H & M is committed to using the most recent research tools available to gain insight and execute effective plans. This research also provides an in-depth understanding of just exactly who the customer is and optimal methods to communicate our advertising message.

We like to think big! In considering the big picture initially, Hilton & Myers utilizes a mix of quantitative and qualitative research to obtain a composite of target audiences. The research has many applications, such as providing an in-depth understanding of the local marketplace, identifying trends and changes, tackling tough marketing objectives, cross-promotional opportunities and targeting ethnic audiences.

Hilton & Myers currently subscribes to the SmartPlus media buying software system, which is one of the most cutting edge systems on the market. The program allows us to crunch media data to achieve ratings goals at various reach and frequency levels, which translates into both product awareness and sales. With the current media fragmentation, Hilton & Myers has implemented a unique way to assess media via targeted rating points (versus gross rating points, which tend to lump ALL members of a demographic group together). This approach allows us to target more qualified consumers and eliminate as much waste from buys as possible.


The following marketing and media research resources are utilized by our media department:

• Nielsen Media Research
• Arbitron Radio Market Reports
• VoiceTrak Competitive Reports
• SRDS Lifestyle Market Analyst
• Spot Quotations and Data (SQAD)
• The Media Audit
• American Demographics
• Journal of Advertising Research
• Advertising Age Magazine
• Nielsen Hispanic Ratings Index (NHRI)
• Gale Business Databases

Hilton & Myers Advertising’s media department executes the media planning and buying process with the same creative flair utilized by our own art and creative departments. Added value media options are constantly explored and secured for all agency clients.