RMG Marketing subscribes to MRI and Scarborough Research, two of the country's leading qualitative research resources. MRI and Scarborough provide multimedia, qualitative audience information that allows RMG to make planning and buying decisions based on consumer media habits and the specific audience composition of selected media. This is critical in ensuring that each advertising dollar is well targeted and the potential for advertising waste is eliminated. RMG utilizes the IMS software tools MarketMate (TV & Radio), Newscsope and Media Mix. These tools aid in setting Reach and Frequency goals, selecting daypart mixes and the overall media mix.

RMG buyers rely on Media Management Plus' SmartPlus media software system for analyzing and buying media. SmartPlus is considered to be among the best in the industry and provides fingertip access to media and market data that's critical in planning and negotiating an effective media buy. Buyers can pull program/station, trend and other pre-buy data instantly. SmartPlus accesses the latest Arbitron and Nielsen ratings information for radio and television and provides reach and frequency information for all broadcast media. SmartPlus is used for:
  • Ratings Analysis
  • Audience Composition
  • Time Period Comparison
  • Reach & Frequency Analysis
  • Rate Efficiency Analysis
  • Post Buy Analysis (TV Ratings, Radio Spot Rotation)

"RMG has become an integral part of Chipotle’s multi-faceted marketing program, handling all our media buys throughout the country. RMG has provided us with numerous insights into our...

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