Editing Competitor analysis (section)

==Media scanning==
Scanning competitor's ads can reveal much about what that competitor believes about marketing and their target market.<ref>{{cite web|title=Ad Verification|url=https://www.geosurf.com/proxy-use-cases/ad-verification-proxy-network/|publisher=GeoSurf|access-date=1 October 2017|archive-date=10 April 2019|archive-url=https://web.archive.org/web/20190410081718/https://www.geosurf.com/proxy-use-cases/ad-verification-proxy-network/|url-status=dead}}</ref> Changes in a competitor's [[advertising]] message can reveal [[New Product Development|new product offerings]], new production processes, a new [[brand|branding strategy]], a new [[positioning (marketing)|positioning strategy]], a new [[market segment|segmentation strategy]], [[product lining|line extensions]] and contractions, problems with previous positions, insights from recent marketing or product [[marketing research|research]], a new [[strategic management|strategic direction]], a new source of [[sustainable competitive advantage]], or [[value migration]]s within the industry. It might also indicate a new [[pricing|pricing strategy]] such as [[penetration pricing|penetration]], [[price discrimination]], [[price skimming]], [[product bundling]], joint product pricing, discounts, or loss leaders. It may also indicate a new [[promotion (marketing)|promotion strategy]] such as push, pull, balanced, short term sales generation, long term image creation, informational, comparative, affective, reminder, new creative objectives, new [[unique selling proposition]], new creative concepts, appeals, tone, and themes, or a new advertising agency. It might also indicate a new [[distribution (business)|distribution strategy]], new distribution partners, more extensive distribution, more intensive distribution, a change in geographical focus, or exclusive distribution. Similar techniques can be used by observing a competitor's [[search engine optimization]] targets and practices.<ref>Archived at [https://ghostarchive.org/varchive/youtube/20211212/8jrHCUKvMJ4 Ghostarchive]{{cbignore}} and the [https://web.archive.org/web/20140626102213/https://www.youtube.com/watch?v=8jrHCUKvMJ4 Wayback Machine]{{cbignore}}: {{cite web | url=https://www.youtube.com/watch?v=8jrHCUKvMJ4 | title=Search Engine Optimization | website=[[YouTube]] | access-date=25 January 2014}}{{cbignore}}</ref>

A competitor's media strategy reveals budget allocation, segmentation and [[target market|targeting strategy]], and selectivity and [[focus strategy|focus]].<ref>{{cite web | url=http://unbounce.com/social-media/research-your-competitors-social-media-strategy-and-then-borrow-their-best-ideas/ | title=Research Your Competitors' Social Media Strategy (and Borrow Their Best Ideas) | access-date=25 January 2014 | author=Danielle Prager| date=14 August 2013 }}</ref><ref>{{cite web | url=http://www.searchenginejournal.com/search-marketing-know-competition-know/86117/ | title=Search Marketing: Know the Competition, Know Yourself | access-date=25 January 2014 | author=Dorothy Wheeler| date=24 January 2014 }}</ref> From a tactical perspective, it can also be used to help a manager implement his own media plan. By knowing the competitor's media buy, media selection, frequency, reach, continuity, schedules, and flights, the manager can arrange their own media plan so that they do not coincide.

Other sources of corporate intelligence include trade shows, patent filings, mutual customers, annual reports, and trade associations.

Some firms hire competitor intelligence professionals to obtain this information. The Society of Competitive Intelligence Professionals maintains a listing of individuals who provide these services.<ref>{{cite web|title=Home|url=http://www.scip.org/|publisher=Strategic and Competitive Intelligence Professionals|access-date=18 April 2013|archive-date=20 April 2019|archive-url=https://web.archive.org/web/20190420150852/https://www.scip.org/|url-status=dead}}</ref>