SmartPlus - SmartPlus is the latest generation in TV/Radio pre-buy and
post-analysis software. Burford Company was one of the first agencies in Virginia to subscribe to this service (November, 1996.) SmartPlus utilizes actual Nielsen TV and Arbitron radio ratings data to analyze avails based on efficiencies. SmartPlus also includes ranking and planning programs, reach and frequency reports, and complete post-buy analysis capabilities. All spots are negotiated and checked to ensure actual delivery and cost-per-point goals are achieved.
Spot Quotations and Data - (SQAD) are cost-per-point data by daypart
submitted from actual buys by the largest agencies in the country. This
Information provides a good reference guide for ‘street prices’ by market.
Competitive Media Reporting - (CMR) provides TV spending and spot schedules
for major advertisers and product categories. It allows us to examine your
competitors’ TV buys and provides insight into their strategic goals in the
market.
Simmons Market Research - a national survey of over 21,000 respondents
annually, Simmons data is extremely reliable statistically. It is used to
track national trends in consumer buying habits and to determine target
qualitative demographic cells and respective media preferences.
Marshall Marketing - Market-specific research based on 800 respondents
annually. It identifies and tracks local brand awareness, consumer buying
preferences and target profiles.
Arbitron Max Qualitative - market-specific research based on a rolling
sample of 1,200 respondents (semi-annually). It provides qualitative TV and
radio audience ratings to use in conjunction with actual demo ratings for
added efficiency.
