Media Generations - Marketing, Consumer-driven marketplace. Radio is strong in a marketing mix. It highlight other media and embeds the message on an emotional and cognitive level.

1. MediaPlanIQ
The Key to Effective Allocation
MediaPlanIQ is a service of Prosper Technologies, LLC.
BIGresearch is an authorized marketing representative.

2. What is MediaPlanIQ?
- The consumer-centric media allocation tool
developed by Don Schultz, Ph.D., Martin Block,
Ph.D. and Prosper Technologies
- Connects media usage, media influence to
purchase in eight product categories, and
shopping/consumption data from BIGresearch’s
Simultaneous Media Usage (SIMM) study
- A holistic view of consumers & their media
behaviors
- Provides inter-media usage comparison across
media categories versus viewing media usage in
silos
MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

3. Media Generations
The consumer-centric MediaPlanIQ is the next plateau in
driving ROI. The choices you make to allocate media need
to be based upon how consumers are influenced to
purchase through their consumption of 31 different media
categories including traditional, digital, and in-store. You
may be able to reduce budgets, focus promotions around
consumer needs, and increase sales.
By connecting media usage, planned purchases in eight
product categories, and media influence to purchase data
from the SIMM with advanced proprietary analytics
developed by Don Schultz, Ph.D., Martin Block, Ph.D. and
Prosper Technologies, advertisers are now able to generate
idealized media plans for a broad array of products and
services.
Media Generations: Media Allocation in a Consumer
Controlled Marketplace offers a look into this new media
allocation model and the SIMM data behind it.
MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

4. MediaPlanIQ Purchase Categories
Purchase Categories Included for Media Influence:
Electronics
Apparel/Clothing
Groceries
Home Improvement
Car/Truck
Medicines
Telecom
Eating Out
Financial Services (June 2009 SIMM 14)
MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

5. 2009 Projected Ad Spend
The Outlook for Total Advertising 2009
20.4% Television
24.0%
Radio
Magazine
4.6% Newspapers
Direct Mail
5.1% 6.4% Yellow Pages
Internet
4.7% Other Media
22.6% 12.2%
Source: Magna Insider’s Report Robert Coen Presentation on Advertising Expenditure. December, 2008.
*2009 Projected Advertising Spend includes Local & National Advertising Expenditures
MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

6. MediaPlanIQ Example - Car/Truck
*
Chart on left to be read as: When targeting consumers who are planning on purchasing a
Car/Truck in the next 6 months, 36.4% of the media budget should be allocated to radio.
Chart on right to be read as: Of the 36.4% of media dollars that should be allocated to
* Segment: Consumersshould be allocated to broadcast radio based on consumer reported influence.
radio, 34.2% in the Pacific U.S. Census Division who are
planning on purchasing a Car/Truck in the next 6 months.
MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

7. MediaPlanIQ Example – Eating Out
*
Chart on left to be read as: When targeting the selected consumer segment, 35.2% of the
media budget should be allocated to radio to influence their Eating Out purchases.
Chart on right to be read as: When listening to the radio, 63.8% of the selected target
consumer group are simultaneously going online (regularly or occasionally). Fast
* Segment: Consumers in the Pacific U.S. Census Division who eat at a
Food Restaurant 5 or more times in an average month.
MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

8. MediaPlanIQ Example - Grocery
*
Chart on left to be read as: When targeting consumers who frequently buy Health &
Beauty Aid (HBA) products, 29.4% of the media budget should be allocated to radio.
Chart on right to be read as: 82.2% of consumers who frequently buy HBA products listen
* Segment:Broadcast Radio in an averageaverage,compared to 66.7% of All Consumers.
to Consumers who indicated that, on week, they purchase
Health & Beauty Aids twice a month or more.
MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

9. MediaPlanIQ Example – Electronics
*
Chart on left to be read as:
When targeting Electronics
Purchase Intenders, 33.0% of
the media budget should be
allocated to radio to influence
their Electronics purchases.
Chart on right to be read as:
39.9% of Electronics
Purchase Intenders listen to
Rock radio formats most
often, compared to 30.4% of
All Consumers.
* Segment: Consumers who indicated that they were planning on making at
least one of the following “big dollar” purchases in the next 6 months: Computer,
Stereo Equipment, TV, DVD/VCR, and/or Digital Camera.
MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

10. Prosper MediaPlanIQ-
Using the Model
Manufacturers and Retailers: Manufacturers have a current interest in understanding
their channels. Finding a common ground for manufacturers and retailers to meet is likely
more beneficial than looking at data produced by heat sensors or eye scans of customer
traffic in store aisles. With the Prosper MediaPlanIQ, manufacturers are able to become
much more consumer-centric and are better able to partner with their retail channels to
facilitate product movement across all media. This allows them to connect external media
to in-store promotion.
Media Companies: With the state of the economy and the skeptical nature surrounding
ROI, the Prosper MediaPlanIQ offers a great opportunity for media companies. Presenting
advertisers with a consumer-centric media plan and showing how to allocate through all
relevant channels puts media companies a step ahead, allowing more revenue generation
through ad sales.
Agencies: Prosper MediaPlanIQ offers many uses for agencies due to the variety of their
client base. One use of the model is to present consumer-centric media plans to clients
who are in need of more ROI accountability. Another use for the model is to help agencies
design campaigns based on this holistic model in order to win work.
Prosper MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.

11. Contact Information
If you have questions or would like additional information on how
MediaPlanIQ and the insights from the Simultaneous Media Usage
(SIMM) study can be used to help your business, please contact:
Jenna Algie, Business Development Manager
jenna@bigresearch.com
Kim Rayburn, SVP Sales
kim@bigresearch.com
BIGresearch makes no warranties, either expressed or implied, concerning: data gathered or obtained by
BIGresearch from any source; the present or future methodology employed in producing BIGresearch
statistics; or the BIGresearch data and estimates represent only the opinion of BIGresearch and reliance
thereon and use thereof shall be at the user’s own risk.
MediaPlanIQ is a service of Prosper Technologies, LLC. BIGresearch is an authorized marketing representative.