Example 1: Regaine

Regaine is a hair restorer. The target audience for this campaign is men aged between 25 and 49 years who are in the upper socio-economic bracket. The print survey sample size for this target group is 1,348,000 with a budget for the campaign set at $300,000. It is to be exclusively in print media.

1. Choose New from the File menu.
2. Choose Vehicle Selection from the Data menu.
3. Double-click on Regaine.txt in the left hand box.

Now pick some magazines that you think are likely to be good vehicles. In this case choose Gentleman's Quarterly, Reader's Digest, TV Guide, Time and Sunday News.

4. Click OK when you have finished.
5. Enter the target audience (Men 25-49 Upper Soc) and size (1348) in the spaces provided.
6. Click OK.

Now enter some insertion levels for the vehicles. Weigh up FIR (First Insertion Reach as a percentage of the target audience) and SIR (Second Insertion Reach or within-vehicle duplication) against cost. Remember, the more magazines you have, the greater the reach, but the more insertions you have in fewer magazines, the greater the effective reach. In this case enter 2,1,3,1,1 for Gentleman's Quarterly, Reader's Digest, TV Guide, Time and Sunday News, respectively.

7. Click OK when you have finished.
8. Click OK for the Pairwise Duplication Editor.
9. Choose Canonical Model from the Data menu.

Notice that the reach is 88.7%, the effective reach is 23.6%, and total cost is $20,200. Enter 3,1,3,1,2 for Gentleman's Quarterly, Reader's Digest, TV Guide, Time, and Sunday News respectively. Click on Recalc. Reach has gone up to 90.1%, effective reach has gone up to 46.6%, and total cost is still below the budget of $300,000. Experiment. See if you can get higher reach than this. Media Mania also has an Optimise function, but it runs very slowly on the latest Windows platforms (e.g., Windows XP). If you want to try using the optimisation function with this example, click the Optimise button, and enter the budget of 300000 (note: do not enter 300,000, i.e., no comma). Click on Reach. Click on Set all initial values to zero. Click on OK. The program may take a long time to finish its calculations, unless you choose just a couple of vehicles. Repeat the optimise process for effective reach, and compare the results. Click on Quit, and select Beta Binomial from the Computations menu. Repeat all the above steps and compare the results. Remember that you can get a printout of any of the results.