The measurement of advertising space in newspapers and magazines was created by Sino in 1973 and has become one of the most important elements for companies that want to closely monitor the exposure of their brand, their products and their competitors in the media. Later, Sino also began calculating centimeters of websites, portals and blogs. Currently, in addition to these media, Sino minutes the TV and Radio stations from all over the country.
The column inches and the playing time are calculated based on the advertising space value tables provided by the communication vehicles and the client may have access to this information when receiving the daily clipping, in addition to receiving the full report monthly. For press offices, the calculation of brand exposure in the media is fundamental for strategic decision making and also to create communication materials that increase the visibility of the client in the media.
The analytical report presents graphs with the most relevant data so that the press office and the end customer evaluate and improve their communication strategies. Made on the basis of column inches and playing time reports, the quantitative analysis classifies the materials according to the media type, region, state, number of articles, among several other criteria. Quantitative analysis can be done monthly, bimonthly, quarterly, half-yearly or annually. In addition, the client can request reports for specific periods.
In the Clipping Management System (SGC), the client has the option of adding evaluation criteria to the report to customize spreadsheets and charts. In this case, the client makes the specific evaluations of each newspaper article and the system generates the tables with the full reports. Press officers use the tool to manage their work and measure the impact of press releases.
SOCIAL MEDIA ANALYSIS
The social network analysis report is made on demand by the Sino team, considering the monitoring executed on the pages of the main communication vehicles and the major influencers.
The periodicity of the reports is at the client’s discretion and the data are presented in simple and informative charts to facilitate and support the commercial, communication and marketing strategies.