demographics, then
Age (red item).
- In the Answer Grid, scroll down and click on the age ranges 18-24, 25-34.
- At the bottom of the Answer Grid, select OR, then click on OK. (Selecting OR means that your base will include both age ranges.)
- In the Worksheet area, click on Columns.
- Click on Dictionary, then scroll down in the Dictionary window and click on the heading Drinks.
- Select Non-Carbonated Bottled Spring Water,
then Non-Carbonated Bottled Spring Water Use? (red item).
- In the Answer Grid, select Yes.
- Make sure the default setting, Separate, is selected at the bottom of the Answer Grid window, then click OK.
- In the Worksheet area, click on Rows/Media.
- In the Data Access area, click the Media button.
- This opens up the Media Selection window where you can choose from a variety of print media. (To rank television and radio habits, use the Dictionary.)
- Select Mags-In-Home. This brings up a list of magazine titles. Scroll through the list and select the following 10 magazines:
-
American Health, Audubon, Barron's, Bon Appetit, Business Week, Conde Nast Traveler, Cycle World, Discover, Forbes, Fortune
- Click OK.
- Under the Function menu, select Media Rank.
In the Media Rank Report window, select
Projected, Resps, Vert%, Horz% and Index.
- Check Sort by Index, then click View.
- You will get an Excel table with media ranking, as shown in the following image.
From the results we find that Fortune, Conde Nast Traveler, Business Week, Forbes, Cycle World, Discover, and Audubon all have Index numbers greater than 100, indicating they would be good candidates for advertisements promoting non-carbonated spring water to people in the 18-24 and 25-34 age groups.
