Canadian Tire. Cara Operations. Church & Dwight. Coca Col

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The PMRS Ottawa Chapter would like to acknowledge
the support of the following organizations.
Without their kind donations we could not
continue to offer quality programs such as the
one you are about to see.
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PMB A not for profit association
Publishers
Agencies
Advertisers
Associates
Over 475 Members
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Publisher Members (English)
50 Plus British Columbia Magazine Canadian
Business Canadian Family Canadian Gardening
Canadian Geographic Canadian Hockey
Magazine Canadian Home Country Canadian Home
Workshop Canadian House Home Canadian
Living Chatelaine Cottage Life enRoute
Magazine eye Weekly Famous Magazine Fashion Fashio
n 18 Flare Food Drink Gardening Life GardenWise
Globe Television Glow Going Places Golf
Canada Good Times Hamilton Magazine Harrowsmith
Country Life Homemaker's Magazine Hour Inside
Entertainment Journey LeisureWays Maclean's Mirror
National Post Business NOW Ontario Golf Ontario
Out of Doors Ottawa City Magazine Outdoor
Canada People Professionally Speaking
Profit Reader's Digest Rev R.O.B.
Magazine Saturday Night Spectator TV Sports
Illustrated Starweek Style at Home Teen
Tribute The Toronto Sun Time Today's
Parent Toronto Life Tribute TV Guide TV Times TV
Week Vancouver Magazine Western
Living Westworld Where Canada
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Publisher Members (French)
7 Jours Affaires Plus Capital Santé Châtelaine Cli
n d'oeil COOL Cote Jardins Coupe de
Pouce Décoration Chez Soi Décormag Dernière Heure
Echos-Vedettes Eclat Elle Québec En
Primeur Femme dAujourdhui Femme Plus Filles
d'aujourd'hui Fleurs Plantes et Jardins ICI
Montréal LActualité La revue des fonds
mutuels Le Bel Âge
Le Devoir Le Journal de Montreal Le Lundi Le
Magazine Enfants Québec Les Affaires Madame Magazi
ne Hockey Canadien Magazine les Ailes Magazine
PME Primeurs Québec Science Recevoir Rénovation
Bricolage Revue Commerce Sélection du Reader's
Digest Sentier Chasse-Pêche Star Inc. Styles de
Vie Touring TV 7 Jours/TV Hebdo Voila! VOIR
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Agency Members
Ad Express Canada Allard Johnson
Communications Amalgame Cargo Inc. AOR Media
Management Armada, Agence de Publicite Axmith
McIntyre Wicht BBDO Bos Media Solutions Brainstorm
Group Bristol Group Campbell Michener
Lee Carat Canada Copeland Communications Corporate
Communications Cossette Communications Cramer
Krasselt DCC Communications DDB Canada Doner
Canada Due North Communications Gaggi Media GJP
Advertising Genesis Media Global Television
Agency .
Groupe BCP Ltee Hewson Bridge Smith Initiative
Media JAN Kelley Marketing Jeffrey Simbrow
Associates John Street LXB M2 Universal Marketing
Communication Inc. Magi Communications M/A/R/C
Inc. MAXX Media McKim Communications Media Buying
Services Media Dimensions Media Experts MediaVest
Canada Mediavision W.W.P. Mindshare Canada OMD
Canada ONE Company Optimedia Canada Optimum
Media Padulo Advertising
Palm Publicite Parallel PHD Canada Phoenix
Group Publicite Martin Inc. Saatchi
Saatchi SGCI Marketing Comm. Sharpe
Blackmore Starcom Worldwide Target Marketing
Comm. Taylor George Design TBWA/Chiat Day Tequila
Communications The Media Edge (YR) The Richards
Group Thom Group TMM Taylor Made Media TN
Media Touche! Troutbeck Chernoff Walker Media
Inc. Wasserman Partners Wills Company Wolf
Advertising Zoum Communications
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Advertiser Members (200 members)
AW Aeroplan AGF Funds Inc. AIM Funds Air
Canada American Express Apple Canada Art Gallery
of Ontario Aventis Pharma Bank of Montreal Bayer
Consumer Care Bell Canada Benjamin Moore
Campbells Canadian Tire Cara Operations Church
Dwight Coca Cola Limited Compaq Canada Corby
Distillers Daimler Chrysler Diageo
EJ Gallo Wines Energizer Canada Fidelity
Investments Ford Motor Company Frito-Lay Futuresho
p General Mills General Motors Georgia
Pacific Glaxo Smithkline Hershey Canada Ikea
Canada Imperial Oil Imperial Tobacco Investors
Group Kellogg Canada Kodak Canada Kraft
Canada Labatts Loreal
Manulife Financial McDonalds Restaurants Molson
Breweries Nestle Canada Novartis Ontario Power
Generation Petro Canada Pfizer Warner
Lambert Procter Gamble Quaker Tropicana
Gatorade Reckitt Benckiser Revlon Rogers
ATT Royal Bank Scotiabank Scott Paper TD Canada
Trust Unilever Visa Canada Wrigley Canada
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PMB answers thousands of questions.

• Examples of products and services
• What is the ownership of hand held organizers?
• Which provinces retail scene has the highest
  share for Big Box Stores?
• To what extent is travel to the far east driven
  by ethnic origin?
• What do the owners of SUVs think about
  environmental issues?
• How many professionals fly West Jet?
• What is the level of ownership of investment real
  estate by province?

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Handheld Organizers / PDAIn PMB 2004, 9 of
respondents reported ownership in past 12 months,
and 1 reported purchase .
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Uptake by younger people is well ahead of older
people.
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The question as it appeared the first time in PMB
survey .
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The question is now updated to reflect the how
the market is developing.
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Questionnaire update driven by membership

• Members have the opportunity for input in the
  spring of each year.
• Reviewed by Research Committee for entry into
  fall fieldwork.
• Results available approximately 18 months later
• Next opportunity for updates Spring 2005
  Results PMB 2007

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Usage of retail stores is measured in 32
different product areas
Home Improvements Gardening/Lawn
Care Furniture Bedding Bath Goods Household
Appliances Small Electric Appliances Audio,
Video Equipment Personal Computers Software Vide
o Tapes Tapes/Compact Discs Cameras Film/Photofin
ishing Automotive Supplies Tools
OTC Medicine Prescriptions Prescription
Eyewear Cosmetics Grocery Stores Convenience
Stores Pet Food Womens Clothing Mens
Clothing Shoes Childrens Clothing/Shoes Sporting
Goods/Clothing Toys Games Arts Crafts Books
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Example ----
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Big Box has higher usage level in Prairies and
Atlantic provinces
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PMB answers thousands of questions.

• Examples of products and services
• What is the ownership of hand held organizers?
• Which provinces retail scene has the highest
  share for Big Box Stores?
• To what extent is travel to the far east driven
  by ethnic origin?
• What do the owners of SUVs think about
  environmental issues?
• How many professionals fly West Jet?
• What is the level of ownership of investment real
  estate by province?

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Far Eastern travel by ethnic background
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To which of these groups do you belong?

• Aboriginal
• Black
• White
• Filipino
• South Asian
• East/South Asian
• West Asian

• Arab
• Latin/Central American
• Chinese
• Japanese
• Korean
• Other

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The PMB Study

• Annual study
• Nationally representative sample
• Stratified random sample
• 2-year sample size 25,230

47,000 Enumeration Areas
2000 E.A.s selected
10 H.H. per E. A.
1 respondent per H.H.
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Response rates controlled by city,income,
occupation
Goal 65 60 60 60 60
PMB 2003 66.1 60.1 60.4 59.6
60.1
PMB 2004 66 60 60 60 60
National Major cities High income
areas Toronto high income Toronto managerial
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Verification proceduresto achieve 99 accuracy

• Fieldwork verification checks
• - 3 out of every 7 interviews
• (TNS Canadian Facts and PMB)
• - 99.5 validation required
• Data entry
• - 99.5 validation required

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Key demographic data are matched to Statistics
Canada
Age

• Matching done within
• Region
• Province
• Toronto, Montreal, Vancouver
• Other cities grouped by size

Gender
Household Size
Personal Household Income
Language
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Toronto
White
Asian
Black
Aboriginal
Latin American
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Montreal
White
Asian
Black
Aboriginal
Latin American
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Vancouver
White
Asian
Black
Aboriginal
Latin American
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PMB answers thousands of questions.

• Examples of products and services
• What is the ownership of hand held organizers?
• Which provinces retail scene has the highest
  share for Big Box Stores?
• To what extent is travel to the far east driven
  by ethnic origin?
• What do the owners of SUVs think about
  environmental issues?
• How many professionals fly West Jet?
• What is the level of ownership of investment real
  estate by province?

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(No Transcript)
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Environmental attitudes do not show much
variation by type of vehicle in household.
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Environmental attitudes do not show much
variation by type of SUV.
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(No Transcript)
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Web access to PMB information

• Top-line product data
• Questionnaires
• Resource Centre - Definitions
• PMB Study Guide
• Technical Volume

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PMB answers thousands of questions.

• Examples of products and services
• What is the ownership of hand held organizers?
• Which provinces retail scene has the highest
  share for Big Box Stores?
• To what extent is travel to the far east driven
  by ethnic origin?
• What do the owners of SUVs think about
  environmental issues?
• How many professionals fly West Jet? 110,000
• What is the level of ownership of investment real
  estate by province?

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Close to one-third of respondents flying West Jet
are MOPEs (Managers/professionals/owners)
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Ownership of investment real estate
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BC respondents claim highest level of ownership
of investment real estate
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By contrast, cottages have a higher incidence in
the east
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PMB answers thousands of questions.

•  
• Examples of contemporary issues
• Canadians views on Canada US relations are
  there geographical or educational differences?
• Are parents more concerned about nutrition
  issues than non-parents?
• How many Albertans favour strengthening Canadas
  social welfare net?
• Do young people read magazines as much as other
  Canadians?
• What do gay women think about legalizing
  marijuana?
• How many Canadians are active in social or
  community projects, are there differences by
  occupation?

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Proportion of respondents agreeing with statement
Canada is becoming too closely linked to USA
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• Are parents more concerned about nutrition
  issues than non-parents?
• No, both claim to be informed on nutrition at the
  same level.
• However, there is a substantial difference by
  education.

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19 of Albertans strongly agree with statement
I support the maintenance and strengthening of
Canadas social welfare net.
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Albertans have on average the same view on this
measure as other English Canadians, it is Quebec
that is most different.
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Young people 18-24 have highest level of magazine
reading across all age groups.
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Readership technique Recent Reading

• New methodology adopted in 2001
• Compatible with international magazine reading
  measures
• Supported by all sectors of PMB membership,
  advertisers, agencies and publishers.

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Stage 1 of two stage process - Screening

• Complete interview is a 45 minute in home
  interview
• Initial screening stage - Respondents shown a
  logo card of each publication
• Asked if they have read any issue of the
  publication in the past 12 months

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Stage 2 Detailed Readership
Respondents passing screening stage when
they last read or looked into any issue of the
publication Shown a time scale card ..
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Card AWeekly/Bi-WeeklyWHEN LAST READ OR
LOOKED INTO

• Yesterday
• Past 2 to 3 Days
• Past Week (7 Days)
• Past 2 Weeks (14 Days)
• Past 3 Weeks (21 Days)
• Past Month (30 Days)
• Longer Ago

1 2 3 4 5 6 7
Weekly Bi-Weekly
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Card B10/11/12 times a yearWHEN LAST READ OR
LOOKED INTO

• Past Week (7 Days)
• Past 2 Weeks (14 Days)
• Past Month (30 Days)
• Past 5 Weeks
• Past 6 Weeks
• Past 2 Months (60 Days)
• Longer Ago

1 2 3 4 5 6 7
11/12 times 10 times
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Card C7/8/9 times a yearWHEN LAST READ OR
LOOKED INTO
1 2 3 4 5 6 7

• Past Week (7 Days)
• Past Month (30 Days)
• Past 6 Weeks
• Past 7 Weeks
• Past 2 Months (60 Days)
• Past 3 Months (90 Days)
• Longer Ago

8/9 times 7 times
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Card D4/5/6 times a yearWHEN LAST READ OR
LOOKED INTO

• Past Week (7 Days)
• Past Month (30 Days)
• Past 2 Months (60 Days)
• Past 3 Months (90 Days)
• Past 4 Months (120 Days)
• Past 6 Months
• Longer Ago

1 2 3 4 5 6 7
5/6 times 4 times
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• Additional Readership Information
• Frequency of reading
• Reading occasions
• Time spent reading
• Source of copy
• Where read
• Interest score

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Examples of contemporary issues.
 
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Sexual Orientation Data

• Question tested in Summer 2002
• Included in product questionnaire in 2003
  fieldwork
• First reporting PMB 2004

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Question Details (1)
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Question Details (2)
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Sexual orientation analysis
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Sexual orientation Summary
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(No Transcript)
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9 of Canadians claim involvement in social or
community project (within past 2 years)
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There are major differences in participation
according to occupation
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Other examples of contemporary issues.
 
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MEDICAL CONDITIONS / PRESCRIPTION
REMEDIES (available for first time in PMB 2005)
CONDITIONS Arthritis Asthma Depression Diabetes
Erectile Difficulties High Blood Pressure High
Cholesterol Incontinence Overactive Bladder Ulcer
KINDS Anti-Arthritics Anti-Asthmatics Anti-Chole
sterol Anti-Depressants Anti-Hypertensives Prescri
ption Painkillers
BRANDS Accupril Celebrex Prozac Viagra
Vioxx Other
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Expanded health care information

• Medical conditions and prescriptions
• Use of vitamins, minerals, supplements
• Types of health professional visited (past 6
  months)
• Home health care products (hearing aids etc)

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(No Transcript)
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Other examples of contemporary issues.
 
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PMB Partnerships/linkages

• Geodemographic Linkage
• Map Info
• Generation 5
• Optima
• A.C. Nielsen
• Environics-Analytics

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Other examples of contemporary issues.
 
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Multiple measures for assets

• amount of securities and savings
• Home ownership and value
• Other real estate cottage, farm, retirement
  property, undeveloped land.

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Each measure shows increasing wealth of 50 64
age group
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Each measure shows increasing wealth of 50 64
age group
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The Value of PMB Data
Demographics
Lifestyles
Psychographics
Product Usage
Retail Store Data
TV Programs
Other Media Linkages
Brands
Print Media Planning/Buying
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Its Your Study